Enhancement of Service Quality in Internet-Marketing through Application of the Six Sigma Process

運用六標準差改善流程提升網路行銷服務品質之績效

夏太長(Tai-Chang Hsia) ； 陳水泉(Shui-Chuan Chen) ； 陳坤盛(Kun-Sheng Chen)

《工業工程學刊》 26卷1期 (2009/01) Pp. 11-21

https://doi.org/10.29977/JCIIE.200901.0002

摘要

本文係運用Thomas [6]所提出之六標準差DMAIC（定義、衡量、分析、改善與控制）改善流程，提升網路行銷服務品質之績效。首先，定義服務品質之重要度與滿意度；其次，用服務品質績效矩陣衡量出重要度低但滿意度高，以及重要度高但滿意度低的異常服務項目；第三，針對此等異常服務項目，以特性要因圖執行整體分析，列出具體服務策略；第四，利用品質機能展開表針對具體服務策略，找出關鍵服務策略進行改善，當執行改善後，需確認各項異常服務項目皆已回歸正常；最後，訂定標準作業程序及知識管理系統，使其作業標準化，以確保控制成效。這種以六標準差改善流程循序漸進，整合產品服務品質重要度與滿意度兩個構面之資訊，應用在商品網路行銷上，必可提升顧客購買意願，增加營運績效。

關鍵字

六標準差 ； 網路行銷 ； 服務品質績效矩陣 ； 品質機能展開表

並列摘要

Thomas' (2003) Six Sigma DMAIC (define, measure, analyze, improve and control) quality control system was used to establish a system to enhance consumer satisfaction with the service quality of products marketed on the Internet. This study included five steps. First, we defined importance and satisfaction in service quality. Second, we measured customer acceptability using a survey (containing dimensions of importance and satisfaction), and then constructed a service quality performance matrix to measure low importance, high satisfaction, and high importance, low satisfaction service items. In the third step, analysis, we constructed a Cause-and-Effect Diagram in which the defective service items serve as the major causal categories. We then identified minor causes within these major causal categories, the specific service strategies. For the fourth step, improvement, we used the Quality Function Deployment to locate critical service strategies as targets for improvement. After improvement, a new satisfaction assessment on the defective service items was performed, to confirm the complete improvement on all the defective services. The final step is control, with emphasis on the department of maintenance and marketing, standard operating procedures and knowledge management systems. This application of the Six Sigma quality control system for enhancing the service quality of products marketed on the Internet should reinforce consumer purchase inclination and enhance business performance.

並列關鍵字

six sigma ； internet-marketing ； service quality performance matrix ； quality function deployment

參考文獻

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