The Service Marketing Analysis by Using Six Sigma Management Approach

六標準差管理之服務行銷分析

李旭華(Hsu-Hua Lee)

《品質學報》 21卷3期 (2014/06) Pp. 133-148

https://doi.org/10.6220/joq.2014.21(3).01

摘要

本研究中，六標準差管理之方法可用於定義服務行銷的要求。相關績效之衡量可包括各服務單位的訂單數、產品類別、新顧客數、顧客數、零訂單數、銷售之績效。影響服務行銷之績效的關鍵因素可予以分析，進而建議與實行服務行銷之改善與控制對策。服務品質亦可被獲得，以評估服務品質對銷售的影響。訓練系統與標準作業程序之建立，可用於銷售之改善與控制。

關鍵字

六標準差 ； DMAIC（定義、測量、分析、改善、控制） ； 績效 ； 服務行銷 ； 銷售

並列摘要

In this research, the approach of Six Sigma management will be used to define the requirement and the demand of service marketing. The relevant performances including number of order, product categories, number of new customers, number of customers, days of zero order for the service unit and sales performance will be measured. The key causes which affect the performance of the service marketing can be analyzed. The improvement and control actions of service marketing can be further recommended and implemented. The service quality can be also obtained and the effect of service quality on sales will be evaluated. The training system and standard operation procedures to improve and control the sales can be then established.

並列關鍵字

six sigma ； DMAIC ； performance ； service marketing ； sales

參考文獻

Baron, S.,Harris, K.,Hilton, T.(2003).Services Marketing: Text and Cases.Wansea, UK:Palgrave.

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Chakravorty, S. S.(2009).Six sigma programs: an implementation model.International Journal of Production Economics.119(1),1-16.

George, M. L.(2002).Lean Six Sigma.New York:McGraw-Hill.

Gronroos, C.(1982).An applied service marketing theory.European Journal of Marketing.16(7),30-41.