SERVICE INDICES OF OMNICHANNEL RETAILING

全通路零售服務指標之研究

陳殷哲(Yin-Che Chen) ； 謝予婕(Yu-Chieh Hsieh)

《品質學報》 29卷1期 (2022/02) Pp. 47-67

https://doi.org/10.6220/joq.202202_29(1).0003

摘要

Following the increasingly wide applications of mobile devices, the Internet, big data, and artificial intelligence, the shopping channels available to consumers have become more diverse. To provide consumers with diverse services and innovative consumption experience, enterprises must understand the types of services that satisfy consumers' actual needs. Therefore, the establishment of omnichannel retailing service indices is necessary and crucial. This study used literature review to summarize omnichannel retailing service indices and divided them into four major principles (online to offline, offline to online, offline to offline, and online to online) and 26 secondary principles. Subsequently, a modified Delphi method and the fuzzy analytic hierarchy process were employed to organize marketing experts' and consumers' opinions regarding various service indices and analyze the weighting of the indices. The analysis results reveal that marketing experts consider convenience of collecting goods, information consistency, safety, and ease of use as the most crucial service indices, whereas consumers consider safety, information consistency, convenience of collecting goods, and customer services as the key service indices. According to the results, the researchers propose concrete and practical suggestions to omnichannel retailers and consumers.

關鍵字

omnichannel retailing ； service ； modified Delphi method ； fuzzy analytic hierarchy process

並列摘要

隨著行動裝置、互聯網、大數據及人工智慧的應用，消費者能夠選擇的購物型態愈趨多元。企業為能提供消費者多樣化服務及創新的消費經驗，必須瞭解何種服務才能滿足消費者真正的需求，因此建構全通路零售服務之指標有其必要性與重要性。本研究以文獻回顧歸納全通路零售服務指標，並將全通路零售服務指標分為四大主準則：online to offline、offline to online、offline to offline、online to online以及26項次準則，續以修正式德菲法與模糊層級分析法，分別對於行銷專家及消費者進行各項服務指標之彙整與權重的分析。資料分析指出，行銷專家對於各主準則下之次準則權重分別為取貨便利性、資訊一致性、安全性、簡易操作最為重要，消費者端則依序認為安全性、資訊一致性、取貨便利性、客戶服務為主要關鍵服務指標。最後，研究者對於全通路零售業者與消費者端分別提出具體之實務建議。

並列關鍵字

全通路零售 ； 服務 ； 修正式德菲法 ； 模糊層級分析法

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