評估公有零售市場服務品質關鍵因素重要性之研究

公有市場代表著城市給人的第一印象，它影響著該城市的社會經濟文化價值，蘊含著濃郁的地方人文特色，是城市可持續發展的重要關鍵。然而，公有市場的服務品質一直被視為影響公有市場可持續發展的重要指標之一。該如何有效地對公有市場的服務品質進行提升與改善，是一個複雜且衝突的決策問題。因此，本研究以多屬性的決策模型探索提升服務品質的關鍵因素。首先，基於文獻梳理並運用模糊德爾菲法，建構評估的指標框架。其次，應用fuzzy decision making trial and evaluation laboratory-based analytical network process（DANP）獲取評估系統之間的影響關係與評估指標的影響權重。研究結果顯示公有市場的服務品質的「保證性」是影響整個系統的根源，可視化的影響關係圖將有利於決策者擬定改善策略，另外，影響權重有助資源有限的情境下合理地進行資源分配。

關鍵字

公有市場；服務品質；關鍵因素；模糊德爾菲法； fuzzy DANP

並列摘要

The public market represents the first impression of a city. It affects the social, economic and cultural value of the city. It contains strong local cultural characteristics and is extremely key to the sustainable development of the city. However, the service quality of the public market has always been regarded as one of the important indicators affecting the sustainable development of the public market. How to effectively enhance and improve the service quality of the public market is a complex and conflicting decision-making problem. Therefore, this study uses a multi-attribute decision-making model to explore the key factors to improve service quality. First, based on the literature review and by applying the fuzzy Delphi method, we construct the evaluation index framework. Secondly, fuzzy decision making trial and evaluation laboratory-based analytical network process (DANP) is used to obtain the influence relationship between the evaluation systems and the influence weight of the evaluation index. The research results show that the ＂warranty＂ of the service quality of the public market is the origin that affects the entire system. The visualized influence diagram will help decision-makers to formulate improvement strategies. In addition, the influence weight helps to reasonably allocate resources in the context of limited resources.

並列關鍵字

public market ； service quality ； key factors ； fuzzy Delphi method ； fuzzy DANP

參考文獻

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