強化漁產品直銷中心服務功能之研究

在政府單位大力推廣休閒渔業下，全省　陸續　成立　许多　渔產品　直销　中心，除了增添民眾不周休二日休憩的景點，也提振了部份的漁業經濟，但遍佈台灣海岸的渔產品直銷中心中，有许多家卻正面臨遊客大減，營業额下降的景况，因此本文将採用質化訪谈的方式，深入了解漁產品直銷中心的營運情况，並利用量化的工具，分析直销中心的競争優势及消费者所重祝的服務品質。本文内容主要分為兩部分，一部分是以經營者的觀點来分析内外部的競争環境，籍由灰關聯係數的計算，找出影響内外部環境的重要倏件；另一部分則是以消费者的角度分析经營者所提供的服務品質，我们将透過Kano模式分析服務品質的屬性，並計算品質改善指標来找出迫切需要改進的服務项目；最後将经營者與消费者的分析结果加以整合，建議未来漁產品直銷中心强化服務品質的方向。

關鍵字

渔產品直銷中心；灰關聯係数； kano二维品質模式；服務品質

並列摘要

Since the Taiwanese government began to make great efforts to promote the leisure fishing industry, many direct wholesale centers for fishing products have been established in Taiwan. This has added new scenic spots for the public to enjoy on the week-ends as well as helped to promote local leisure fishing businesses. Unfortunately, many of the fishing-product wholesale centers have recently suffered decreasing revenues as a result of decreased tourism. This study uses the interview method to make an in-depth investigation of the current operating situation of the direct marketing centers, and quantitatively analyzes their competitive advantages and quality of service. This article is divided into two parts: The first part analyzes the internal and external competitive environments from the viewpoint of management using the Grey relation coefficients, and the second part analyzes the quality of service from the viewpoint of customers. We use the Kano model to classify the attributes of service quality and to calculate the quality improvement index to find out which areas are in need of improvement. Finally, based on the feedback from both owners and customers, we recommend ways to strengthen the service quality of the direct marketing centers in the future.