近年來由於國人生活水準的持續提升、生活型態的改變、消費市場的全球化、資訊科技的進步與網際網路的興起,3C產業的零售通路開始蓬勃發展。隨著不景氣的時代來臨,3C通路的競爭漸漸浮出檯面,消費者對服務品質的需求逐漸要求,除了重視產品本身的品質外,也希望3C通路能夠提供更優質的服務品質。本研究以PZB服務品質模式之五個構面為中心,配合文獻探討方式,建構出「3C通路商服務品質指標」之層級結構,並發放給長期消費於3C通路商之顧客,作為資料蒐集和訪談對象,藉由了解這些重要指標是否具有可接受的信度,以及他們對於各衡量指標重要程度的認知情形,在運用AHP層級程序分析,進行「3C通路商服務品質指標」的決策分析,找出「3C通路商服務品質重要屬性」之權重與排序,提供給3C通路商及其服務人員做為提昇服務品質的參考。
Due to the advancing of living standard, shifting for ways of living, globalization of consumer market, and development of information technology in recent years, the retail channels of 3C industry have begun to evolve rapidly. With the coming recession period, the competition between the channels has begun to surface. Consumers are demanding better service quality form the channel, other than the quality of the products alone. In this research, along with the literature review, we use the 5 dimensions of PZB service quality model to construct the hierarchy structure of service quality indicators of 3C channels. Based on the surveys from the frequent consumers and utilizing AHP methodology, we conclude with the weights and orders of essential characteristics of service quality for 3C retail channels.