- 期刊
- OpenAccess
行動電話通路商服務補救品質改進技術分析之研究
The Analysis of Service Recovery Improvement Technology for Mobile Phone Distributors
摘要
台灣地區行動電話通路商近年來快速成長，市場競爭更是激烈，消費者對服務品質之要求愈形嚴苛而導致服務失誤與服務補救的情況經常發生。然而通路商如何對平日不慎發生之服務失誤進行適當的服務補救，亦或是擬訂各種服務補救策略的相關研究並不多見，使業者在服務補救工作的績效表現不佳。 本研究以個案公司於台灣地區共計215家門市之抱怨顧客爲抽樣調查對象，依據各地區的門市數進行問卷發放數分配，並利用統計軟體進行分析以確認本研究問卷之信度與效度，進而以灰關聯分析結合品質機能展開法，對通路商業者進行服務補救之技術與策略實施建議。本研究共計發出問卷600份，有效問卷482份。 本研究除利用灰關聯品質機能展開法進行服務補救技術需求指引與服務補救之策略研擬，使企業能夠將資源投入在效用最大的服務補救策略技術項目外，亦藉由問卷發放進行樣本特性分析。研究中所得之顧客服務補救策略技術執行優先順序排序結果，所獲得的前五項中以召開定期檢討會爲進行服務補救的優先技術，其次爲建立標準化作業流程，第三爲現場詢問，第四爲強化員工教育訓練，第五爲填寫顧客意見表。
並列摘要
The mobile phone distributor quantity grows up fast in recent years and the market competition is fiercer in Taiwan. Consumers request for high level service quality are stricter and that results in service failure and the need for service recovery frequently. But how to keep the distributors feet in the market and how to supply a suitable service recovery when the service failure occurs, or implement the appropriate service strategy for service recovery are all important issues for enterprises. In particular, the type of research for telecommunication industry is insufficient. This research is a case study. It will test and verify the mobile phone purchasers of case company that have service failure experience about in Taiwan. This research sends out 600 questionnaires, the quantity of response is 482. Data were analyzed with SPSS for consistency and validity. Further, grey relational analysis and quality function deployment were applied to setup the service recovery strategiy for mobile phone distributors. Furthermore, this paper adopts Grey Relational Analysis Quality Function Deployment (GRAQFD) to identify service recovery management requirements for mobile phone industry. And get the customers characterics by statistic analysis. It will be the guideline of business resource allocation for building service recovery strategy base on the limited resource. The results show that the first priority improving technology forservice recovery is to convene review meetings regularly. The second one is to setup the standard operation procedures for customer service. The third is to administer field work. The forth is to strengthen staff's education and training. The fifth is to fill out the customers' animadversions.