公營事業民營化進程服務品質差異之研究－以中壢地區郵局為例

A Study on the Differences of Service Quality from the Process of Privatization of Public Enterprises-The Post Office in Jhongli Area as an Example

廖文正(Wuen-Zheng Liao) ； 何碧蘭(Pi-Lan Ho)

《南亞學報》 31期 (2011/12) Pp. 389-406

https://doi.org/10.6989/JN.201112.0389

摘要

時值邁入二十一世紀之際，消費者對服務品質的要求已趨嚴苛，顧客對服務品質是否滿意，已成為企業經營成敗的關鍵。以往公營獨佔事業普遍對於服務品質較不重視，公營事業民營化之服務品質差異，為值得深究的重要課題。本研究目的，主要在探討地區郵局公司化前後，檢驗消費者對服務品質滿意度之差異。包括顧客對提供設施使用情形及其滿意度，顧客對從業人員提供服務的滿意度，以及影響業者與顧客感受服務品質差異的關鍵因素。本研究利用成對樣本t檢定，藉此了解顧客與業者實際感受與預期服務之差異；另透過二元常態迴歸，呈現顧客與業者對服務品質的關鍵因素。結果顯示，多數的服務品質因素，郵政業者都高估了本身所提供的品質水準，而消費者卻無法實際成受到業者提供的服務水準；最後，顧客與業者所認知的服務品質之關鍵因素存在明顯差異。本研究擬對這些實證結果，提出策略性改善建議，作為未來公營事業民營化進程，提升服務品質之重要參考。

關鍵字

民營化 ； 服務品質 ； 差距模式

並列摘要

As the time come into 21st century, the consumers demand higher service quality than before. The service quality and customers' satisfaction have become a key point to the business success. As public monopoly generally regarded less important on service quality before, it is worth of studying the differences of service quality from the process of privatization of public enterprises. The main purpose of this study is to explore and to inspect the differences of service quality conducted before and after the privatization of the post office, including the satisfaction on usage of facilities provided, the satisfaction from employees' service, and the key aspects that influence the differences of service quality between the business and customers' perception as well. This study utilize t-test to interpret the differences between the real perception and expected service from both sides of customers and entrepreneur. By implementing binary Probit model, this study presents the key factors to service quality. The result finds that the postal operators overestimate the quality provided. On the other hand, the consumers' perception on the quality are far beyond their expectation. Finally, the significant difference of key factors to the service quality between customers' and entrepreneur's cognition do exist. The study on these empirical results make strategic suggestions for improvement, as the important references for upgrading the service quality for the privatization of public enterprises in the future.

並列關鍵字

privatization ； service quality ； gap model