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運用IPA分析探討電視購物之服務品質屬性－以化妝品為例
USING IMPORTANCE PERFORMANCE ANALYSIS (IPA) TO INVESTIGATE THE SERVICE QUALITY OF TV SHOPPING - AN EXAMPLE OF COSMETIC
摘要
本研究以PZB缺口模式為基礎，應用SERVQUAL量表作為發展問卷之架構，針對電視購物消費者的觀點，透過結合重要－績效分析法(IPA)，檢視消費者透過電視購物頻道購買化妝品之服務品質屬性分析，試圖找出影響顧客滿意度之原因，以及提出強化競爭優勢品質屬性與擬定改善競爭弱項品質屬性的優先順序與方案，以作為電視購物頻道策略執行之參考。研究結果發現，電視購物頻道在服務品質屬性的18個題項之中，共有9項品質屬性為主要競爭優勢來源，9項品質屬性為主要競爭劣勢來源。
並列摘要
In this study, based on the PZB gap model, the SERVQUAL scale was used as the framework to develop the questionnaire. The study focuses on the TV shopping consumer's point of view through IPA; consumers are viewed through their purchase of cosmetics from a TV shopping channel using service quality attribute analysis in an attempt to determine the reasons affecting customer satisfaction. The study also proposes to strengthen the competitive advantage of quality properties and prioritize and draw out a plan to improve the competitive weaknesses of quality properties, as a reference for the implementation of a TV shopping channel strategy. Results show that among the 18 TV shopping channel service quality items, 9 mass properties are the main source of competitive advantage, and 9 mass properties are the main source of competitive disadvantage.
延伸閱讀
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- 韋光正、吳家誼、馮婕宇（2011）。商品行銷公關活動對消費者購買決策之影響－以化妝品為例。資訊傳播學報，(2011)，77-83。https://doi.org/10.29993/ICP.201104.0025
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