連鎖便利商店服務品質績效評估與服務策略比較之研究－以7-11及全家便利商店為例

有關連鎖便利商店（CVS）之研究議題很多，但較少從成本因素及服務策略的角度對CVS的服務品質做分析者，故本研究以7-11與全家便利商店為例探討以下議題：（1）SERVQUAL量表不完全適用於CVS，本研究採用Dabholkar, Thorpe, and Rentz（1996）針對零售業所提出之RSQS量表並加以修改。（2）各服務要項之績效除了顧客滿意度外，應加入重要性的觀念，使績效之呈現更具代表性。（3）本研究參考Lambert and Sharma（1990）與Hung, Huang, and Chen（2003）提出之服務品質績效評估觀念，以統計方法改良，可比較出CVS在各服務要項的績效優劣，做為CVS業者解決服務品質問題的策略參考。結果顯示CVS業者可藉此議題進行成本效益分析，瞭解顧客重視的服務要項及其績效表現，並根據優先順序擬定服務策略，最後建立一套有助於提升CVS服務品質及經營績效之品質量測系統。

關鍵字

連鎖便利商店；服務品質績效評估；成本效益分析；服務策略

並列摘要

Quite many research topics about convenience stores have been proposed. However, it is rare to assess and analyze the service quality performance for convenience store (CVS) in terms of cost factor and suitability. So this research will discuss the following topic with 7-11 and Family Mart as a case study. (1) ”SERVQUAL” scale is not overall suitable for CVS, thus, this paper uses ”RSQS”, which is suitable to the retails, proposed by Dabholkar et al. (1996), and modifies it to be good for our research. (2)The performance of every service items not only have to reveal customer satisfaction but also have to add the weight concept to make it to be more representative. (3)This paper refers the concept of performance assessment of service quality proposed by Lambert and Sharma (1990) and Hung et al. (2003) to improve the shortcomings of statistical method. It can compare the performance in all service items, and provide some strategies for CVS to solve service quality problem. The CVS vendor can make use of this topic to carry on the cost-effectiveness analysis to understand the customer who attach importance in service or not, and concrete achievements of every service items. Finally, based on priority sequence of a demand, they can draw up service strategies.

並列關鍵字

Convenience Store ； Performance Evaluation of Service Quality ； Cost Effectiveness Analysis ； Service Strategy

國際替代計量

連鎖便利商店服務品質績效評估與服務策略比較之研究－以7-11及全家便利商店為例

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