台北市便利商店服務品質滿意度之研究

Research of the Convenience Store Service Quality Satisfaction in Taipei

賴福來(Fu-Lai Lai) ； 李冠緯(Guan-Wei Lee)

《萬能商學學報》 14期 (2009/07) Pp. 291-312

https://doi.org/10.29678/VCJ.200907.0019

摘要

在講求便利與效率的現代生活中，便利商店秉持著顧客導向，提供消費者一個二十四小時、體貼入微的便利環境為最高使命。為此，業者為提高營運績效，求新求變，利用各種行銷策略加強為顧客服務，以爭取更多消費者的認同及增進顧客忠誠度。本研究採用Kano二維品質模式及IPA(Import Performance Analysis)分析法，探討都會區台北市便利商店服務品質及顧客滿意度，有別於傳統較為主觀意識的評估方法，期能傾聽顧客的心聲。結果發現，都會區便利商店提供的服務品質絕大多數均屬必須品質(M)，顯示出都會區的消費者對於便利商店的服務品質要求較高，尤其對於降低不滿意指標(DDI)亦呈現偏低的現象，換言之，為提升服務品質及顧客的滿意度，便利商店業者仍有很大的改善空間。

關鍵字

便利商店 ； 都會區 ； Kano二維品質模式 ； IPA分析

並列摘要

In strengthen the modern life of convenient and efficiency, the convenience store adheres to customer-based orientation, offer an 24 hours to consumers, the convenient environment of looking after meticulously is the supreme mission. For this reason, utilize various marketing strategies to serve customer, in order to strive for more consumer's approval and customer's loyalty of promotion. This research integrating Kano two-dimension quality model and Import-Performance Analysis into Taipei city convenience store service quality and customer satisfaction, different from the traditional way. Our result shows that the service quality overwhelming majority offered in convenience store service belonged to the must-be quality (M), especially the Dissatisfaction Decrement Index (DDI) appears on the low side, in other words, customer feel significantly unsatisfactory with the convenience store service quality. As expected, there is very large improvement space in the convenience store to increase the customers' satisfaction toward the service quality.

並列關鍵字

Convenience store ； Urban ； Kano two-dimension model ； Important-Performance Analysis