宅配服務品質、服務便利性、顧客滿意及顧客忠誠之研究

An Empirical Study of Service Quality, Service Convenience, Customer Satisfaction and Customer Loyalty for Home-Delivery Industry

許嘉霖(Chia-Lin Hsu)

指導教授 ： 陳穆臻

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

於服務經濟價值體系中，服務品質( Service Quality)之提升乃企業最重要的資產，「知識力、創新力與執行力」乃為核心關鍵競爭優勢，「品質乃競爭之鑰」的意識絕對有提升的必要。
綜觀過去相關宅配之研究，主要探討議題包含宅配路線規劃排程、成功關鍵因素、策略面及探索性研究方面。可是，隨著社會環境變遷，例如工作步調快速、消費習性變遷、生活型態改變及高齡社會來臨，使得消費者對於服務便利性(Service Convenience)需求日益提高。本研究架構乃根據Parasuraman et al. ( 1985)提及之「概念性模型」為主體，並且針對宅配產業特性加以潤飾而成，目的為探討宅配服務品質、服務便利性、顧客滿意(Customer Satisfaction)及顧客忠誠(Customer Loyalty)之間關係。
本研究採問卷方式進行調查，其中受測對象共分為二群，一群為管理者，另一群則為消費者，前者係指從事宅配相關業務之管理者及業務司機(Sales Driver)；後者係指曾使用過宅配服務之消費者。並且，利用SERVQUAL量表予以分別衡量管理者對於消費者宅配服務期望知覺之重視程度，以及衡量消費者對宅配服務之重視程度與滿意程度。之後，利用線性結構方程式(LISREL)進行實證分析。
其中，關於本研究架構模式一，實證結果發現「管理者對於消費者宅配服務期望知覺」與「消費者期望服務」之間有顯著差異。而且，二者之間所產生之五大構面差距分別與服務品質之間呈現顯著正相關。可是，服務品質及服務便利性構面分別對顧客忠誠無顯著相關，亦即於模式一之研究架構中，影響顧客忠誠之因素有很多，服務品質及服務便利性只是其中二項。
此外，關於本研究架構模式二，實證結果發現「消費者宅配服務期望」與「消費者接受宅配服務後之實際感受」之間有顯著差異。而且，二者之間所產生之五大構面差距分別與服務品質之間呈現顯著正相關。其次，服務品質及服務便利性構面分別與顧客忠誠呈現顯著正相關。
因此，於宅配產業中，為求能對不斷變化之市場做出快速反應，以滿足不斷增加之競爭需求，企業本身除了積極追求技術之精進、釐定專注之業務發展方向外，重點營運方向亦要鎖定於提升服務品質，如此得以鞏固既有之競爭優勢及提高競爭力。

關鍵字

服務品質 ； 服務便利性 ； 顧客滿意 ； 顧客忠誠 ； SERVQUAL ； 線性結構方程式

並列摘要

In the economical value based service, service quality improvement is one of the most important assets in business. Knowledge, creativity and execution are the cores of competitive advantage. It is necessary to advance the consciousness of quality in the dynamic market.
Through the comprehensive literature review of home-delivery, the previous studies focused on route planning schedule, key success factors exploration, strategy and exploratory study for home-delivery. However, due to the changing macro environment, work rhythm accelerated, consumption behavior change, life fashion change and ageing society lead to the needs of s convenient ervice. In this thesis, according to the conceptual model by Parasuraman et al. (1985) and the home-delivery characteristics. This study discusses the relationships between service quality, service convenience, customer satisfaction and customer loyalty.
In this thesis, an empirical study conducted by questionnaires is used to survey the above issue. The sampling targets are divided into two, one of them is manager in home-delivery sector, another is consumer of home-delivery. The former means managers involved in the related task of home-delivery, the latter means the consumers who ever used home-delivery services in the past. Furthermore, SERVQUAL is applied to measure the importance perceptions both of managers and consumers in home-delivery services. LISREL is then adopted to verify the survey.
In the manager’s perspective (Model 1), the manager’s perception of customer expectation and customer expectation in home-delivery services are obviously different. Moreover, the gaps of five constructs positively correlate to service quality. However, service quality and service convenience do not have significant relationships to customer loyalty.
Furthermore, in the consumer’s perspective (Model 2), the customer expectation and perceived service are obviously different. Similar to the manager’s perspective, the gaps of five constructs positively correlate to service quality. Service quality and service convenience, however, positively affect the customer loyalty.
As a result, in the home-delivery industry, in order to rapidly respond the diverse customers’ requirement to face the challenge of fierce competition, service providers of home-delivery have to aggressively improve service levels to strengthen their competitive advantages.

並列關鍵字

Service Quality ； Service Convenience ； Customer Satisfaction ； Customer Loyalty ； SERVQUAL ； LISREL

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