百貨業內部行銷服務創新模式

An Internal Marketing Service Innovative Model for Department Store

林衍伶(Yen-Ling Lin)

指導教授 ： 陳銘崑

國立臺北科技大學/管理學院/工商管理研究所/博士(2014年)

https://doi.org/10.6841/NTUT.2014.00305

摘要

近年來百貨業競爭激烈，消費者的需求趨於多元化，越來越重視服務品質與體驗。在服務流程中，與顧客接觸的第一線員工，扮演著舉足輕重的角色，百貨業者若想在這競爭激烈的環境下生存，可以針對員工進行內部行銷，透過教育訓練、管理者支持、內部溝通、人事管理及外部溝通等方式，來滿足員工的需求，使員工滿意度提高，進而為顧客提供良好的服務。本研究針對百貨業內部行銷進行服務創新，以TRIZ理論解決矛盾，運用TRIZ40項創新原則發展改善方案，並結合Kano模式、Refined Kano模式、I-S模式，改善內部行銷之服務品質。藉由上述之研究步驟，本研究提出百貨業內部行銷服務創新策略，以作為業者制定內部行銷服務創新之參考依據。不僅有助於員工在工作上獲得滿足，也能使消費者享有更優質的服務品質。

關鍵字

內部行銷 ； 服務創新 ； TRIZ ； Kano模式 ； 百貨公司

並列摘要

In recent years, the competition among department stores has intensified. Consumer demand has become more diversified, and consumers have begun to pay more attention to service quality and user experience. The service employees in contact with customers on the frontline play a very important role in the service process. For the survival of a department store in such a competitive environment, the quality of customer service is a key factor, and it can be improved through effective internal marketing. To pursue this goal, department store employers can adopt various means, such as employee training and education, manager support, and strengthening of internal communication, human resource management and external communication, to meet the employees’ needs and improve their satisfaction, thus improving the quality of customer service. The purpose of this study was to explore the service innovation of the internal marketing within department stores. In combination with the Kano Model, the Refined Kano Model, and the Importance-satisfaction model, we applied the theory of TRIZ to solve the contradiction and adopted the TRIZ Inventive principles to develop programs for improving the service quality of internal marketing. Based on the results derived from above processes, we proposed an innovative strategy of internal marketing for the department stores, which could serve as a reference for the development of internal marketing programs. Such programs are conducive to the improvement of employee satisfaction, thus ensuring the delivery of high-quality customer service.

並列關鍵字

Internal Marketing ； Services Innovation ； TRIZ ； Kano ； Department Store

參考文獻

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