休閒服飾業服務品質之探討與實證
─以太安可服飾中和店為例

過去QFD 應用在服飾業的相關研究，絕大部分是針對產品設計的階段來著墨，本研究主要係藉由對太安可全國量販服飾店中和分店的實證研究，來驗證質量兼具的QFD，對服飾業整體服務表現之服務品質與顧客滿意的適用性。本研究的研究對象主要為此服飾店的顧客、銷售人員以及其競爭者等研究主體。其進行步驟乃首先針對『太安可服飾中和店』的顧客，運用個別訪談的方式，將訪談內容經由分析以確認出太安可服飾中和店消費者的需求構面，以其所關注的服務屬性；再以問卷調查的方式進行顧客意見之重視程度與滿意程度調查，以及該服飾店與競爭者的評比；繼而把顧客需求與服飾店欲施行的品質改善技術兩者所構成之相關矩陣，加以綜合評估與分析，以作為服務品質改善技術執行優先順序之依據，研擬最後之服飾業服務品質改善方案，以期提升太安可服飾中和店之整體服務品質水準。

關鍵字

服務品質；品質機能展開；服飾業

並列摘要

Most of the previous researches using QFD to the casual apparel industry focused primarily on the design process of product. In order to provide a clear demonstration concerning the application and analytial techniques of QFD, an empirical study on the ANKL shop in Zhong he was conducted to apply Quality Function Deployment on the apparel Industry. Two main focuses of this study are the customers of the ANKL shop and the competitors. Personal interviews with individual customer were conducted first. The results were analyzed with content analysis method to identify what the customers need and what aspects of service the customers concern most. Secondly, surveys were conducted to gather information on the importance of customers’ opinions, satisfaction, comparison with competitors, and order of customers’ needs. Thirdly, customers’ needs and the quality improvement of the shop are put in matrix. This matrix is evaluated and analyzed. The results are used as the basis for setting priority for quality improvement. Finally, drafting the improvement project for service quality of apparel industry, to raise the level of ANKL shop’s service quality.

並列關鍵字

Quality Function Deployment ； Apparel industry ； Service Quality

參考文獻

[70] 黎欣怡，應用品質機能展開於醫院整體服務品質之研究-以萬芳醫院為例，碩

[6] 楊錦洲，品質是競爭的最佳策略，高雄：華宇企管顧問股份有限公司，1997。

[15] Jeong, M. & Oh, H., “Quality function deployment: An extended framework

forservice quality and customer satisfaction in the hospitality industry”,

[17] Regan W. J., ”The Service Revolution”, Journal of Marketing, Vol. 27,1963,

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休閒服飾業服務品質之探討與實證 ─以太安可服飾中和店為例

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