- 學位論文
營建預售屋銷售流程服務創新之研究
The Study of Pre-Construction Home Sales Process of Service Innovation
摘要
隨著經濟景氣的循環，建築業為了能因應不景氣的大環境，預售屋的銷售模式隨之而生，透過預先分期付款的方式同時紓緩建商與消費者雙方經濟上的壓力，而代銷業便透過這樣的需求開始提供服務。 隨著預售制度的發展與應用，許多相關議題也相繼地浮現，這些議題多跟法律、財務或房屋設計有相關，而這些議題不外乎是消費者購買預售屋時無法充分表達己身的意見，或是消費者難以窺視到預售屋代銷業者的整體流程發展。此外，隨著產業的激烈競爭、消費者的需求增加，如何改善服務的品質藉以提升顧客的滿意度也成了企業在銷售營運上新的課題。 在近年開始倡導服務科學的概念下，過去無形的服務也開始有了科學化的方式予以明確定義與改善，本研究藉由服務藍圖法將產業服務產品給予清楚價值鏈定位，再透過修正後之Servqual量表找出服務價值鏈中之服務缺口，並利用品質管理技術－QFD針對服務缺口予以改善，接續將改善因子整合入新的藍圖中，最後採用模糊德爾菲法來進行本研究流程驗證之信效度。其結果也可提供企業做為實務上銷售流程擬定之參考。
並列摘要
As the cycle of economic, the construction industry in order to respond the depressed environment, Pre-construction home sales process had built, consumers could pay by installments. Through this way both builders and consumers could reduce the pressure, and that was how consignment business started up. With the development and application of pre-sale system, many related issues had come, these issues with legal, financial or housing design-related. And these issues are nothing more than when consumers cannot fully express their own opinions, or it is difficult for consumers to look over consignment business’s whole process. In addition, because of the intense competition and high consumer demand, how to improve the quality of the services has become the subject for consignment business. In recent years, service science have become a new way to identify and improve the service, the past intangible services began a scientific manner with a clear definition and improvement. This research through blueprint to draw the service prcess then, using Servqual to find the service gap of consignment business, and use QFD to improve the service gaps, next, combine the improvement factors to the new blueprint. Finally, this research use FDM to verify the new process. This result can also offer enterprise to refer their process.