個人電腦售後服務成效之研究

由於近年來個人電腦的銷售通路大部分轉向量販店與大賣場中。而傳統銷售模式，較注重售後服務的電腦公司似有逐漸式微的趨勢。因此，研究者興起了研究的念頭，是否電腦軟硬體產品已經成為不再需要經常售後服務的產品呢？還是電腦產業已經需要一種專職電腦售後服務的公司，來和量販店、大賣場、電視購物與網路商場相輔相成。經由上述的概念，本研究著重在了解顧客對於期望的服務與過去經驗的服務之間的差異如何？以製作問卷方式收集與研究不同特徵群體顧客之需求行為以及服務需求差異，進而了解顧客對目前市場上服務滿意程度的狀況，也了解顧客所重視的服務項目。為了探討顧客對於個人電腦業的服務滿意度，本研究利用Parasuraman , Zeithaml & Berry 三學者提出的一套衡量服務品質的量表，稱為SERVQUAL量表的五個衡量構面，比較顧客對於認知經驗中的服務感覺與期待中的服務方式之間的差異，加以統計分析。經過本研究實證研究發現，顧客對於個人電腦售後服務品質之滿意度方面，25個衡量項目全部落在負值區，以態度衡量來看，電腦售後服務的作為未能滿足顧客的需求與期望，也就是對目前的服務狀況不滿意。本研究也調查出顧客重視的服務項目排名，這些結果非常值得電腦銷售與服務相關廠商作為改善服務品質的依據。

關鍵字

期望的服務；過去經驗的服務；服務滿意度； SERVQUAL量表

並列摘要

The way in selling personal computer already turns into shopping mall instead of conventional stores. In traditional sales mode, the computer companies which focus on service come slim of competitive market as usual. Therefore, “Are computer products no longer need more service as before? Or computer industries need a professional service company to handle their products?” is as a research worker to rise and develop to compete with direct sales, shopping mall and shopping TV. According to the concept above, this research is focus on understanding customers who has different expectation and experience on products service between nowadays and past. Question form, one of the ways to collect and to research the demand of behavior and service on different group of customers. Also to understand the level of service satisfaction and service items which those are customers respecting. After doing the research, the levels of customer’s satisfaction on personal computer service, all of 25 balance items fall in minus area, on attitude measurement, the quality of computer product service cannot be satisfied by customer’s demand and requirement. This also means that customers doesn’t satisfy the presently product service. This research also founds that the list of service item also important to customers. The results from this research are valuable to companies which are computer sales and service relative that they can follow to improve their service quality.

並列關鍵字

expected service ； experienced service ； service quality

參考文獻

[3] 楊錦洲（民91），「服務業品質管理」，品質學會。

[10]Parasuraman,A.,Zeithaml,V.A.&Berry,L.L.（1985）, “A Conceptual Model of Service Quality and Its Implications for Future Research”,Journal of Marketing , 49, pp.41-50.

[1] 漆梅君（民90），「透視消費者」，學富文化事業有限公司。