預拌混凝土業服務品質重要度與滿意度認知差異之研究－以Y公司為例

The cognitive differences of service quality importance and satisfaction level in ready-mixed concrete industry - The case study of Y company.

洪淑華(SHU-HUA HUNG)

指導教授 ： 吳泰熙

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

預拌混凝土是國內營建業普徧使用的材料，但因產品成熟度高，差異化不明顯，加上
業者設立門檻低、已形成市場上供過於求的現象。預拌業者為了生存，除了要面臨激烈的價格競爭外，更要思索如何在服務品質上贏得顧客較高的滿意度，以長久維繫顧客的忠誠度。本研究乃以某預拌混凝土廠的顧客為研究對象，檢視其當前所提供之服務品質和顧客心中的期望是否存在認知上的差異，並進行滿意度調查，再依研究結果提出調整與建議改善次序。總計針對該預拌混凝土廠全省客戶發出160份問卷，有效回收148份，回收率92%，再分別利用Kano品質模式、顧客滿意度指標(customer satisfaction index, CSI)、偏相關、迴歸分析以及改善效果指標(improvement effort index, IEI)等衡量工具，結合重要度－績效分析法(importance-performance analysis, IPA) 將各服務屬性編列改善次序。研究結果顯示，Y公司在顧客最重視的機器穩定、遇瞬間大量出貨時不斷料..等反應性的構面上滿意度偏低、與顧客認知的期望值差距最大，應被列為優先改善項目。但對於顧客同樣也很重視的原料品質、產品強度保證等，則持相對肯定的態度，且由於該兩項在Kano分類中屬於一維品質屬性、滿意貢獻度也最高，若能持續提升，不僅可提高顧客滿意度，同時也能降低顧客不滿意的程度，可望發展為該公司未來的核心競爭力。至於其它有形性、關懷性等構面的服務品質，研究結果則顯示可暫時列為低順位區，建議該預拌廠可在有限的資源下，依本研究結果的顧客滿意度指標、改善效果指標，提出改善計劃，以獲得最佳的改善績效。

關鍵字

預拌混凝土 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

“Ready-mixed concrete” is a commonly-used material in Taiwan’s construction industry. However, due to the market’s high maturity and the product’s low differentiation, the market has been saturated. For surviving through the oversupplied market, companies not only have to face the fierce price competition, but also need to figure out how to gain customer’s satisfaction, in order to maintain the client’s loyalty toward the company. This study targets on the customers of a certain ready-mixed concrete factory, surveying if the service it provides has meet the customer’s expectation. According to the results, the study puts forward some adjustment and suggestions. 160 questionnaires were sent to the customers throughout Taiwan, 148 were received back, and the recovery rate is 92 percent. In the study, we uses measurement tools including Kano model, customer satisfaction index (CSI), partial correlation analysis, regression analysis and improvement effort index (IEI), combining with importance-performance analysis (IPA), to carry out the satisfaction survey toward all kinds of service attributes, in addition, compiling the improvement order. According to the study, most of the customers think that responsiveness determinant such as steady supplement is more important than other services, nevertheless, the satisfaction of that item is lower than others. There is a large gap between the result and the customer’s expectation, especially for those customers which have dealt with this factory for 11-15years. Therefore, this should be listed as a priority to improve. Moreover, customers also pay much attention to the quality of the raw materials and the guarantee of the compressive strength. According to the survey, customers hold positive attitude toward the factory’s performance. Furthermore, this service belongs to one-dimensional attribute, so if the contentment can be maintained or even improved, not only can the customer’s satisfaction be up surged, but it also plays a crucial role in reducing client’s dissatisfaction, and this may further be developed as the company’s core competitiveness. As for other tangible and care services, can be placed at a lower rank, according to the study. Last but not least, as the study suggests, under limited resource, the ready-mixed concrete factory should provide an improvement plan immediately, by referring to the customer satisfaction index (CSI) and improvement effort index (IEI) in the study, in order to gain great improve performance.

並列關鍵字

ready-mixed concrete ； SERVQUAL ； quality of service ； customer satisfaction ； customer loyalty

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