神秘顧客調查法應用於便利商店服務品質查核之研究

The Application of Mystery Shopper Survey Method in Convenience Stores Service Quality Auditing

謝良鳳(Liang-Feng Hsieh)

指導教授 ： 陳銘薰

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

在分析台灣便利商店神秘顧客查核模式現況時發現，查核項目與消費者認知為重要的服務項目間存在差異。在找不到釋疑的文獻或報告之餘，本研究希望能以客觀分析的方式，證明及找出解決的方案。
本研究的流程是引用「SERVAUAL」服務品質五大構面的基本概念，以問卷的方式蒐集便利商店業者、神秘顧客查核人員及便利商店的消費者的研究對象的資料，經過獨立樣本T檢定的分析工具，找出業者與消費者間，對於服務品質項目認知為重要的程度之差異。T檢定後的結果，再回訪研究對象以期能找出顯著差異的原因、提供業者作為管理的參考。
本研究的分析結果超出原本的預期。除了找出差異及原因並提供給業者管理參考的原始研究目的之外，也讓業者了解過去設計及執行神秘顧客查核工作時，已經偏難消費者認知這個主要議題，個別業者將會重新檢視其查核設計及執行流程。業者對於服務品質提升的議題，將會更加重視員工服務品質的教育訓練及國際服務品質管理制度的導入。除此之外，本研究的結果也發現，一份便利商店神秘顧客查核制式量表的必要性。
在服務產業業者普遍採用神秘顧客查核模式評核其服務品質水準的同時，業者也普遍地存在一個忽略消費者服務需求的現象。唯有隨時檢視這種現象並修正之，才能符合神秘顧客查核模式的真正意涵。

關鍵字

便利商店 ； 神秘顧客查核

並列摘要

Analyzing the status of Taiwan convenience stores mystery shopper auditing their service quality, we found that there are existing difference between auditing item and customers’ recognition. In the literature, or can’t find clear up doubts over report, an objective of this study is to analyze ways to prove and find solutions. This research is hoping to proof and find out the solution about this topic with objective analyzing.
This research process is refer the "SERVAUAL" five dimensions of service quality concepts, by to the questionnaire way to convenience store industry, mystery shoppers auditors and consumers, collect to facilitate the study of information by independent samples T test of the analysis tools to identify the industry and consumers. The service quality items for the degree of recognizing differences of the important. T test results after, and then re-study to find out the reasons for significant differences, providing the industry as a management reference.
The results of this study are surpassing than originally expected. In addition to identifying differences and the reasons of the differences, and provide to the industry for their management reference purposes. But also that the industries to understand the past, the design and implementation of the mystery shopper audit work, has been biased in the consumer recognizing differences topic, individual industry will review its service quality auditing design and implementation process. Industry improved the quality of service issues will be more emphasis on staff training and introduce the international service quality management system. In addition, the results of this study also found that necessaries of a standard convenience store mystery shoppers checking scale.
At the same time of the service industry widely used mystery shoppers auditing mode to check out the service quality levels were assessed, the industry have generally ignored the existence of a phenomenon of consumer demand. Only at any time to view the phenomenon and amending the process, and then can be sure that to meet the real meaning of mystery shopper auditing model.

並列關鍵字

Convenience Store ； Mystery Shopper ； SERVQUAL

參考文獻

SGS服務驗證系統，2003，SGS台灣檢驗科技股份有限公司。

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