現在是個服務業快速發展的時代,顧客對商品的選擇要求變得更多樣化,並且顧客越來越重視商品的品質好壞、服務的態度、商店內部環境、便利性,所以要如何提升統一超商的顧客滿意度與服務品質,成了7-ELEVEn 永續發展必要學習的課題。 本研究應用Kano二維品質模式與IPA重要度與滿意度分析來研究7-ELEVEn的服務品質。調查7-ELEVEn之顧客滿意度,問卷之構面以SERVQUAL為基礎,具有形性、可靠性、反應性、保證性及同理性,設計了25個相關的服務品質問題,以不記名的方式隨機抽樣7-ELEVEn的消費者為發問卷的對象,共發出360份問卷,有效回收問卷341份,將7-ELEVEn服務,運用二維品質特性來歸類與計算7-ELEVEn所提供服務品質的滿意指標(Satisfaction Increment Index,SII)及不滿意指標(Dissatisfaction Decrement Index,DDI),來了解顧客的需求。 研究結果發現,7-ELEVEn的消費者普遍認為業者提供的服務項目大多屬於當然品質(Must-be quality),為理所當然的服務。如果能改善重點題項就能有效的提升顧客的滿意程度。
It’s a service era of rapid development. The requirements of selecting goods to customers became more varied. Internal environment of convenience store , the attitude of convenience store staff, quality of goods and customers are becoming more and more important . Therefore, how to promote the customer’s satisfaction and service quality is the issues of 7-ELEVEn sustainable development . The research applies Kano two-dimensional quality model and Importance- Performance Analysis to evaluate 7-ELEVEn service qualities. According to the survey of customer satisfaction in 7-ELEVEn, the items of service quality was designed by using SERVQUAL . Random questionnaires to consumers. The study got 341 valid questionnaires from 360 questionnaire distributed. This study calculates 7-ELEVEn Satisfaction Increment Index and Dissatisfaction Decrement Index by using two-dimensional quality model. The results showed that most of customers consider that the stores provide Must-be quality service in 7-ELEVEn. If we improve the key items, we will be able to effectively enhance customer satisfaction.