量販店在現今生活中,扮演了不可或缺的角色,除了能提供多樣多量商品外,近幾年量販店也逐漸販賣生鮮食品,讓消費者能有一次購足的便利。量販店除了提供有型的商品外,無形的商品,也相對重要,例如商譽及服務等,對企業帶來重大的效益,而現今,顧客更是強調服務至上,使得許多企業更注重服務品質的觀念。全聯福利中心近幾年,成長幅度相當快,2012年營收甚至超越家樂福,擁有如此亮眼的成績,因此全聯將是這次研究要探討的對象。 本研究以PZB服務品質模式與顧客滿意度理論做為基礎,運用重要-表現度分析法(IPA),並設計及分析問卷,調查虎尾全聯福利中心林森店之顧客滿意度。問卷之構面以SERVQUAL為基礎,且以有形性、可靠性、反應性、保證性及同理性,設計25個相關服務品質問項。 經過研究統整結果,透過IPA的分析得知顧客高重視度卻低滿意度應優先加強改善的項目有(1)提供顧客足夠停車空間(2)對顧客抱怨,盡速處理,服務態度補救措施誠懇(3)對承諾顧客的服務可以預期完成(4)服務人員不會因忙碌而忽略顧客(5)商品價格低廉,針對這些項目,應該加以改善讓全聯可以更進步。
Nowadays, hypermarket is indispensable to our life. In addition to providing diverse product in recent years, it has been selling fresh food to make customers convenient once. Besides to providing visible good, invisible good is more important than it. For example, goodwill, service and so on. It could bring the greatest benefit to the company. Presently, customers emphasize “service first”, so most businesses focus on service quality.Of late years, PX Mart has of late years grown rapidly. In 2012, its rate of revenue is better than Carrefour in Taiwan. For this reason, PX Mart becomes the object of the research. The research is based on PZB model of service quality and customer satisfaction. Important-Performance Analysis are used to construct survey and analyze, and investigate customer satisfaction of PX Mart on Linsen Road, Huwei. Facets based on SERVQUAL questionnaire, and tangibility, reliability, responsiveness, assurance and rational, designed 25 service quality. After Research Commission whole results, through IPA of analysis learned that customer high attention degrees is low satisfaction degrees should priority strengthening improved of project has (1) provides customer enough parking space (2) On customer complained, as soon as possible processing, service attitude remedy measures sincere (3) On commitment customer of service can expected completed (4) Service personnel not for kick and ignored customer (5) Commodity price low, for these project, should be improved let full joint can more progress.