- 學位論文
品牌文化傳遞差異量測-以G集團KTV為例
Differences Measurement of Delivering Brand Culture-a Case Study of G Group KTV
摘要
台灣服務業的研發投入偏低，經營團隊為了要節省人力及成本，往往規劃服務標準一致或最小服務範圍，而員工要保住工作權，也往往隱藏實際現場顧客的服務需求。日積月累後，造成規劃服務範圍及尺寸且不直接接觸客戶的經營團隊與客戶對於服務期望與知覺的落差。 G集團KTV為該產業的龍頭，雖然重視研發且平常都有收集顧客的服務需求，平時也鼓勵第一線的服務員勇於表達顧客需求，卻苦無方法驗證。且因外部顧客到店消費時因注重隱私及帶有酒意，並無法像其它服務業(例如:餐廳、電影院…)順利的收集到外部顧客的意見。 本研究將內部區分為上層及下層人員，利用KTV SQ AHP問卷量測內部服務期望的差異。其次，選出10位內部顧客交叉評分，用作業層KTV SQ AHP問卷及內部顧客對於服務行為的評定，量測內部行銷的差異。最後。以內部人員的KTV SQ AHP問卷與內部顧客對於服務行為的評定做為量測服務期望與知覺的差異。 本研究以人員層級數、收集方法及以內部顧客意見等為研究架構，命名為BCS模型，其次以SERVQUAL量表為基礎，加入「服務傳遞」構面，命名為KTV SQ量表，用其產生KTV SQ AHP問卷及KTV SQ交叉評分表。第三，調整KTV SQ AHP問卷的填答方式，讓G集團KTV員工能順利填寫，以利收集到正確的意見。最後，與其它研究不同，本研究認為員工知道內部行銷重點後再填寫一次KTV SQ AHP問卷，會因員工要保住工作權而照上級人員期望填寫，因此會隱藏寶貴的外部顧客的服務需求項目。所以本研究以內部顧客評分意見取代。
並列摘要
Taiwan has a low capital intensity in R&D of service industry. To save the labor cost, management team often set up the operation procedure as standard as possible, and limit its min. range of service. In the other hand, employees usually hide the service needs and opinions to make sure they can keep the job stably. To accumulate over a long period, it result in having a large difference between service contents and size which set up by the management team and the service needs exception and service needs aware from customers. As a leader of KTV industry, G- Group pay much attention to collecting customers’ opinions and encourage operators (attendants) to observe the needs from customers. Unfortunately, we cannot find any method or scale to collect or measure them. Compare to other service industry, it is more difficult to do the research since customers did concern about their privacy and sometime they were slightly drunk when they consume. This research, first divided internal organization of G-Goup into upper level and lower level, then it measures the difference of internal service needs exception between these two levels by using KTV SQ AHP questionnaire. Second, it had 10 employees as internal customers, the 10 internal customers measured the difference about internal marketing prompt between upper level and lower level by two methods: one is using operator-level KTV SQ AHP questionnaire, another is using service behavior of servant point table. Finally, the result of operator-level KTV SQ AHP questionnaire and the service behavior of servant point table became the difference of measurement of service needs exception as well as the service needs aware. The BCS model is constructed by employee levels, collect mothed and internal customer opinions, and we added service delivery item to SERVQUAL scale that was considered as a foundation. Then we adjusted the design how to fill in the KTV SQ AHP questionnaire to make sure collecting correct opinions. At least, the different character of this research is it value the internal customers’ opinion instead of KTV SQ AHP questionnaire filled in by employees who know the internal marketing prompt content.