應用IPA方法探討羊乳產業服務品質之研究—以嘉南羊乳經銷公司為例

Applying IPA to the Investigation for Service Quality of Goat Milk Industry –Take Chia-Nan Goat Milk Farmers’Cooperative as an Example

鄭為仁(Wei-Ren Zheng)

指導教授 ： 邱國欽 ； 吳曉君

朝陽科技大學/管理學院/企業管理系高階產業經營碩士在職專班/碩士(2016年)

摘要

長久以來羊乳一直都是大多數本國人小時後經常飲用的天然營養食品，但在現今整體環境面臨少子化與老年化的趨勢下，市場急速萎縮且在僧多粥少的情況下各家廠商殺價競爭，造成業者成本增加與利潤縮減的問題。然而，隨著知識時代的來臨，讓羊乳營養價值高的形象存在更多人的心中，因此企業如何握住每個客戶，提升乳品品質及服務品質是羊乳業者維繫顧客滿意度的關鍵因素。本研究以嘉南羊乳之顧客為研究對象，採用問卷發放方式收集樣本，利用IPA方法分析來探討羊乳公司對客戶之服務品質的缺失項目並提出改善。本研究共發出150份問卷，回收129份，扣除無效問卷21份後，有效問卷達121份，有效回收率為86.0%。應用IPA方法找出羊乳經銷公司有6個題項需改善，再藉由擬定改善策略執行並評估成效，希望能提供羊乳公司未來在制定公司政策及目標之方向，改善服務成效，期望提升羊乳公司在未來營運上之競爭力。

關鍵字：羊乳、IPA、服務品質

關鍵字

羊乳

並列摘要

Goat milk has long remained Taiwanese’s most common naturally-nutrient daily drink. However, nowadays, the whole society in Taiwan has been facing the tendencies toward fewer children and an aged society; consequently, the price-cutting competition has taken place amongst daily industries owing to the market dramatically shrinking. Worst of all, it contributes to some issues of increasing corporate operating cost along with reducing its profits.
Nevertheless, with the advent of the knowledge age, the image of goat milk containing high nutritional value deeply remains inside many people’s mind; thus, how to seize the chance to improve the qualities of goat milk and service becomes one of critical elements to satisfy its customers.
The participants of the study derived from those customers living in Da-li District and Wufeng District, Taichung City. Quantitative analysis has been utilized to collect data; moreover, for the sake of identifying the flaws in quality services, the analyzing tool, IPA, has been used in the study. A grand total of one hundred and fifty copies of questionnaires had been distributed to the subjects in the study. One hundred twenty- nine copies were collected afterward. After being examined, Twenty-one copies were taken away owing to invalidity. Valid questionnaires amount to one hundred twenty-one copies. Thus, the effective response rate of the study is eighty-six percent.
According to the result shown, six question items fall into “Concentrate Here” meaning that those are priority to be improved for the purpose of enhancing its service quality. Aside from it, some appropriate suggestions have been provided for Goat Milk Corporative to determine its business policies and the goal to achieve so as to enhance its competitiveness in the business field.
Keywords: Goat milk, Quality service, Correlation analysis, IPA

並列關鍵字

Goat milk

參考文獻

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