以IMP互動模式建構自動化產業專業服務品質：品質機能展開法研究

服務品質一直是企業在投入服務時所重視與關注的項目，並且已有眾多行銷學者研究指出，提升服務品質是改善客戶滿意度最有效益的方式，因此如何加強現有的服務品質，是企業所要面臨的課題。以工業自動化產業為例，業者所販售的產品並非予終端用戶使用，提供給企業客戶的服務具有專業性及技術性，此外，業者與企業顧客的互動密切度更甚於民生消費服務領域。故本研究將從企業對企業的角度來觀察專業服務品質，並加以探討。本研究的主要目的在於探討自動化專業服務品質的重要因素項目與其重要性排序，並以此建構品質屋。因此，本研究藉由IMP互動模式的專業服務品質構面以及其要素，建構自動化業者的專業服務品質構面及要素指標。本研究採用問卷調查方式進行資料蒐集，發放對象為工業自動化產品的顧客及其使用單位，共回收 66 份問卷，經篩選無效問卷後，得 55 份有效樣本，採用層級分析法(AHP)及品質機能展開法(QFD)，進行研究分析。研究後發現(1) 全體的受訪者在評估專業服務品質時的重視排序為「產品與服務」、「社交合作」、「相互適應」，「資訊互動」則是最後被考量的要素。(2) 在整體專業服務品質的重要性排序中，前五位依序是「能達成交期」、「具專業技術」、「實務經驗」、「具品質控管」以及「能建立互信」。(3) 由品質屋中發現，業者應朝「增加工程師應對各工程規格的能力」、「做好每個客戶交予的專案」以及「教育工作人員大方分享經驗」這幾個方向改進，可有效提升服務的滿意度。本研究使用的資料來自個案的工業自動化業者，故希望能藉由個案業者之缺失檢討與改進建議，提供予台灣在工業自動化產業的服務提供者做參考。

關鍵字

專業服務品質；層級分析法； IMP互動模式；工業自動化

並列摘要

Service quality has been paid attention that companies get involved in service. Scholars have pointed out that improving service quality is the most effective way to improve customer satisfaction. Therefore, how to strengthen existing service quality is what companies may face. Taking the industrial automation industry as an example, the products may not be sold to end-users. They are requested to provide professional and technical service to their customers. The interaction between the service providers (firms) and customers (firms) is closer than that in the consumer services field. Thus, this research will observe and discuss professional service quality (PSQ) from a business-to-business perspective. This study mainly explores the factors of PSQ and its order of importance for the industrial automation market. Then, build up its quality house according to the result. This study adopted the PSQ dimensions from the IMP interaction model to develop the criteria for the professional service quality of the automation industry. In this study, the questionnaire survey was used to collect data. The targets are the clients using industrial automation products. Out of 66 samples, there are 55 valid ones were obtained. Further research and analysis are applied to the analytic hierarchy process (AHP) and the quality function development method (QFD). In results this study found that (1) the PSQ criteria emphasized by customers ranked in orders are: “Product/Service Exchange”, “Social Exchange”, “Adaptation”, and “Information Exchange”. (2) the top five PSQ criteria in overall professional service quality are: “on-time delivery”, “technically qualified”, “hands-on experience”, “with quality control”, and “trustworthy”. (3) In the house of quality analysis, the service providers (firms) should focus on "improves engineer's technical capabilities on various spec.”, “provides reliable services for each project”, and “generous experience sharing”. These would effectively improve the service satisfaction. In this study, the empirical data comes from the case of professional service firms in the automation industry, hoped through the lack of case industry review and improvement suggestions, it can be provided an improvement to Taiwan's automation industry service.