服裝設計師應用PZB模型建構服務品質提升系統化之工作程序

經濟部最新資料顯示，2012年紡織業總產值4,525億元，其中紡織產值提高至4,292億元，成衣服飾業產值則下降至232億元。觀察成衣服飾業方面，雖成衣服飾製造產值減少21億元，但經濟合作暨發展組織（OECD）指出，成衣服飾業附加價值現況為34.8%，相較於紡織業附加價值16.87%高出許多，由此可知成衣服飾業正以「質」的成長代替「量」的成長，強調了設計與品牌的重要性。服裝產業，依服務特性可分兩方向探討：一、客製化訂製服：以消費者的要求作設計，消費者擁有更改設計的權利，屬於面對面的提供服務，任何時間都可以修補服務品質的缺失；二、成衣服飾業：消費者購買衣物時，已無法更改該服裝商品設計，但如能有效傳遞消費者訊息至服裝設計師，服裝設計師可依照資料收集分析，成為進行下一波段設計的重要指標，亦可提高服務品質。不論在客製化或成衣業，服裝從有到無，服裝設計師賦予創造附加價值的功能。消費者是服務過程的參與者，沒有顧客導向就無法在市場上贏得消費者。本研究為落實與創造服裝附加價值，以Parasuraman、Zeithaml和Berry三人之服務品質理論（簡稱PZB模型）作為研究的理論架構，導入服裝設計師工作內容，以增加消費者滿意度，並以其延伸之22項SERVQUAL服務品質衡量表為基礎，作為深入訪談問題設計，了解阻礙產生的可能原因，進而找出改善的方法，嘗試建構PZB系統化服裝設計程序，供業界參考。

關鍵字

服裝設計師； PZB模型；服務品質；系統化

並列摘要

The latest data from the Ministry of Economic Affairs shows that the total value of out-put of the Textiles Mills is 452.5 billion dollars, of which the output value of textile increased to 429.2 billion dollars, while that of the Wearing Apparel and Clothing Accessories Manufacturing dropped to 23.2 billion dollars. We can observe that in the aspect of the Wearing Apparel and Clothing Accessories Manufacturing. Although the output value of the Wearing Apparel and Clothing Accessories Manufacturing reduced 2.1 billion dollars, OECD noted that the added value of the Wearing Apparel and Clothing Accessories Manufacturing is now 34.8%, is much higher than 16.87% of the Textiles Mills. We can know that the Wearing Apparel and Clothing Accessories Manufacturing is now growing with its quality instead of the amount. And it emphasizes with the importance of design and brands. The study of Garment industry can be divided into two aspects according to the characteristic of service. One is Customized couture: Design following requirements of customers and service face to face. The customers have the rights to alter. They can repair the lack of service quality at anytime. The other one is the Wearing Apparel and Clothing Accessories Manufacturing: Customers cannot change the design of clothing products when they buy clothing. But if effectively sending messages from customers to costume designers, designers can collect and analyze according to the information. It can become important indexes in next wave and improve the service quality. Regardless of customization or Wearing Apparel and Clothing Accessories Manufacturing, from nothing to clothing, costume designers create the function of added value. Consumers are participants in the service process. We cannot win consumers in the market without customer orientation. In order to fulfill and create the added value of clothing, I set the theory of service quality of Parasuraman, Zeithaml and Berry (the model of PZB for short) as the theoretical framework in this study and guide into the working content of costume designers to increase the customer satisfaction. By means of extending 22 kinds of SERVQUAL service quality measurement table as foundation, hope to design the questions for interviews in depth and understand the possible reason of obstacles and then find the solution and try to construct a PZB systematic program of costume designing for industry reference