- 學位論文
商圈更新再造績效滿意度之研究一以王功商圈為例
A Study on Performance Satisfaction on the Renewal and Reconstruction of Business Area – the Case of Wang-Kung Business Area
摘要
經濟部商業司為提昇傳統商圈之競爭力，自1995年起逐年編列預算推動商圈更新造再造工作，其輔導成效為何？值得探討。輔導成效可從效益、績效等方面來評量，惟輔導期滿至今時間甚短，尚難評估其效益，故透過店家及顧客對輔導措施之滿意度評估其輔導成效，並探討其影響執行成效之因素，進而提出提昇輔導成效之建議。 本研究以輔導王功商圈計畫四個目標為訪談問卷構面，並以該四個目標之輔導措施為主要問卷內容，分別就商圈店家及顧客進行實地訪談，店家部分全面普查；顧客部分則以2002年6月以前曾經到過王功商圈之顧客為研究對象，取樣300份進行研究；店家與顧客對輔導項目之預期高者表示需求較高，預期低表示需求不強烈，預期及實際感受兩者之差代表店家及顧客之滿意度，以了解輔導措施是否符合其需求，及輔導計畫執行之成效，並得出以下結論： 一、商圈更新再造績效不如預期。 二、店家及顧客最不滿意之輔導項目分別為「到王功及附近景點之指標明顯」、「商店環境衛生改善」，執行績效不佳；店家與顧客認為計畫執行成果差強人意之項目分別為「以蚵殼作成之藝術品值得推銷」、「採蚵車生態體驗活動安排及解說」。 三、店家「促銷活動」、「生態體驗」之實際感受對店家整體滿意度具有正向影響；店家「產品創新」、「商機提昇」之期望對店家整體滿意度具有負向之影響。 四、顧客「旅遊資訊」、「產品特色」之實際感受對顧客整體滿意度具有正向影響；顧客「旅遊資訊」的期望對顧客整體滿意度具有負向影響。
並列摘要
To improve the competence of traditional business areas, since 1995, the MOEA had gradually budgeted to renew and reconstruct the business areas year by year. How about the actual achievement for the consulting efforts made by MOEA? It is worthy of our further investigation. The actual consulting achievement can be evaluated in view of efficiency and performance. However, the duration of consulting effort made by MOEA is still too long to substantially evaluate the achievement. Thus, through the satisfaction degrees for vendors and customers in response to the consulting efforts, we can evaluate the real achievement and also investigate the factors possibly influencing the real performance. Thus, we can offer the suggestions to improve the performance and achievement for consulting efforts made MOEA. Within this research, we put our aiming efforts onto the dimensions of interview questionnaires for the consulting efforts made for the Wang-Kung Business Area Plan with 4 goals included. Also, we focus on the said 4 goals to create the major questionnaire contents and separately interview vendors and customers of business areas. As for the part of vendor interview, we have made the overall visiting interview. As for the customer part, we focus on the customers who used to visit the Wang-Kung Business Area to act as the experimental subjects for this research. We have made 300 subjects for sampling research. The higher expectation for vendors and customers in request for the consulting efforts also means the higher demands. The ones with lower expectation mean lower demands in consulting efforts. The difference between expectation and actual sense means the performance satisfaction of both vendors and customers so that we can understand whether the consulting efforts can meet the actual demands and the real achievement of the relevant consulting plan. We conclude as below: 1. The performance for renewal and reconstruction of business area is not as good as we suppose. 2. The consulting service items with least satisfaction answered by vendors and customers are separately ”The Eye-catching Labels Leading to Wang-Kung and Adjacent Scenic Spots” and “The Improvement for Store Environment Hygiene” for inferior execution performance. The items with mediocre satisfaction for plan execution performance answered by vendors and customers are separately “The Art Object Made by Oyster Shells Is Worthy for Sales Promotion!” and “The Activity Arrangement & Explanation for Oyster Farming Ecology Visit”. 3. The real sense for vendors feel about the “Promotion Activities” and “Ecology Experience Visit” will positively influence the overall performance satisfaction. The “Product Innovation” and “Business Opportunity Improvement” expected by vendors will negatively influence the overall performance satisfaction. 4. The real sense for customers feel about the “Touring Information” and “Product Features” will positively influence the overall performance satisfaction. The “Touring Information” expected by customers will negatively influence the overall performance satisfaction.