企業運銷服務績效之研究

唐富藏 ； 蔡宏明

《管理評論》 8卷 (1989/07) Pp. 23-43

https://doi.org/10.6656/MR.1989.8.CHI.23

摘要

本文乃對本省南部一家營業規模相當大而有名的食品公司做實證分析，以問卷調查該公司經銷商對個案公司運銷服務之反應，透過重要性－成效性分析，得知個案公司亟需改造之運銷項目。經由ANOVA分析，發現針對各類經銷商有採取不同服務策略之必要。接著，從多元廻歸分析中，瞭解影響整體滿意水準之關鍵因索，並將該結果與重要性―成效性分析相對比較，從而發現對各類經銷商所應注意的關鍵構面，做為擬訂服務策略之參考。
在對各服務構面之平均數順序排列之等級，做Spearman相關係數檢定後發現：當顧客對服務構面之期望愈高時，他對該服務構面之表現覺得不滿意之機會愈大。由此可見，如何發掘客戶對服務之需求及其對該需求的期望水準是企業制訂服務策略時，所不能忽視的。
運銷服務專業化的推動，除了企業主管須予以適切的支持外，運銷人員的甄選、訓練，實體運銷設備的改進及運銷活動的程序管理三者，更是執行運銷策略的基本要素，如何調配此三Ps'以增進顧客對服務的滿意度，將是企業推動連銷服務專業化之策略焦點。

關鍵字

企業運銷 ； 服務績效 ； 重要性－有效性分析 ； 史氏相關分析 ； 運銷服務策略

並列摘要

This paper is a case study about logistic service of a large and also famous food manufactor on southern Taiwan. From the importance-effectiveness analysis we can find out the items of logistic activity which should be improved. We also find out different service strategy should be applied to different category of dealers. The key impact variables to the overall satisfaction level can be found out by multiple regression analysis, and a comparison with the importance-effectiveness analysis will point out the key dimensions should be adopted to the different categories of the dealers. And these dimensions are the bases of the logistic service strategy of the firm in case.
In this paper we rank the average scores of the service dimensions in order, and then do a Spearman correlatioon coefficient test. We find: the higher expectatioon a customer put to a service dimension, the large probability of unsatisfaction he get from that dimension, which means that the logistic service the firm provided is inconistent with the demand of customers. Some improvement and adjustment of service dimensions thus are necessary. Specialization of logistic service may be a good managers an also the employees.

並列關鍵字

Logistic ； Service performamce ； Importance-effectiveness analysis ； Spearman correlation test ； Logistic service