商圈服務品質構面對應服務品質策略之研究

A Study on the Service Quality Dimensions of Business District Corresponding with Service Quality Strategies

劉明德(Ming-Te Liu)

《品質學報》 17卷3期 (2010/06) Pp. 247-267

摘要

本研究嘗試對商圈服務品質構面與SERVQUAL量表構面的一致性進行比較，來探討不同型態商圈的服務品質構面是否有所差異。並運用SWOT矩陣及TOWS矩陣分析，來對應可行的商圈服務品質策略。研究結果顯示不同型態商圈的服務品質構面有所不同，屬特色產業的深坑老街，以小吃聞名，其服務品質項目經萃取出五構面後，取名爲服務保證、專業能力、文化呈現、環境與資訊管理及交通規劃；屬文化產業的平溪商圈，以文化觀光展現特色，經將服務品質項目萃取出四構面後，命名爲服務管理、特色展現、交通與資訊提供及環境維護。再由服務期望與知覺分析的結果結合服務品質構面，獲得深坑老街與平溪商圈的SO、WO、ST及WT服務品質策略。此種將服務品質構面與策略對應的方式，期望能爲商圈的經營，提供有效策略選擇，突顯地方產業特色。

關鍵字

商圈 ； 服務品質構面 ； 服務品質策略 ； TOWS矩陣

並列摘要

This study aims to compare whether the service quality dimensions of business districts and the dimensions of SERVQUAL measure are consistent, and then analyze whether service quality dimensions are different due to the difference in types of services. SWOT and TOWS matrix analysis are applying to match substainable strategies for business districts. The findings are that the service quality dimensions of different business districts are different. The pragmatic findings are that Shenkeng Old Street is a business district of special industry and well-known for its snacks. Its five service quality dimensions elicited are service guarantee, professional ability, culture presentation, environmental and information management and traffic planning. In addition, Pingsi Business District is a business district of cultural industry and famous for cultural tourism. Its four service quality dimensions are service management, feature presentation, traffic and information arrangement and environmental protection. Through linking the outcome of the gap analysis between expectation and perception of services with the above-mentioned dimensions, some combinations of strategies matrix to manage Shenkeng Old Street and Pingsi Business District are created, including service quality strategies of SO, WO, ST and WT. It is hoped that these strategies are effective on attracting more people, bringing more businesses, enhancing their fame, and showing features of their local industries.

並列關鍵字

business district ； service quality dimensions ； service quality strategies ； TOWS matrix

參考文獻

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