結合灰關聯分析與品質機能展開法探討形象商圈服務品質之研究

Adapting GRA and QFD Approaches to Enhance Service Quality of Image Business Zone

林士彥(Shih-Yen Lin)

《生物與休閒事業研究》 2卷2期 (2004/12) Pp. 38-65

https://doi.org/10.30133/BLIR.200412.0003

摘要

為促進國家整體商業現代化，經濟部商業司近年來致力推動「形象商圈塑造計畫」，期使個別商店跳脫以傳統獨立的管理模式，導入區域性共同經營及共同管理的經營理念。藉由共同商圈群的成立，從競爭轉以合作為主的關係，結合區域產業特色及社區發展意識，共創商業、文化、生活、藝術等多功能、多目標、多元化之商業環境，以改善商業環境服務品質與提昇生活品質。
本研究以嘉義市中正公園形象商圈為例，探討形象商圈消費者對預期服務品質和實際接受服務後的認知差距情況，基於以顧客為導向的品質應用模式日獲重視，本研究結合品質機能展開模式的品質屋架構，將顧客關注的需求融入於服務的內部流程設計，並結合多評準決策之灰關聯分析找出真正應重點管理之關鍵作業技術項目與值得優先因應之重要品質要素，確保提供顧客所需的服務，縮減顧客與服務提供者間的差距。本研究發現形象商圈前五項重要服務品質技術，包括「安全性」、「開放性」、「便利性」、「互動關懷性」、「情報性」。形象商圈業者應依優先順序執行策略，改善服務品質，再創傳統商圈的商業榮景。

關鍵字

形象商圈 ； 服務品質 ； 品質機能展開 ； 灰關聯分析

並列摘要

Promoting mercantile modernization, Department of Commerce of Ministry of Economic Affairs is committed to support the Image Business Zone Makeover Program in recent years. The vision of the program is to help individual stores get rid of conservative and independent management model. The program works on building a management model on the basis of integrated regional activity and community cooperation. Integrating regional characteristics and community value, the program creates a multi-function commercial environment with mercantile, cultural, aesthetic and better service quality and living quality.
Taking image business zone of Chung-Cheng City Park of Chiayi as an example, we study the service quality of the region and it shows certain gaps between expectative and actual services. Since customers are the soul of service, the research inducts Quality Function Delpoyment (QFD) to understand customers' needs and develop better products or service skills. We apply QFD and Grey Relational Analysis (GRA) to determine key elements of customer satisfaction, and improve the service quality to overcome the perceived gap between customers and service providers. After executing QFD model, we learned the top five quality scopes, they are friendliness, environment, safety, comfort, and information. Customer satisfaction can be enhanced by improving the five dimensions and a perspective business future can be expected.

並列關鍵字

Image Business Zone ； Service Quality ； Quality Function Delpoyment ； Grey Relational Analysis