結合PZB與IPA模式探討台灣全通路零售之服務品質：以M速食業者為例

隨著資訊科技的蓬勃發展，行動網路與智慧型裝置的普及逐漸改變消費者的購物型態，也掀起一波新的零售革命 — 「全通路零售」。全通路零售業者透過整合實體店面、網路商城以及智慧型裝置等多元通路替消費者帶來全時段且全地域的購物選擇，也促使消費者在使用多元通路之間更期待一致、無縫的體驗服務。台灣全通路零售處於初步興起階段，其中，M速食業者的部分營運模式為嚴謹定義下之全通路零售，因此本研究以M速食業者為出發點作台灣全通路零售服務品質與消費者體驗之探討極具寶貴價值。本研究結合PZB服務品質模式中的SERVQUAL量表與IPA模式探討台灣消費者在M速食店全通路購買模式前三階段(網路訂餐、APP訂餐、實體店面、…)的體驗服務品質，藉由問卷調查了解顧客重視的服務項目、業者實際服務的表現與其之間的落差，並探討其背後的管理意涵，發掘台灣全通路零售未來發展的方向。研究結果發現，消費者在全通路購買模式的前三階段仍以實體通路為主要體驗通路，且有八成消費者意識到自己正在使用全通路模式，顯示全通路零售逐漸普及，但在線上通路的使用率卻仍有待提倡。全通路體驗服務的時間方便性具相對高的績效度，客製化體驗具相對低的績效度。目前，會員與儲值制度的策略並沒有創造出全通路零售的差異化體驗。另外，在門店的創新、購買過程中的問題解決能力與各通路充分的商品說明是業者可著重加強的體驗服務項目。最後，依據研究分析結果，期能作為台灣全通路零售業者相關發展之參考，並成為未來相關研究之基礎。

關鍵字

PZB服務品質模式； SERVQUAL量表； IPA模式；全通路零售；速食業者

並列摘要

As technology advances, the popularity of mobile network and smart devices have gradually changed consumers’ behavior and have led retailers to a new revolution in the industry - Omni-Channel Retailing. Omni-channel retailers integrate all physical channels (offline) and digital channels (online) to offer customers unified and seamless shopping experience any time and anywhere. Most Taiwanese retailers are still in the early stages of the omni-channel development. However, a fast-food chain in Taiwan has developed the omni-channel business model most rapidly. Thus, the study of the fast-food chain’s omni-channel service quality as a starting point is valuable for further research in Taiwan. This study aims to probe the shopping experience which customers value when ordering meals through the fast-food retailers’ omni-channel services, the services performed and the gap between these two criteria. We sort the gaps between customers’ expectation and perception of the service offered with the SERVQUAL instrument from PZB service model and IPA model. Furthermore, we discuss their implications in management practices and provide suggestions for omni-channel retailers. The results indicate that the main channels for the first three stages in omni-channel purchasing pattern are still offline channel. Also, about 80% of the consumers are aware of this new business model, indicating the improvement of omni-channel in Taiwan; however, the rate of purchasing through online channel should be encouraged. Customers’ satisfaction with the convenience of time is relatively high but the satisfaction with personalized properties is relatively low. Moreover, the membership and pre-paid mechanism do not provide experience differences; some of the properties have been shown poorly performed, such as the innovation experience of the store, problem solving ability during purchase, the lack of directions for commodities and unrealized personalized service.