建構百貨業創新服務品質模式

Establishing the Innovative Service Quality Model for Department Stores

陳義文(I-Wen Chen)

指導教授 ： 陳銘崑

國立臺北科技大學/管理學院/服務與科技管理研究所/碩士(2012年)

摘要

近年來各國服務業呈現高比例成長，無論在生產毛額或是就業人口都佔有極重要的份量。根據我國行政院主計處調查顯示，國內服務業每年均有成長，2011年國內生產毛額(GDP)達13.7兆，服務業就貢獻68.69%，由此可知服務業是我國經濟的主幹。然而，隨著人民生活水準的提高，對於無形的服務品質也愈來愈重視。百貨業為整個商業活動中最接近消費者的一端，為了吸引及留住顧客，應加強本身的服務品質。雖然百貨業為綜合商品零售業之首，但隨著便利商店、量販店的蠶食及大型購物中心的崛起，使得其營運成長更顯趨緩，百貨業更應重視關鍵服務品質的萃取及創新，以提升百貨業的競爭力。

有鑑於此，本研究採用適用於零售業RSQS(Retail Service Quality Scale)量表作為問卷設計的依據，並運用Kano模式及Refined Kano模式萃取出關鍵服務品質要素，接著透過I-S模式釐清首要改善的服務品質要素有哪些，再以本研究所建置的「TRIZ服務品質矛盾參數」、「TRIZ服務品質矛盾矩陣表」及「TRIZ服務創新原則」來進行創新。最後將創新後的品質要素及落在I-S優越區域的品質要素，以顧客聲音(Voice of Customer)方式導入品質機能展開之中，進而建立百貨業「創新服務品質屋」。藉由上述實證結果，本研究提出百貨業「創新服務品質模式」之整體架構，以作為業者制定服務創新策略之參考依據，此將有助於百貨業者經營績效之提升，也能使消費者享有更優質的服務品質。

關鍵字

百貨業 ； 服務品質 ； Kano模式 ； Refind Kano模式 ； I-S模式 ； 服務創新 ； TRIZ ； 品質機能展開

並列摘要

In recent years, each country's service industry has shown a high proportion of growth. According to the report of Directorate General of Budget Accounting and Statistic Executive Yuan, R.O.C (DGBAS), the 2011 Gross Domestic Product (GDP) up to 13.7 trillion, of which 68.69% of the service industry contributed. From this to understand that service industry was the backbone of our economy. However, owing to the increase in standards of living, customers valued not only product quality but also service quality. The department store for the entire business activities was closest to the consumer; should strengthen their service quality to attract and retain customers. Although the department store was the first place of the General Merchandise Retail, the encroachment of convenience stores, hypermarkets as well as the rise of shopping malls, making department store’s business growth appear to slow down. Therefore, the department stores should pay attention to the extraction and innovation of service quality to enhance their competitiveness.

For this reason, this study adopted RSQS (Retail Service Quality Scale) Scale to measure the dimensions of service quality, and used of Kano Model and Refined Kano Model to extract the key service quality attributes; then, applied I-S Model (Importance-Satisfaction model) to identify which quality attributes that needed to be improved. After found out the most in need of improvement attributes, this study used the established department store’s TRIZ service quality contradiction parameters, TRIZ service quality contradiction matrix and TRIZ service inventive principles of this paper to innovate which should be improved. Finally, put innovative quality attributes and I-S excellent area’s quality attributes into QFD (Quality Function Deployment), thereby establishing the department store’s Innovative Service Quality House. Through the results of the study, this study proposed the Innovative Service Quality Model as a reference to administrators of department stores to develop their service strategy; furthermore, this model not only helped to enhance business performance of department stores, but also enabled consumers to enjoy much better service quality.

並列關鍵字

Department Stores ； Service Quality ； Kano Model ； Refined Kano Model ； I-S Model ； Service Innovation ； TRIZ ； QFD

參考文獻

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