服務業品牌發展關鍵能力分析

現今我國產業結構以服務業為主了，但在外銷以及自有品牌發展中，服務業的成功案例卻遠少於製造業，表示我國服務業還需加強，為瞭解服務業自有品牌成功之企業所具備之能力，將以專家問卷的方式來進行分析。本研究將探討服務業品牌發展所需的關鍵能力。根據文獻探討以及專家訪談，將服務業企業分成五個構面去作探討，分別是經營模式、品牌策略、顧客價值、服務認知及經營績效。接著再將此五大構面做細項分類出評估項目以及關鍵能力，並且依照此結構去作專家問卷分析，經由專家問卷分析後，可以了解到服務業自有品牌發展所需之關鍵能力，以提升企業之競爭力，能讓企業更了解到具備和缺乏某些關鍵能力，進而去發揮專長並彌補缺失。其研究方法主要是應用專家群體預測之德菲法(Delphi Method)，以專家問卷調查方式，評選出服務業自有品牌發展之關鍵能力，再以多目標的決策層級分析法(AHP)定義各評估項目之相對權重，藉由以上兩種方法便可充分了解到服務業自有品牌發展的關鍵能力。

關鍵字

服務業、品牌發展、關鍵能力、德菲法、層級分析法

並列摘要

Nowadays, basically, service industry plays an important part in our industrial structure. However, both the development of export aboard and private brand are two big problems in service industry and thus it is hardly to find out some successful cases regarding these parts. That is, we should strengthen our abilities related to these two parts. Therefore, focus on growing of private brand, this study would like to do some analyses after interviewing some experts in order to clarify some tips which may directly or indirectly impact the operation of those companies in service industry. The purpose of this research is to figure out the keynote of developing brand in service industry. Based on our information from literature review and experts’ perspectives, author divides five parts to discuss the development of brand, operated model, branding strategy, customer value, service awareness, and performance are included. Finding out assessments and keynotes from those five sections is the things the author does next. Also, experts’ questionnaires are produced after referring to those five structures. Via those interviews, we can organize some key abilities for enhancing companies’ competitiveness and, on the other hand, those companies can be criterions for companies to mirror and advance themselves. Delphi Method is the major mean in this study. After collecting some keynotes in branding development in service industry, I use the multi-objective decision analytic hierarchy process (AHP) to define the relative weight of each assessable items. To sum up, this research tries to define the keynotes in branding development.

並列關鍵字

services ； brand development ； key competencies ； Delphi method ； AHP

參考文獻

ISO國際標準-服務業品質管理(1992)，中華民國品質學會。

楊錦洲(2002)。服務業品質管理。台北：品質學會。

Kotler, P.(1999).Marketing Management-An Asian Perspective. Singapore. Prentice Hall, Inc..

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. N.Y.：The Free Press.

Brodie, Roderick J., Whittome, James R. M., & Brush, Gregory J. (2009).Investigating the service brand: A customer value perspective, Journal of Business Research, 62, 345-355

國際替代計量

服務業品牌發展關鍵能力分析

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