服務品質及經營績效對顧客滿意度之研究 -以台灣零售業顧問服務為例-

The Effects of Service Quality on Management Performance and Customer Satisfaction Example of Retail Consultancy Services in Taiwan

林仲浩(Chung-Hao Lin)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500187

摘要

本研究旨在探討加盟連鎖零售顧問服務公司，同時對其客戶7-11門市提供盤點服務與稽核服務、但二項服務有明顯對立的服務性質時，對於超商經營者內心所感受到經營績效所產生的認知上的差異，最終對於超商經營者滿意度是否有一定程度的影響性。並且從中去試圖瞭解顧問業『盤點服務品質』、『稽核服務品質』、『經營績效』、『顧客滿意度』四者間的關聯性。
研究背景企管顧問公司為統一超商子公司，主要業務是對連鎖便利超商進行盤點服務與稽核服務，研究對象為桃園市、新竹縣(市)統一超商門市店經理，藉由問卷發放，採取隨機抽樣方式進行問卷資料蒐集，並提出具體建議供企管顧問公司改善參考。
經過本研究資料分析，盤點服務品質與稽核服務品質，皆會直接影響到超商經營者內心所感受到的經營績效有無助益，而當服務人員的盤點服務品質與稽核服務品質若做的好，將可有效提升超商經營者對於提升經營績效上認知的感受。
而經營績效是超商經營者心中重視的因子，研究結果顯示超商經營者經營績效的提升，可以有效幫助超商經營者滿意度的提高，而透過提高服務品質的訓練，連貫帶動門市經營績效與超商經營者滿意度的提升，因此對於人員的服務品質要做好良好的訓練與管控，才可讓超商經營者更認同整體服務的顧客滿意度。
經過盤點服務品質研究構面分析也發現，超商經營者內心認為，顧問公司其可信賴的執行其承諾服務的能力與協助超商經營者及提供即時服務的意願，即時提高了也無法獲得經營績效的提升；稽核服務品質構面分析也發現，超商經營者內心認為服務過程中一種獨立客觀心態，即時提高服務品質也無法獲得經營績效提升，因此上述現象值得加盟連鎖零售顧問服務公司進行深入探討。

關鍵字

服務品質 ； 經營績效 ； 顧客滿意度

並列摘要

This study is used for a chain store retail consultancy services company in their inventory and auditing services. These two services obviously seems contradictory in nature; as to the cognitive feeling of the store operators in the business and ultimately to the degree of store operators satisfactory recognition. And from which, we will try to understand the correlation between the four types of services as in “Inventory Service Quality”, “Audit Service Quality”, “Business Performance”, and “ Customer Satisfaction”.
This Uni-President Chain Store Company is used for this research study. The main business is to take the inventory and auditing services of its chain of retail convenience stores. The study is based from the survey questionnaires distributed by the area store managers and the collections of customers’ improvement recommendation data in Taoyuan and Hsinchu cities.
It is found from the analysis that the inventory and the auditing service qualities have a direct effect on the customers with the store business. Good inventory and auditing services will increase customers’ satisfactions and thus effectively help improve the business.
Customers’ satisfaction is a very important factor of a business operational performance. The analysis showed that an improved business operating performance will increase the customers’ satisfaction. Good service training will drive the business and increases customers’ satisfaction. Customers’ recognitions and satisfactions can only be achieved with good training and control of the operating personnel.
From the inventory service analysis, it is found that the customer can trust the consultation company in their ability to assist and its commitment to improve services. However, it will not increase the business operations performance. While in the case of the auditing service analysis, the customer felt is a separate and independent facet. Although, it will have better quality, nonetheless, it doesn’t improve business operation. Thus, there is further need for further research study of the chain store retail consultancy services company.

並列關鍵字

Management Performance ； Customer Satisfaction ； Service Quality

參考文獻

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