以服務導向觀點探討網路購物平台客戶服務中心之人力需求規劃模式

需求規劃是始自生產作業管理領域的重要研究議題，在電子商務興起後，消費者的服務需求激增，更多人力競相投入此一產業，網路平台經營者為提升顧客的服務品質與滿意度，也開始進行服務人力需求規劃，卻少有研究針對企業數位轉型變遷後的網路購物平台客戶服務中心人力之配置與顧客的服務需求問題進行探討。因此，本研究以服務導向觀點，透過營業收入及其客戶服務人員配置，開展對網路購物平台客戶服務中心的人力需求規劃的新解。本研究目的為採用營運中的網路購物平台之實際資料，建立營業收入對應其客戶服務需求之計算模式、建立客戶服務人員產能供給計算模式、建立主控式及非主控式服務佇列之計算模式、與建立客戶服務需求與供給差距之計算模式。研究結果證明，網路購物平台經營不僅可以量化客戶服務中心的產值，同時可以透過運算模式建立企業營業收入與客戶服務中心配置人數關聯模型，以預估未來客戶服務人力的需求。本研究更具體建立「斷線率對照表」，用於預估服務缺口的工具，提供給予管理者做為人力配置和效率量測使用。期望本研究結果能提供現今電子商務經營者，進行客戶服務中心人員管理之參考，以及對學術界在服務品質研究領域有所貢獻。

關鍵字

人力需求規劃；客戶服務中心；服務品質；網路購物；電子商務

並列摘要

Purpose-The purpose of this research is to deduce a possible solution model for online shoppers to deal with customer service manpower requirements after its digital transformation. To enable e-commerce managers to predict the gap in customer demand as early as possible and use practical processes to establish easy-to-use simple business intelligence tools for enterprises to solve the problem of service gaps in customer requirements. Design/methodology/approach-This research adopts a mixed research method, including case study and data warehousing exploration. This study conducted an in-depth analysis of the operating data of the case online shopping platform, including: per customer price, order efficiency, the ratio of orders to customer service cases, service type case ratio, case entry ratio, and explain the relationship between customer service volume and service manpower input (processing per capita). Findings-Results show that the managers of the online shopping platform not only can quantify the output value of its call center but also can predict the manpower requirement of a call center through the proposed model in this study, which empirically establishes the relationship framework between operating revenue and planned manpower of a call center. Research limitations/implications-The findings of this study can provide valuable references for practitioners to effectively manage manpower requirements of call center and for academicians to contribute to the research field of service quality. Practical implications - This study creates a useful tool, blocking rate comparison table, in order to realize and control service gaps. This tool offers managers an instrument to measure their staff's efficiency. Originality/values-With the rise and development of e-commerce, consumers' requirements for services have increased dramatically, so a lot of manpower has been invested in this industry. For improving customer service quality and satisfaction, this study firstly establishes the relationship between manpower planning and service requirement of call center in the online shopping websites after digitalizing transformation of the enterprises.