服務失誤因果複雜度與成本面分析模式建立之研究 –以DEMATEL與Pareto Analysis為方法論

A Study of Complexity Analysis of Cause and Effect and Cost Aspect for Service Failure –by Using DEMATEL and Pareto Analysis as Methodology

郭鎮賢(Chan-In Kwok)

指導教授 ： 顧志遠

中原大學/商學院/企業管理學系/碩士(2008年)

https://doi.org/10.6840/cycu200800331

摘要

隨著產業的轉變，服務業在產業中的地位日趨重要，而在服務的傳遞過程中，服務失誤是一個無法避免或預防的問題，能夠快速解決核心的服務失誤問題就成為企業的核心競爭力，透過快速的解決核心服務失誤問題，進而去挽留現有的顧客，一方面可以增加他們的回購率，另一方面可以把失誤問題對企業造成的傷害降到最低。但是當企業發生失誤問題時，管理者通常只針對問題的表面去制定解決方案，最後問題並沒有真正的解決。實際上，企業往往忽略失誤問題背後真正的涵意，而國內對服務失誤的研究大多著重在單方面的研究，例如只針對失誤問題的成本面去分析或只對失誤問題間的關連度去分析，共同對失誤問題的關連度與成本面的研究較少。所以本研究必須要將失誤問題間的關連度與成本面作整合式的分析，利用關連度與成本面的結果去找出核心的服務失誤問題，最後透過加入改善失誤問題的費用去找出改善該失誤問題後所帶來的改善效益，進而去發展出解決問題的先後順序，做為管理者能在最短的時間內分析失誤問題並真正解決核心的問題之參考。本研究依照下列步驟來探討：
1.服務失誤問題概論：包含服務失誤的特徵、來源及失誤問題的類型。
2.顧客抱怨概論：包含抱怨行為的特徵及抱怨行為之分類。
3.失誤問題間關連度之量化：以量化模式之分析 – DEMATEL(決策實驗室分析法)為分析工具，以找出問題間的關連程度。
4.失誤問題對企業造成的損失程度，以Pareto Analysis (柏瑞圖分析法)為分析工具，以找出失誤問題對企業造成多少的損失。
5.實證：針對R股份有限公司，採親自訪談的方式，找出該公司的主要與次要問題並發展出改善問題的先後順序。
6.結論：將服務失誤問題的複雜性給予簡化並將失誤問題背後的意涵釐清並找出核心的失誤問題套用在管理上，作為失誤問題的問題解決模式。

關鍵字

次要問題 ； Pareto Analysis ； 核心問題 ； DEMATEL ； 間接關係 ； 直接關係 ； 顧客抱怨 ； 損失程度 ； 主要問題 ； 因果關係 ； 失誤問題 ； 服務失誤

並列摘要

As the industrial type continuous to change, the position of the Service industry become more and more important and Service Failure is an inevitable problem while in the Service Delivering process. So promptly solving the core Failure Problems will become the core competence of the business. By promptly solving the core Failure Problem, it can help the business to detain the existing customers, on one hand it can bring them to consume again, while on the other hand it can reduce the business’s loss which was cause by the Service Failure Problems. But when the business is having the Service Failure Problems, the administrator usually only focus on the problem’s appearance aspect and develop out the solution, at last, the problems are still not be solve. In fact, the administrator will overlook some hidden problems. In Taiwan, most of the researches about Service Failure mostly focus analyzing on one aspect, For example：They only focus on the cost aspect to analyze the Service Failure Problems or only focus on the correlation of the Service Failure Problems to analyze. There are fewer researches on totally analyzing on the correlation and the cost aspect of the Service Failure Problems. This study will make an integration analyze between the correlation and the cost aspect of the Service Failure Problems, by using the result from the above analyze to find out the core Service Failure Problem. Finally by adding the reformation fee to improve the Service Failure Problem so as to find out how much beneficial result will the business gain after solving the Failure Problems and developing out the sequence of solving problems. Then apply the theory so that the manager can analyze and really solving Failure Problems in the shortest time.
This study will be analyze as the following sequence：
1.Introduction：The characteristic of Service Failure, the cause of Service Failure and the type of Service Failure.
2.Introduction：The characteristic of Customer Complains and the type of Customer Complains.
3.The quantification of correlation between Service Failure Problems：Utilize the analyze model – DEMATEL (DECISION MAKING TRAIL AND EVALUATION LABORATORY) to find out the correlation between Service Failure Problems.
4.The Cost Degree which cost by the Service Failure Problems：Utilize the analyze model – Pareto Analysis to find out how was the cost degree which cause by the Service Failure Problems.
5.Empirical evidence：Conducting interviews with R. Ltd. To find out the main and the secondary problems in order to develop the sequence of Problem Solving.
6.Conclusion：Simplifying the complexity of Service Failure Problems and clarifying meaning of the hidden Failure Problems so as to find out the core problems and applying it in management, so that it can be used as Problem solving model in Service Problems solving.

並列關鍵字

DEMATEL ； Service Failure ； Secondary problem ； Cost Degree ； Direct Relationship ； Indirect Relationship ； Pareto Analysis ； Main problem ； Customer Complains ； Core problem ； Failure Problem ； Cause Relationship

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