隨著國民所得提升、消費意識的抬頭與零售環境的競爭日趨激烈,越來越多的零售業者藉由持續的品質改善策略來加強顧客維繫率,以提升企業的獲利。本研究以國內連鎖藥妝店為對象,探討顧客對於藥妝店服務品質的看法與評價。有別於傳統衡量顧客服務品質之方法,本研究利用整合重要-表現程度分析(Importance-Performance Analysis, IPA)、Kano二維品質分析(Two-Dimension Quality Model)、Refined Kano模型以及品質機能展開(Quality Function Deployment, QFD)的方法探索連鎖藥妝店服務品質。 本研究係採用Dabholkar、Thorpe和 Rentz三位學者提出的零售業服務品質量表(Retail Service Quality Scale, RSQS)為問卷題項基礎,並參考相關文獻修正後進行問卷設計。藉由問卷調查,將連鎖藥妝店的服務依二維品質特性予以歸類,並計算其所提供服務品質的增加滿意指標(Satisfaction Increment Index, SII)及降低不滿意指標(Dissatisfaction Decrement Index, DDI ),將這些指標轉化為品質機能展開之權重計算因子,使連鎖藥妝店能清楚地瞭解顧客的聲音(Voice of the Customer, VOC),更能貼近顧客的需求。 研究發現,在台灣的藥妝市場,消費者普遍認為業者所提供的服務項目大多屬於當然品質(Must-be quality),為理所當然的服務,然而,消費者特別在意促銷商品價格便宜與能買到想要的產品這兩項服務。最後,本研究經由品質機能展開(QFD)結果分析,建議藥妝店業者在店員服務態度、顧客抱怨處理、門市售後服務及商品的專業素養方面,應列為優先改善的管理措施,以便改善服務品質及提升顧客滿意度。
With the raising of gross national income, consumption consciousness and competitive retailing environment, more and more retailers have used continuous quality-changed strategies to strengthen the customer-maintaining rate to make a good profit of enterprises. The research investigates customer opinion and appreciation on the service quality of internal domestic chain drugstores. This study is differentiated from most other traditional approaches of measuring product or service quality by integrating Importance-Performance Analysis (IPA), Kano two-dimension quality model, Refined Kano model and Quality Function Deployment (QFD) approach to explore the service quality of internal domestic chain drugstores. This study adopts retail service quality scale (RSQS) by Dabholkar, Thorpe and Rentz and refers to references for questionnaire survey. By using questionnaires, the characteristic of two-dimension quality is classified and the satisfaction increment index (SII) and dissatisfaction decrement index (DDI) of its service quality is calculated. This research helps domestic chain drugstores clearly understand the voice of the customer (VOC) and meets customer’s demand. Empirical results show that most of consumer considers the stores only provide Must-be quality service in Taiwan drug and cosmetic market. However, consumers specially care about product on sale or what they really want to buy. By Quality Function Deployment analysis, the research suggests that drug and cosmetic industry should improve service attitude to customer, dealing with customer complain, after-sales service and professional knowledge for service quality improvement and customer satisfaction promotion.