利用重要度-績效分析評估服務品質:以北部地區肉乾市場為例

The Use of Importance-Performance Analysis for Evaluating Service Quality of Dried Pork Market in Northern Taiwan

陳維真(Wei-Chen Chen)

指導教授 ： 陳婉青 ； 楊浩偉

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2014年)

摘要

影響顧客重複購買意願無非是近來服務品質受到高度重視的主要原因之一，特別是在零售業相關文獻中皆有相關之研究。由於零售市場競爭激烈，服務品質已成為能增進公司利潤的主要因素。本研究對肉乾零售業者之服務品質及其對顧客滿意度之影響進行探討。以SERVQUAL五大構面量表為基礎，對肉乾消費者進行約350份的問卷發放。本研究將運用重要度-績效分析法(Importance-Performance Analysis)分析結果，以幫助食品零售業者改善服務品質。

關鍵字：服務品質、顧客滿意度、重要度-績效分析法（IPA）

關鍵字

重要度-績效分析法 ； 顧客滿意度 ； 服務品質

並列摘要

Service quality, with its final effect on repurchasing by customers, appears to have received relatively large attention, especially in retailing literature. Facing the market competition in retailing industry, service quality has become an important factor for improving companies’ profit. Therefore, this study was to examine the service quality of dried pork retailers and its impact on customer satisfaction. By using the SERVQUAL scale, approximately 350 data was collected from shoppers who continue supporting dried pork products. The findings demonstrated the use of Importance – Performance Analysis to assist managers of food retail chains improving their services.

Keywords: service quality, customer satisfaction, importance-performance analyses (IPA)

並列關鍵字

importance-performance analyses (IPA) ； customer satisfaction ； service quality

參考文獻

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