拜消費者對3C相關產品需求日盛之賜,國內3C電子產業持續活絡。亦造就國內3C連鎖商店在零售市場中佔有舉足輕重的地位。對3C連鎖商店而言,提升顧客的滿意度及再購意願,爲各3C連鎖商店所面臨的關鍵課題。本研究應用關鍵事件技術與BBT分類原則,從顧客的角度,探究3C連鎖商店顧客在服務接觸的過程中,透過特別滿意與特別不滿意的事件進行訪談與分類,蒐集影響顧客滿意的要件。研究結果顯示,在滿意的關鍵事件方面,以第三類「自發性的員工行動」所佔比例最高,第一類「員工對服務傳遞系統失能的反應」次之,第二類「員工對顧客需要與請求的反應」最低。在不滿意的關鍵事件方面,以第一類「員工對服務傳遞系統失能的反應」最爲明顯,第二類「員工對顧客需要與請求的反應」次之,第三類「自發性的員工行動」的比例最低。最後,再依據研究結果提出相關建議,希冀本研究可以提供3C連鎖商店業者做爲改善服務品質、提升顧客滿意的參考。
The increasing demand for 3C (computers, communications, and consumer electronics) products boosts the domestic electronic industry, also make domestic 3C chain stores play a significant role in retail market. How to improve customers' satisfaction and strengthen their re-purchase intention is the key issue of 3C chain stores' administration. This research uses critical incident technique and Bill taxonomy to investigate customers' satisfaction toward 3C chain stores' service. The method is to survey and categorize customers' experience about satisfactory and dissatisfactory incidents that they encountered in 3C chain stores. The research result indicates that the major sources of satisfaction are unprompted and unsolicited employee actions, followed by response to other core service failures and employee response to customer needs and requests. In the sources of dissatisfactory incidents, the employee response to service failures tops the ranking, employee response to customer needs and requests followed behind, the least one are unprompted and unsolicited employee actions. According to these findings, this research provided concrete suggestions for 3C chain stores' administration, aims to improve their service quality and customer satisfaction.