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  • 學位論文

提升顧客服務品質準則之分析與探討—以餐飲業為例

An Investigation of Criteria to Improve Customer Service Quality—A Case Study of Food Service Industry

指導教授 : 楊太宏
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摘要


近來雙薪家庭愈來愈多,相對外食的人口愈來愈增加,近來餐飲業愈來愈繁榮,加 上科技發達,愈來愈多顧客會將用餐的經驗透過網路來分享,店家的名譽也會因此有所影響。消費者對服務品質的要求也愈來愈講究,要如何達到顧客的服務滿意度,更是各餐飲業者提昇競爭力之挑戰。 本研究以餐飲業為對象,為了解顧客所追求的服務品質,研究步驟有四個階段,第 一階段運用層級分析法(AHP)建立服務品質的層級架構,將服務品質的構面分為五大類:有形性、可靠性、反應性、保證性、同理心。從文獻中彙整出各構面的評估準則,使用軟體 Super Decision 找出五大構面中各準則中的前三大權重值,依這 15 項準則進行第二階段之問卷。第二階段運用詮釋結構模式法(ISM)分析此 15 項準則之間的關聯性。第三階段運用分析網路程序法(ANP),依 ISM 之相依關係建構分析網路程序模型,求此 15項準則之權重。第四階段則是運用決策實驗分析法(DEMATEL),依 ISM 之結果找出準則間之因果關係。 根據 ANP 與 DEMATEL 分析結果,權重值最高之準則分別為「顧客用餐過程對餐 點感到安心」、「餐點新鮮度,不賣隔夜餐點」、「及時處理顧客的抱怨」、「積極解決顧客問題」、「服務人員良好的服務態度」。此五項準則中,「及時處理顧客抱怨」屬於導致類準則,即為因果關係中的因。因此,本研究建議,要改善服務品質應先從此五項準則著手,其中「及時處理顧客抱怨」又屬因果關係中的因,是為優先改善之準則。

並列摘要


Recently, as the number of double-income families has grown increasingly, so the number of people eating out has increased gradually. As a result, the food service industry has become more and more prosperous lately. In addition, thanks to the advance of technology, more customers have shared their dining experiences with others through the Internet; so, the reputation of related food service providers have been affected. Customers have been more critical of service quality. How to satisfy the requirement of customers has become a more serious challenge of enhancing competitive strength for every member of food service industry. The subject of this research is the food service industry. In order to understand the service quality that customers demand, this research is divided into four phases. In the first phase the analytic hierarchy process (AHP) is used to establish the hierarchical structure of service quality, of which the dimensions are tangibility, reliability, responsiveness, assurance, and empathy. From the literature the evaluation criteria are collected, the software Super Decision is used to find the three criteria with greatest weight in each dimension, and according to theses 15 criteria the questionnaire is carried out in the second phase. Meanwhile the interpretive structural modeling (ISM) is used to analyze the correlation among the 15 criteria. In the third phase, the interpretive structural modeling (ISM)is used to construct the analytic network process (ANP) model according to the ISM dependencies, and calculate the weight of the 15 criteria. In the fourth phase, the decision making trial and evaluation laboratory(DEMATEL) is used to find out the causality between the criteria according to the result of ISM. According to the analytical results of ANP and DEMATEL, criteria with greatest weight are “the safety customers feel about meals they are dining”, “the freshness of meals; do not sell overnight meals”, “address customer complaints immediately”, “actively solve customer problems”, “service persons have good service attitudes”. Among them “address customer complaints immediately” belongs to the type of causative criteria, i.e. the cause in causality. Therefore, this research suggests that the five criteria should be carried out first to improve service quality. Among them “address customer complaints immediately” is also the cause in causality; so, it is the priority criterion for improvement.

參考文獻


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