國軍副供站副食品供應品質、服務品質及部隊伙食品質之顧客滿意度探討-以中部地區副供站為例

Effects of Non-Staple Food Quality,Service Quality and Military Food Quality on Consumer Satisfaction- A Case of National Military Auxiliary Foods Supply Station in the Central Taiwan

楊弼丞(PI-Cheng Yang)

指導教授 ： 羅淑芳

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2018年)

摘要

國防部為照顧國軍部隊，在台灣北、中、南、東部及澎湖離島等地區設置「副食品供應站」，其設置目的是讓各地區部隊官兵們能有一個價格優惠與品質穩定的副食品供應平台，獲得新鮮的副食品並確保食用品質無虞。有關副食供應作業所涵蓋的範圍及層面，包含副食品品質、副供站服務品質，甚至國軍各部隊的伙食品質、用餐服務品質及採買人員的滿意情形，亦受各級長官所重視。
本研究係探討國軍官士兵對副供站副食品供應品項、品質及什麼樣的服務品質，會產生的顧客滿意度較高；期望藉由國軍副食供應業務實際從業人員，擬以企業經營者立場、觀點，研究國軍副食品供應站的管理模式或行銷策略時，應以滿足國軍官兵需求為著眼點，並透過保持穩定的供應品質與制定合宜的行銷策略，以吸引消費者(國軍官士兵)對副供站所供應品項再次回購之意願。爰此，如何提升自己的競爭優勢進而提高顧客滿意度，是一個重要的議題，故針對國軍副供站副食品供應品質及服務品質對於顧客滿意度之間的關聯性加以分析與討論。
本研究以中部地區副供站所屬採購單位官士兵為問卷調查對象，共發出350份問卷，有效問卷305份，有效回收率為87.1%，經由多元迴歸統計分析結果顯示：1.整體服務品質會正向影響整體顧客滿意度，2.副供站整體服務品質會正向影響採買(食勤) 人員顧客滿意度。透過本研究其使能讓國軍副食供應站加強服務品質與副食品供應品質，並能隨時注意顧客的回應與外在環境的變化，適時調整管理模式或營運策略，以有效滿足國軍官兵們的需求。

關鍵字

副食品品質 服務品質 伙食品質 顧客滿意度

並列摘要

The purpose of this study was to investigate the items, qualities and service qualities of non-staple food supplies in the depot of the military officers and soldiers, and to find out what kind of service quality would result in higher customer satisfaction.Expected by military non-staple food supply business actual practitioners.Intends to enterprise managers position, view,Study on the food supply station management mode or marketing strategy,In order to meet the demand for military officers should focus, and through the stable supply of quality and to develop appropriate marketing strategies.In order to attract consumers (military officers and soldiers) to repurchase the goods supplied by food supply stations.Therefore, how to improve their competitive edge and improve customer satisfaction is an important issue.So for the National Military Auxiliary Foods Supply Station for the supply of non-staple food quality and service quality for customer satisfaction among the relevance analysis and discussion.
This study is based on the survey of the officers and soldiers in the purchasing units of the National Military Auxiliary Foods Supply Station in the Central Taiwan. A total of 350 questionnaires sent out，305 effective questionnaires，The effective rate of recovery is 87.1%，The results of multivariate regression analysis show:1. Overall service quality will positively affect overall customer satisfaction. 2. The overall service quality of National Military Auxiliary Foods Supply Station will have a positive impact on customer satisfaction of purchasing (food) workers.
Through this study, it enables the National Military Auxiliary Foods Supply Station to enhance the service quality and the quality of non-staple food quality.And can always pay attention to customer response and changes in external environment.Adjust management mode or operation strategy at the right time.In order to effectively meet the needs of the soldiers and officers

並列關鍵字

Non-Staple Food Quality Service Quality Food Quality Customer satisfaction

參考文獻

王瑞琪、陳義文、王煜翔(2014) 。團膳業食品品質與服務品質之顧客滿意度探討－以中央廚房及學校自立廚房為例。北商學報，25/26，1-27。

田琳（2010）。銀髮族對日本料理餐廳食品品質認知之研究。高雄餐旅大學餐旅管理研究所在職專班碩士論文。

丘宏昌、林能白（2001）。以需求理論為基礎所建立之服務品質分類。管理學報，18（2），221-253。

李友錚、賀力行（2007），品質管理，前程企管總經銷。

江義平（2000）。教學服務品質衡量模式建構與分析之研究。亞太管理評論，3（1），95 - 116。