臺灣博碩士論文加值系統

過去QFD 應用在服飾業的相關研究，絕大部分是針對產品設計的階段來著
墨，本研究主要係藉由對太安可全國量販服飾店中和分店的實證研究，來驗證質
量兼具的QFD，對服飾業整體服務表現之服務品質與顧客滿意的適用性。本研究
的研究對象主要為此服飾店的顧客、銷售人員以及其競爭者等研究主體。其進行
步驟乃首先針對『太安可服飾中和店』的顧客，運用個別訪談的方式，將訪談內
容經由分析以確認出太安可服飾中和店消費者的需求構面，以其所關注的服務屬
性；再以問卷調查的方式進行顧客意見之重視程度與滿意程度調查，以及該服飾
店與競爭者的評比；繼而把顧客需求與服飾店欲施行的品質改善技術兩者所構成
之相關矩陣，加以綜合評估與分析，以作為服務品質改善技術執行優先順序之依
據，研擬最後之服飾業服務品質改善方案，以期提升太安可服飾中和店之整體服
務品質水準。

Most of the previous researches using QFD to the casual apparel industry focused
primarily on the design process of product. In order to provide a clear demonstration
concerning the application and analytial techniques of QFD, an empirical study on the
ANKL shop in Zhong he was conducted to apply Quality Function Deployment on the
apparel Industry. Two main focuses of this study are the customers of the ANKL shop
and the competitors. Personal interviews with individual customer were conducted first.
The results were analyzed with content analysis method to identify what the customers
need and what aspects of service the customers concern most. Secondly, surveys were
conducted to gather information on the importance of customers’ opinions, satisfaction,
comparison with competitors, and order of customers’ needs. Thirdly, customers’ needs
and the quality improvement of the shop are put in matrix. This matrix is evaluated and
analyzed. The results are used as the basis for setting priority for quality improvement.
Finally, drafting the improvement project for service quality of apparel industry, to raise
the level of ANKL shop’s service quality.

中文摘要 ...................................................................................................... i
英文摘要 ...................................................................................................... ii
誌謝 ............................................................................................................. iii
目錄 ............................................................................................................. iv
表目錄 ......................................................................................................... vii
圖目錄 ......................................................................................................... ix
第一章 緒論 .............................................................................................. 1
1.1 研究背景與動機 ......................................................................... 1
1.2 研究目的 ..................................................................................... 1
1.3 研究對象與範圍 ......................................................................... 2
1.4 研究流程 ..................................................................................... 4
第二章 文獻探討 ...................................................................................... 5
2.1 服務的概念與定義 ..................................................................... 5
2.2 品質的概念與定義 ..................................................................... 8
2.3 服務品質的概念與定義 ............................................................. 11
2.4 服務品質的衡量構面 ................................................................. 15
2.5 服務品質的衡量工具 ................................................................. 17
2.6 品質機能展開 ............................................................................. 19
2.6.1 QFD 的源起及發展 ......................................................... 19
2.6.2 QFD 的定義 ..................................................................... 22
2.6.3 QFD 模式概述 ................................................................. 22
2.6.4 品質機能展開的效益 ...................................................... 28
2.6.5 國內品質機能展開之相關研究 ...................................... 29
第三章 研究方法 ...................................................................................... 32
3.1 使用工具 ..................................................................................... 33
3.1.1 服務品質問卷 .................................................................. 33
3.1.2 品質機能展開 .................................................................. 38
3.2 研究限制 ..................................................................................... 39
3.3 預期結果 ..................................................................................... 39
第四章 實證分析 ...................................................................................... 40
4.1 深入訪談分析 ............................................................................. 40
4.1.1 訪談對象基礎資料分析 ................................................... 40
4.1.2 競爭者分析 ...................................................................... 43
4.1.3 顧客需求構面分析 ........................................................... 43
4.2 統計分析 ..................................................................................... 45
4.2.1 基礎資料分析 ................................................................... 45
4.2.2 信度及效度分析 .............................................................. 49
4.2.3 期望服務品質及認知服務品質之差異 ............................. 50
4.2.4 相關分析 .......................................................................... 55
4.2.5 變異數分析 ...................................................................... 57
4.3 品質機能展開 ............................................................................. 58
4.3.1 顧客需求之調查結果 ...................................................... 58
4.3.2 服務設計╱管理需求分析結果 ...................................... 65
4.3.3 服務屬性相關功能分析結果 .......................................... 67
第五章 結論與建議 .................................................................................. 71
5.1 研究結論 ..................................................................................... 71
5.1.1 ANKL 服飾中和店顧客需求 ............................................ 71
5.1.2 顧客對三家服飾店之評等結果 ........................................ 72
5.1.3 相關分析結果 ................................................................... 72
5.1.4 ANKL 服飾設計需求排序結果 ........................................ 73
5.2 未來研究建議 ............................................................................. 75
參考文獻 ...................................................................................................... 76
附錄
A 個人深入訪談問項內容.................................................................. 82
B 服飾店服務品質調查問卷 .............................................................. 86

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