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研究生:黃曉薇
研究生(外文):Siao-Wei Huang
論文名稱:以IPA分析及探討台灣量販店服務品質量表的形成-以彰化家樂福為例
論文名稱(外文):Applying IPA and Forming the Service Quality SERVQUAL of Taiwan's Hypermarkets – Take Carrefour in Changhua as an Example
指導教授:吳信宏吳信宏引用關係
指導教授(外文):Hsin-Hung Wu
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:122
中文關鍵詞:重要度-績效分析法SERVQUAL量表零售業服務品質量表
外文關鍵詞:importance-performance analysisSERVQUAL scaleretailing service quality scale
相關次數:
  • 被引用被引用:2
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  • 收藏至我的研究室書目清單書目收藏:2
目前全球已經儼然是個地球村,但每個國家獨特的文化影響力仍然不容小覷,因此了解台灣消費者對於零售業所重視的服務品質為本研究的重點。本研究依據Stanworth (2009)運用關鍵重要技術方法的質性研究內容所提出的構面為主,再輔以台灣量販店的特性加以修改問項所形成之問卷來進行調查,並透過彰化家樂福的個案來了解台灣消費者對於家樂福所提供之服務品質的重要程度與滿意程度,結果發現消費者注重程度最高的構面為可靠性、反應性、便利性、互動性、同理心。
針對所形成的五個構面,再運用重要度-績效分析來衡量家樂福的消費者所認知的各項服務品質屬性,並找出最具影響力的市場區隔因子(性別及每月所得收入)來進行分組。經過比較,得知各組消費者所認知的共同與不同的服務品質屬性,且進一步了解到未分組與已分組消費者所認知服務品質屬性的異同,以作為家樂福服務品質繼續保持與優先改善的目標。

The world has already become a global village, but each country's unique cultural influence still cannot be underestimated. Therefore, to understand what service quality standard of the retail for Taiwan consumers is essential and the focus of the research. The questionnaire was developed based on the dimensions of Stanworth’s (2009) qualitative research by critical incident technique by the characteristics of Taiwan's hypermarkets. The research takes an example of Carrefour in Changhua to understand what service quality attributes Taiwan consumers are concerned and satisfied. The results show that Taiwan consumers pay much attention to dimensions of reliability, responsiveness, convenience, interaction and empathy.
After forming five dimensions, this study applies importance-performance analysis to measure Carrefour's consumer awareness of service quality attributes, and finds out the two most influential market segmentation factors, i.e., gender and monthly income, to group consumers. A comparison is made among groups, and the similar and different service quality attributes for each group are evaluated. Furthermore, the similar and different service quality attributes between the entire consumers and groups are compared to identify what the service quality should be placed in high priority for both keeping up the good work and improving the service quality of Carrefour.

摘要 I
Abstract II
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 服務品質的概念 6
一、服務的定義及特性 6
二、服務品質的定義及特性 8
三、 服務品質衡量模式 9
四、 服務品質與顧客滿意度之關聯性 12
第二節 服務品質量表 13
一、服務品質量表構面 13
二、SERVQUAL量表的質疑 18
三、改良SERVQUAL量表 20
第三節 零售業服務品質量表 24
一、 零售業服務品質量表發展 24
二、零售業服務品質量表應用 28
三、修正零售業服務品質量表 29
第四節 重要度-績效分析 30
一、重要度-績效分析的定義 30
二、重要度-績效分析的應用 33
第三章 研究方法 36
第一節 研究理論 36
第二節 研究對象 36
第三節 問卷設計與發展 37
第四節 資料分析 43
一、敘述性統計分析 43
二、信度分析 43
三、效度分析 44
四、因素分析 44
五、相關分析 45
六、變異數分析 45
第五節 IPA分析法 45
第四章 研究結果 46
第一節 樣本資料 46
一、消費者基本資料 46
二、消費者消費習性 48
第二節 問卷之效度及信度分析 49
一、效度分析 49
二、信度分析 50
第三節 因素分析 51
第四節 相關分析 53
第五節 重要度-績效分析 53
第六節 分組的重要度-績效分析 57
一、各組重要度-績效分析 57
二、分組重要度-績效分析比較 72
第五章 結論 78
第一節 研究結果 78
一、發展服務品質量表 78
二、未分組的IPA分析 78
三、已分組與未分組的IPA分析比較 79
第二節 研究限制與未來發展 80
一、研究限制 80
二、研究建議 81
參考文獻 82
一、中文部分 82
二、英文部分 85
三、網路資源 94
附錄一 家樂福服務品質問卷 95
附錄二 家樂福服務品質量表刪題過程 102
附錄三 家樂福服務品質量表問項相關分析 114
附錄四 市場區隔因子 122

圖 目 錄
圖1.1 本研究流程圖 5
圖2.1 PZB服務品質缺口模型 11
圖2.2 服務品質與顧客滿意度之關係圖 12
圖2.3 服務品質衡量模式 14
圖2.4 IPA二維矩陣 32
圖4.1 家樂福服務品質之IPA圖 56
圖4.2「男性每月所得收入20,000元以下」之IPA圖 60
圖4.3「女性每月所得收入20,000元以下」之IPA圖 64
圖4.4「男性每月所得收入20,001元以上」之IPA圖 67
圖4.5「女性每月所得收入20,001元以上」之IPA圖 71

表 目 錄
表1.1 2010年全台量販店店數統計表 2
表2.1 SERVQUAL量表的構面變化及其意義 15
表2.2 SERVQUAL量表之構面與評估的問項 17
表2.3 RSQS的構面及次構面 25
表2.4 SERVQUAL量表與RSQS之比較 27
表3.1 Stanworth (2009)各構面的正負向滿意程度 37
表3.2 問卷設計之構面及問項 40
表3.3 本研究問卷範例 42
表4.1 消費者基本資料表 46
表4.2 消費者消費習性表 48
表4.3 效度分析表 49
表4.4 信度分析表 50
表4.5 因素分析後的構面及問項 52
表4.6 家樂福服務品質重要度與滿意度分析表 54
表4.7「男性每月所得收入20,000元以下」之重要度與滿意度分析 58
表4.8「女性每月所得收入20,000元以下」之重要度與滿意度分析 62
表4.9「男性每月所得收入20,001元以上」之重要度與滿意度分析 65
表4.10「女性每月所得收入20,001元以上」之重要度與滿意度分析 69
表4.11 分組結果比較 73
表4.12 未分組與已分組一致性結果分析 75






一、中文部分

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3.吳政和、洪佳慧(2009),「旅館業會議服務品質評估模式之建立研究」,島嶼觀光研究,第二卷,第三期,19-27頁。

4.呂彥瑩(2008),「量販店服務品質、 顧客滿意度與顧客忠誠之相關性研究-以屏東地區為例」,國立屏東科技大學農企業管理系碩士論文。

5.李青松、車成緯(2009),「遊客對地方節慶活動認同之研究-以土城桐花節為例」,運動與遊憩研究,第四卷,第二期,73-92頁。

6.林淑萍、李暐珣與詹雅慧(2007),「人力銀行服務品質之研究-Kano二維品質及IPA整合模式之應用」,績效與策略研究,第四卷,第二期,1-17頁。

7.周美利,蔣丞哲,林和成與邱致清(2009),「應用多元評鑑指標評估臺灣四大連鎖量販店服務品質」,東亞論壇季刊,第四六六期,57-68頁。

8.流通快訊雜誌社編輯部(2010a),「2010年6月份量販店店數統計表」,流通快訊雜誌,第六五七期,29頁。

9.流通快訊雜誌社編輯部(2010b),「2010年12月份量販店店數統計表」,流通快訊雜誌,第六七四期,26頁。

10.翁崇雄(2000),「服務品質評量模式之研究」,中山管理評論,第八卷,第一期,105-122頁。

11.徐瓊信、陳榮文(2010),「休閒渡假民宿遊客住宿體驗、期望與滿意之研究-以馬公地區爲例」,島嶼觀光研究,第三卷,第三期,63-87頁。

12.陳耀茂(2000),「服務管理:消費者主導的管理世界」,第一版,書泉圖書出版,台北。

13.陳咏均(2009),「量販店服務品質、顧客滿意度、轉換成本與信任關係模式之研究」,長榮大學經營管理研究所碩士論文。

14.陳必麒(2009),「消費者因素、服務品質、自有品牌知覺品質、自有品牌購買意願關係-不同通路之影響-以家樂福和7-11為例」,大葉大學管理學院碩士在職專班碩士論文。

15.陳餘鋆、蔡進士與張文娟(2009),「閒置水域再利用之遊客體驗探討-以虎頭埤風景區為例」,休閒事業研究,第七卷,第二期,55-70頁。

16.梁鐿徽、李泰茗(2006),「建構拍賣網站服務品質顧客知覺量表」,電子商務研究,第四卷,第四期,451-474頁。

17.梁鐿徽、王宏華、陳安安(2010),「建構線上遊戲服務品質量表」,電子商務研究,第八卷,第三期,499-520頁。

18.黃彥中(2006),「消費者對不同零售業的服務品質與商店形象影響購買決策之研究-以即食年菜為例」,天主教輔仁大學餐旅管理學系碩士論文。

19.黃靖文(2004),「量販店服務品質、顧客滿意度與忠誠度間關係之研究—以大台北地區大潤發量販店為例」,大同大學事業經營研究所碩士論文。

20.曾光華(2010) ,「服務業行銷與管理」,第三版,前程文化事業有限公司,台北。

21.楊世瑩 (2006),「SPSS 統計分析實務」,第一版,旗標出版股份有限公司,台北。

22.楊錦洲(2009),「服務品質-從學理到應用」, 第一版,華泰文化事業股份有限公司,台北。

23.溫源鳳、陳清憲(2007),「地方行政機關服務品質因素之探討—以台南市政府為例」,品質學報,第十四卷,第二期,149-159頁。

24.鄧維兆、李友錚(2007),「北投溫泉旅館關鍵服務品質屬性確認—Kano模式與IPA之應用」,品質學報,第十四卷,第一期,99-113頁。

25.鄧肖琳、張明穎(2009),「服務品質屬性、績效、重要性與顧客滿意度—以台灣地區銀行為例」,中華管理學報,第十卷,第四期,91-112頁。

26.劉晉宏、洪惟亮(2007),「顧客滿意度之關鍵影響因素研究-以量販店為例」,中華民國品質學會第43屆年會暨第13屆全國品質管理研討會,1-11頁。

27.劉財龍(2009),「商店形象與服務補救對顧客滿意之影響:以量販店爲例」,輔仁管理評論,第十六卷,第二期,119-158頁。

28.衛南陽(1996),「顧客服務系統規劃」,第一版,牛頓時代叢書,台北。

29.盧右梅、吳信宏(2010),「應用IPA模式檢視台灣高鐵乘客之服務品質需求」,品質學報,第十七卷,第一期,21-43頁。

30.蕭穎謙、賴淑慧(2006),「量販店服務品質、顧客滿意度與忠誠度關係的研究─以家樂福大直店為例」,工研院創新與科技管理研討會,1-10頁。

31.鍾炘君(2007),「購物中心服務品質、商店印象、顧客滿意度與顧客忠誠度關係之研究」,國立屏東商業技術學院不動產經營系碩士論文。

32.魏銘宏(2003),「量販店服務品質、顧客滿意與顧客忠誠之相關性研究─以台南都會地區量販店為例」,國立成功大學企業管理學系碩士論文。


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三、網路資源

1.中華民國經濟部統計處(2010)。綜合商品零售業營業額及年增率-按細業分。線上檢索日期:2010年12月23日。網址:
http://2k3dmz2.moea.gov.tw/gnweb/News/wFrmNews.aspx?id=NEWS_03&no=3

2.台灣經濟發展研究中心資料網(2010)。消費者信心指數新聞稿。線上檢索日期: 2010年12月27日。網址:http://rcted.ncu.edu.tw/intro.phtml#5

3.東方快線網絡市調(2010),男人愛逛量販店興致更甚於女性。線上檢索日期:2010年7月24日。網址: http://www.eolembrain.com/Latest_View.aspx?SelectID=200

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