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題名 | 二維模糊化處理之服務性作業品質評估=A Two-Factor Fuzzy Mechanism for Quality Evaluation of Service Operations |
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作者 | 黃崇興; 吳文明; | 書刊名 | 臺大管理論叢 |
卷期 | 12:2 2002.06[民91.06] |
頁次 | 頁1-34 |
分類號 | 496.7 |
關鍵詞 | 模糊; 服務品質; 作業研究; Wilcoxon符號等級檢定; Fuzzy; Service quality; Operation management; Wilcoxon sign-rank test; |
語文 | 中文(Chinese) |
中文摘要 | 在台灣綜合零售業是高度競爭產業,業者必須隨時掌握顧客需求調整其經營型態,並發展、提供正確的產品與服務。因此探尋顧客潛在需求的零售服務品質衡量,就顯得格外的重要。 以往傳統服務品質衡量方法,皆由問卷取得顧客語意評估變數,再進行等距配分計算服務品質分數,以區間尺度的分析方法來進行分析,會造成寶貴資訊遺失及制定有偏差的服務策略等缺點。 針對上述缺失及一般實證資料分佈其有負項偏態等問題,本研究經由服務品質、模糊理論與排序等相關文獻探討,模糊數乘積方程式的推導,提出二雄模糊方法,經由實務訪談建立數據收集的架構。實證部份在中部地區抽取29家綜合零售商店進行實證調查。經統計分析後,得出以下重要結論: 由實證資料顯示,服務績效與服務項目重要性的資料分佈,呈現明顯負向偏態,而二維模糊方法可調整語意評估變數的歸屬函數,可使資料分佈回歸較常態的分配。 從客觀的效標關聯效度比較、Wilcoxon符號等級撿定,說明本研究所提出新的二維模糊方法比傳統方法,更能正確衡量顧客對零售服務品質的評估,且能依市場環境調整,較具彈性。 |
英文摘要 | Retailing business is a highly competitive industry. The awareness of the customer needs shift is necessary for management system adjustment at each individual retail store, or even in the whole industry. They manager team has to grasp the real needs of customers, and then provide the right service or products. How to discover the real expectation of customers, and establish a good measuring mechanism are the issues of this research. From the survey of quality measurement methods in service operations, we find a direct use of Likert scale in traditional way having some inappropriateness. This research is intended to find out a new mechanism for more information exploring when we have survey data about service operations on hand. We adopt concepts from Fuzzy theory, and develop a new two factor evaluation schema for this purpose. We also modify the SERVQUAL form to help the data collection. Totally, we survey 4 types 29 retail stores, obtain 1376 good questionnaire samples, and then make a comparison. Our major findings are: (1) the effectiveness and importance data of service attributes surely show a negatively skew phenomena; (2) two-factor fuzzy method shows better interpretation than the traditional direct use of Likert scale data. Our research indicates that this two-factor method has potential to discriminate the service quality among different stores with better data manipulation. |
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