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題 名 | 優良商店作業規範認證店營運績效之研究=A Study on the Operation Performance of GSP Recognized Stores |
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作 者 | 曾信超; 蔣大成; | 書刊名 | 長榮學報 |
卷 期 | 3:1 1999.06[民88.06] |
頁 次 | 頁19-35 |
分類號 | 498 |
關鍵詞 | 優良商店; 認證制度; 服務品質; 績效; Good store; Recognition system; Service quality; Performance; GSP; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著我國國民所得的逐年提升及國民消費能力的日益增強,消費者的消費意識也 普遍抬頭,同時對國內商店業者在服務品質及消費環境的滿意度要求更是日益強烈。經濟部 商業司有鑑於這股趨勢的發展正逐漸擴大,於是大力推行「優良商店作業規範(GSP)認證制 度」,期能藉此提升國內商店服務品質及塑造優質消費環境;此一認證制度之推行,已見其成 效,至今計有十一種行業,四O三家商店通過GSP認證。 然而就商店業者而言,其更務實的立場是配合GSP認證制度的推動,會帶來什麼效益? 本研究以自然美化妝品股份有限公司的91家GSP認證店為案例,由研究結果中得知商店通過 GSP認證後的各項營運績效有大幅改善的情形,例如:平均營業額增加18.68%,獲利率增加 7.65%,來客數增加14.45%,顧客抱怨減少29.87%,退換貨比率減少23.46%,甚至員工離職 率也下降11.13%;另外,從地區別的營業額及來客數而言,東區的成長率分別高達40.25%與 37.88%,更是各區之冠。可見GSP認證對商店的營運績效有非常大幅的助益。 |
英文摘要 | With the increasing personal income and consumption ability, consumers have been more aware of consumption consciousness; meanwhile, stores pay more attention to service quality and satisfaction of consumption environment. In view of this new getting-bigger trend, the Department of Commerce, Ministry of Economic Affairs (DOC, MOEA) are actively promoting "Good Store Practice Recognition System" (GSP Recognition System) to upgrade domestic store service quality and shape better-quality consumption environment. 11 lines of business and 403 stores which have acquired GSP, we can learn that the promotion of GSP Recognition System has worked. To the stores in a practical stand, what benefits could GSP Recognition System lead to, if they cooperate with it? The study shows that the stores gain lots of improvement on every business performance after acquiring GSP Recognition System. Take the NB (Natural Beauty) for an example, its average turnover goes up by 18.68%, the gain rate up by 7.65%, the frequency of new customer up by 14.45%, the complaint from customers down by 29.87%, the comeback or change rate down by 23.46%, and the leave office rate of employee down by 11.13%. Besides, only on the average turnover and the frequency of new customer of other sections, do we learn that, in the eastern Taiwan, the former rate is up to 40.25%, the latter up to 37.88%. They are the tops of all sections. We know that GSP Recognition System has brought the stores dramatically benefits on business performance. |
本系統中英文摘要資訊取自各篇刊載內容。