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題 名 | 強化漁產品直銷中心服務功能之研究=Strengthening the Service Functions of the Direct Marketing Centers for Fishing Products |
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作 者 | 李宗儒; 黃靜瑜; | 書刊名 | 交大管理學報 |
卷 期 | 28:1 2008.06[民97.06] |
頁 次 | 頁1-35 |
分類號 | 439.1 |
關鍵詞 | 漁產品直銷中心; 灰關聯係數; Kano二維品質模式; 服務品質; The direct wholesale center for fishing products; Grey relational coefficient; Kano model; Service quality; |
語 文 | 中文(Chinese) |
中文摘要 | 在政府單位大力推廣休閒漁業下,全省陸續成立許多漁產品直銷中心,除了增添民眾周休二日休憩的景點,也提振了部份的漁業經濟,但遍佈臺灣海岸的漁產品直銷中心中,有許多家卻正面臨遊客大減,營業額下降的景況,因此本文將採用質化訪談的方式,深入了解漁產品直銷中心的營運情況,並利用量化的工具,分析直銷中心的競爭優勢及消費者所重視的服務品質。 本文內容主要為兩部分,一部分是以經營者的觀點來分析內外部的競爭環境,藉由灰關聯數的計算,找出影響內外部環境的重要條件;另一部分析是以消費者的角度分析經營者所提供的服務品質,我們將過Kano模式分析服務品質的屬性,並計算改善指標來找出迫切需要改進的服務項目;最後將經營皷與消費者的分析結果加以整合,建議未來漁產品直銷中心強化服務品質的方向。 |
英文摘要 | Since the Taiwanese government began to make great efforts to promote the leisure fishing industry, many direct wholesale centers for fishing products have been established in Taiwan. This added new scenic spots for the public to enjoy on the week-ends as well as helped to promote local leisure fishing businesses. Unfortunately, many of the fishing-product wholesale centers have recently suffered decreasing revenues as a result of decreased tourism. This study uses the interview method to make an in-depth investigation of the current operating situation of the direct marketing centers, and quantitatively analyzes their competitive advantages and quality of service. This article is divided into two parts: The first part analyzes the internal and external competitive environments for the viewpoint of management using the Grey relation coefficients, and the second part analyzes the quality of service from the viewpoint of customers. We use the Kano model to classify the attributes of service quality and to calculate the quality improvement index to find out which areas are in need of improvement. Finally, based on the feedback from both owners and customers, we recommend ways to strengthen the service quality of the direct marketing centers in the future. |
本系統中英文摘要資訊取自各篇刊載內容。