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題 名 | 神秘購物客調查法應用於服務品質調查之研究=An Analysis of Mystery Shoppers in Service Quality Investigation |
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作 者 | 林儀; 曾志雄; | 書刊名 | 中小企業發展季刊 |
卷 期 | 6 2007.12[民96.12] |
頁 次 | 頁139-168 |
分類號 | 496.7 |
關鍵詞 | 服務品質; 神秘購物客; 焦點團體; 中小企業; Service quality; Mystery shopper; Focus group; SMEs; |
語 文 | 中文(Chinese) |
中文摘要 | 「神秘購物客」調查技術,其檢測方式展現對服務業之龐大商機與其研究議題之重要性。本研究透過焦點團體法來瞭解影響消費者對服務品質感受的相關因素,建置本研究架構;進一步利用決策樹(AnswerTree)統計方法分析,投入所有之變數後再從中找尋最合適之分類結果進行探討,並藉由焦點團體座談會,訪談中小企業(Small and Medium Enterprises, SMEs)的行銷部門主管,探討出中小型服務業者及顧客對服務品質的認知觀點,並確立調查問卷的專家效度,再經由面訪問卷的資料蒐集方式達成有效樣本354份。本研究結果透過統計方法決策樹分析發現,受訪者認為服務人員的傾聽能力、溝通能力及服務人員的臉色三項服務兼其的重要性高達97.75%;包容能力、安撫顧客情緒、音質溫和度三項服務的兼具重要性也高達98.41%。因此進行神秘購物客調查時,應當針對不同客群設計符合其特性之調查評分準則及項目,尤其應導入情境互動式服務品質之六大構面,以提高顧客對服務需求之滿意程度。 |
英文摘要 | The investigation technique of mystery shoppers is a very important issue for exploring huge commercial potential in service industry. This research is applied focus group method in order to understand any relative factors which may have possibility to affect customers. Therefore the frame work of this research could be built. Further AnswerTree analysis method could be used in this stage. After that we can put all of variables in the analysis in order to find the most suitable results and factors. Through focus group meeting method we can interview the leader of marketing department in the small and medium enterprises (SMEs). Through this stage the view of perception of service quality could be carried out between service industry and its customer. Furthermore the questionnaire of expert's validity could be established. The research collects the valid sample of 354 from questionnaire, and the result shows that most respondents thought the importance of listening, communication ability and attitude for staff in the service industry reaches 97.75%. And there are 98.41% of respondents thought tolerance, appeasement and gentle tone quality of staff are very important factors in this research. Hence, when mystery customers investigation is in progress, the principle of scoring and items should be designed based on different group of customers. In particular the six components of service quality should be applied to situated interactive investigation method in order to raise the satisfaction of customer of service quality. |
本系統中英文摘要資訊取自各篇刊載內容。