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題 名 | 運用Kano模式探討臺灣RFID智慧型賣場之關鍵服務品質屬性=Using Kano's Model to Explore the Key Attributes of Quality Service on Smart Stores in Taiwan |
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作 者 | 陳尚蓉; 許彙雅; | 書刊名 | 創新與經營管理學刊 |
卷 期 | 1:1 2010.12[民99.12] |
頁 次 | 頁67-83 |
分類號 | 496.7 |
關鍵詞 | 智慧型賣場; 服務品質; RFID; Smart stores; Kano's model; |
語 文 | 中文(Chinese) |
中文摘要 | RFID技術是二十一世紀的重大創新技術之一,並陸續應用於不同的生活情境,而產生智慧化的情境空間,當賣場所提供的服務品質結合RFID技術後同,既形成智慧型賣場。本研究皆在以消費者觀點了解智慧型賣場的關鍵服務品質屬性,並將由Kano模式分析結果,提出利用RFID技術轉型成為智慧型賣場及提升服務品質的策略性建議。研究對象為國內家樂福、大潤發、新東陽、愛買、頂好、松青等賣場的單位主管,以及257位大潤發、新東陽與愛買的消費者。研究結果發現,「保障商品品質」是相當重要的一維品質服務屬性,利用RFID與EPC獨特編碼技術的導入,在品項層次建立商品生產履歷是提升顧客滿意度的關鍵,未來可考量就不同賣場的目前進程,選擇先以二維條碼導入或擴充至更多商品品項之RFID履歷著手,以提供給消費者更完善的服務。另外,「安全交易」與「售後服務」也是普遍存在於不同賣場,影響顧客滿意度的重要服務品質屬性,管理單位可利用RFID建立安全與便利的結帳流程,並為由其智慧的識別功能建立完善的售後服務制度。 |
英文摘要 | The purpose of this study was to understand the key attributes of service quality on smart stores in Taiwan. However, due to the difference of evolution in these stores, we also tried to suggest some strategies on implementation of Radio Frequency Identification (RFID) to upgrade their management models as well as the level of service quality. The managers who in charge of the store sites of 6 stores have interviewed and 257 consumers of 3 stores have investigated. As the result of Kano's Model Analysis, we found the service attribute of ”quality guarantee” was the most important factors which affecting the respondent' satisfaction. We suggest the stores could choose to provide the production resume by bar code first, then to implement RFID in proper sequence, to enhance better level of quality guarantee by increasing the visibility and the traceability of single item. |
本系統中英文摘要資訊取自各篇刊載內容。