品質機能展開應用於現金卡之市場區隔研究

A Research of Applying Quality Function Deployment for Market Segmentation in Cash Card

10.6656/MR.2006.25.3.CHI.17

劉明德(Ming-Te Liu)

品質機能展開 ； 市場區隔 ； 現金卡 ； 品質屋 ； Quality Function Deployment ； QFD ； Market Segmentation ； Cash Card ； House of Quality

管理評論

25卷3期（2006 / 07 / 01）

17 - 39

繁體中文

近年來，國內現金卡發行數量與預借現金金額雙雙大幅成長，發卡銀行均思索如何透過有效的經營策略，增加卡片附加價值及提高動用率來贏取競爭優勢。本研究嘗試透過問卷調查與分析取得品質機能展開(Quality Function Deployment, QFD)的顧客需求因素及銀行業者經營策略，提供銀行業者將消費者的服務品質需求因素轉變為經營策略，促使現金卡發卡銀行依據市場區隔來發展經營策略。 研究結果證實藉由市場問卷調查與分析，確認顧客需求因素及業者經營策略，並考量業者經營策略間及顧客需求因素與業者經營策間之相關性所建立與設計的品質機能展開，可以有效進行市場區隔分析，產生不同的經營策略排序。銀行業者可以根據不同排序結果及目標市場選擇，進一步規劃差異化的經營策略，使銀行業者在現金卡的行銷與經營上獲取更多的競爭優勢。

Both the volume of cash card and the loan amount borrowed through the cash cards has substantially increased in recent years. Banks are thinking how to be more competitive by means of effective management strategy, adding value to cash cards, increasing utilization rate, etc. Through questionnaire survey and analysis, this research aims to obtain the factors of customers' demands that can be used for Quality Function Deployment (”QFD”). After that, banks can turn the factors of customers' demands regarding service quality into effective management strategy according to market segmentation. The result of this research proves that market segmentation can be well analyzed and priorities of different banks can be found by means of the above-mentioned questionnaire survey, analysis, and QFD regarding management strategy, factors of customers' demands and their correlation. Banks can differentiate their management strategy to gain more competitive advantages in cash card marketing and management according to the said market segmentation analysis and the selected target market.

1. Bossert, J. L.(1991).Quality Function Deployment-A Practitioner' Approach.New York:ASQC Quality Press.
2. Calantone, R. J.,A.G. Sawyer(1978).The Stability of Benefit Segments.Journal of Marketing Research,15(3),395-404.
3. Carow, K. A.,M. E. Staten(1999).Debit, Credit, or Cash: survey Evidence on Gasoline Purchases.Journal of Economics and Business,51(5),409-421.
4. Churchill, G. A.,J. P. Peter(1984).Research Design Effects on the Reliability of Rating Scales: A Meta-analysis.Journal of Marketing Research,21(4),360-375.
5. Decker, W. H.,, K. Khazeh(1993).How Customers Choose Banks.Journal of Retail Banking,14(4),41-44.
6. Elrod, T.,R. S. Winter(1982).An Empirical Evaluation of Aggregation Approaches for Developing Market Segments.Journal of Marketing,46(4),65-74.
7. Gavoor, M. D.,G. S. Wasserman(1989).Technical Report, Dept. of Industrial and Manufacturing EngineeringTechnical Report, Dept. of Industrial and Manufacturing Engineering,Wayne State University.
8. Hauser, J.R.,D. Clausing(1988).The House of Quality.Harvard Business Review,66(3),63-73.
9. Kotler P.(1999).Marketing Management: Analysis, Planning, Implementation and Control.New Jersey:Prentice-Hall.
10. Loudon, D. L.,A. J. Della(1992).Consumer Behavior Concepts and Applications.New York:McGraw-Hill.
11. Lyman, D.(1990).Transactions from a Second Symposium on Quality Function Deployment.A Conference Cosponsored by ASQC, ASI, and GOAL/QPC
12. Matear, S.,R. Gray(1995).Benefit Segments in a Freight Transport Market.European Journal of Marketing,29(12),43-48.
13. Nunnally, J.(1979).Psychometric Theory.New York:McGraw-Hill.
14. Plummer, T. J.(1974).The Concept and Application of Life Style Segmentation.Journal of Marketing,38(1),33-37.
15. Pride, W. M.,O. C. Ferrel(1983).Marketing: Basic Concepts and Decisions.Boston:Houghyon Maffin.
16. Smith, W. R.(1956).Product Differentiation and Market Segmentation as Alternative Marketing Strategies.Journal of Marketing,21,3-8.
17. Sullivan, L. P.(1986).Quality Function Deployment.Quality Progress,19(6),39-50.
18. Wasserman, G. S.(1993).On How to Prioritize Design Requirements During the QFD Planning Process.IIE Transactions,25,59-63.
19. Wedel, M.,E. M. Steenkamp(1991).A Clusterwise Regression Method for Simultaneous Fuzzy Market Structuring and Benefit Segmentation.Journal of Marketing Research,28(4),385-396.
20. Wind, Y.(1978).Issues and Advances in Segmentation Research.Journal of Marketing Research,15(3),317-337.
21. 方定國(2000)。資訊系統之群體診斷分析-SWOT、QFD及AHP整合應用。商管科技季刊，1(1)，17-38。
22. 自由時報新聞網
23. 李靜貞(2002)。國立中山大學高階經營。
24. 徐村和、朱國明、詹惠君(2000)。模擬集群應用於信用卡市場區隔與消費者行爲分析。臺大管理論叢，11(1)，133-162。
25. 戚立強(2002)。國立台北科技大學生產系統工程與管理研究所。
26. 許總欣、楊長林(1999)。結合品質機能展開與限制理論作爲產品發展之探討。科技管理學刊，4(2)，155-172。
27. 閔庭祥、陳振明(2002)。顧客關係管理系統對企業之價值衡量模型－結合品質機能展開之實證研究。東吳經濟商學學報，39，1-36。
28. 馮鎮邦(2000)。國立政治大學企業管理研究所。
29. 黃志文、林克憲(1998)。銀行期望服務水準與認知服務水準之比較研究。台北銀行月刊，28(2)，64-84。
30. 楊孟仁(2002)。品質機能展開(QFD)簡介與運用－本局品質管理系統規劃。捷運技術，26，83-88。
31. 楊宗明(2000)。顧客滿意度模式對證券經紀業之實證分析。臺灣銀行季刊，51(1)，95-120。
32. 楊素芬、楊宗明、劉泰亨、陳信安(1998)。品質機能展開應用在改善電腦室服務品質的實證研究。臺灣土地銀行季刊，35(1)，145-162。
33. 黎正中、許聰鑫(1996)。QFD品質屋的量化工作的討論。品質學報，3(1)，65-79。
34. 賴彥儒(2002)。George & Mary現金卡－獲利嘎嘎叫後段班變模範生。能力雜誌，12，46-51。

1. 滕韋光、李宗耀、吳泓怡、白忠哲(2010)。軟性顯示器電子產品需求與技術間關聯性分析：以教學用軟性電子書為例。科技管理學刊，15(3)，25-61。