商圈服務品質構面對應服務品質策略之研究

A Study on the Service Quality Dimensions of Business District Corresponding with Service Quality Strategies

劉明德(Ming-Te Liu)

商圈 ； 服務品質構面 ； 服務品質策略 ； TOWS矩陣 ； business district ； service quality dimensions ； service quality strategies ； TOWS matrix

品質學報

17卷3期（2010 / 06 / 30）

247 - 267

繁體中文

本研究嘗試對商圈服務品質構面與SERVQUAL量表構面的一致性進行比較，來探討不同型態商圈的服務品質構面是否有所差異。並運用SWOT矩陣及TOWS矩陣分析，來對應可行的商圈服務品質策略。研究結果顯示不同型態商圈的服務品質構面有所不同，屬特色產業的深坑老街，以小吃聞名，其服務品質項目經萃取出五構面後，取名爲服務保證、專業能力、文化呈現、環境與資訊管理及交通規劃；屬文化產業的平溪商圈，以文化觀光展現特色，經將服務品質項目萃取出四構面後，命名爲服務管理、特色展現、交通與資訊提供及環境維護。再由服務期望與知覺分析的結果結合服務品質構面，獲得深坑老街與平溪商圈的SO、WO、ST及WT服務品質策略。此種將服務品質構面與策略對應的方式，期望能爲商圈的經營，提供有效策略選擇，突顯地方產業特色。

This study aims to compare whether the service quality dimensions of business districts and the dimensions of SERVQUAL measure are consistent, and then analyze whether service quality dimensions are different due to the difference in types of services. SWOT and TOWS matrix analysis are applying to match substainable strategies for business districts. The findings are that the service quality dimensions of different business districts are different. The pragmatic findings are that Shenkeng Old Street is a business district of special industry and well-known for its snacks. Its five service quality dimensions elicited are service guarantee, professional ability, culture presentation, environmental and information management and traffic planning. In addition, Pingsi Business District is a business district of cultural industry and famous for cultural tourism. Its four service quality dimensions are service management, feature presentation, traffic and information arrangement and environmental protection. Through linking the outcome of the gap analysis between expectation and perception of services with the above-mentioned dimensions, some combinations of strategies matrix to manage Shenkeng Old Street and Pingsi Business District are created, including service quality strategies of SO, WO, ST and WT. It is hoped that these strategies are effective on attracting more people, bringing more businesses, enhancing their fame, and showing features of their local industries.

1. 平溪鄉公所，(accessed 08, 2008)，台北縣平溪鄉公所認識平溪，。
2. 經濟部，(accessed 06, 2008)，商業發展政策，。
3. 深坑鄉公所，(accessed 08, 2008)，台北縣深坑鄉公所古蹟巡禮，。
4. Alzola, L. M.,Robaina, V. P.(2005).SERVQUAL: its applicability in electronic commerce B2C.The Quality Management Journal,12(4),46-57.
5. Babakus, E.,Boller, G. W.(1992).An empirical assessment of the SERVQUAL scale.Journal of Business Research,24(3),253-268.
6. Bolton, R. N.,Drew, J. H.(1991).A multistage model of customers' assessments of service quality and value.Journal of Consumer Research,17(4),375-384.
7. Brown, S. W.,Swartz, T. A.(1989).A gap analysis of professional service quality.Journal of Marketing,53(2),92-98.
8. Carman, J. M.(1990).Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions.Journal of Retailing,66(1),33-55.
9. Childress, R. D.,Crompton, J. L.(1997).A comparison of alternative direct and discrepancy approaches to measuring quality of performance at a festival.Journal of Travel Research,36(2),43-57.
10. Cronin, J. J.,Taylor, S. A.(1992).Measuring service quality: a reexamination and ex-tension.Journal of Marketing,56(3),55-68.
11. DeVellis, R. F.(1991).Scale Development Theory and Application.London:Sage.
12. Geisman, B.(2004).A renaissance in neighborhood and "main street" business districts.Economic Development Journal,3(2),65-72.
13. González, M. E.,Mueller, R. D.,Mack, R. W.(2008).An alternative approach in service quality: an e-banking case study.The Quality Management Journal,15(1),41-59.
14. Guy, C.,Duckett, M.(2003).Small retailers in an inner city community: a case sudy of adamsdown, cardiff.Journal of Retail and Distribution Management,31(8),401-407.
15. Huff, D. L.(1964).Defining and estimating a trading area.Journal of Marketing,28(3),34-38.
16. Kettinger, W. J.,Lee, C. C.(1997).Pragmatic perspectives on the measurement of information systems service quality.MIS Quarterly,21(2),223-240.
17. Lewison, D. M.,Delozier, M. W.(1989).Retailing.Columbus, OH:Merrill.
18. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model of service quality and its implications for future research.Journal of Marketing,49(4),41-50.
19. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: a multiple-item scale for measuring consumer perceptions of service.Journal of Rtailing,64(1),12-40.
20. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1991).Refinement and reassessment of the SERVQUAL scale.Journal of Retailing,67(4),420-450.
21. Reeves, C. A.,Bednar, D. A.(1994).Defining quality: alternatives and implications.Academy of Management Review,19(3),419-445.
22. Serpkenci, R. R.,Tigert, D. J.(2006).Wal-Mart's new normal is here: is everyone ready to accept the future?.International Journal of Retail and Distribution Management,34(1),85-100.
23. Teas, R. K.(1993).Consumer expectations and the measurement of perceived service quality.Journal of Professional Services Marketing,8(2),33-54.
24. Thomas, C. J.,Bromley, R. D. F.(1995).Retail decline and the opportunities for commercial revitalization of small shopping centres: a case study in south wales.Town Planning Review,66(4),431-452.
25. Weihrich, H.(1982).The SWOT matrix-a tool for situational analysis.Long Range Planning,15(1),60-72.
26. Zeithaml, V. A.,Bitner, M. J.(2000).Service Marketing.New York:McGraw-Hill.
27. 沈文台(2002)。台灣老街圖鑑。台北市:貓頭鷹出版社。
28. 林士彥、林銘昌(2005)。形象商圈服務品質之案例探討。造園季刊，54，5-14。
29. 林居宏(2005)。碩士論文(碩士論文)。南華大學管理科學研究所。
30. 張清標(2006)。碩士論文(碩士論文)。中國文化大學建築及都市計劃研究所碩士在職專班。
31. 郭英峰、陳邦誠(2005)。休閒遊憩商圈服務品質之研究─以高雄旗津為例。品質學報，12(1)，53-62。
32. 陳嘉民(1999)。碩士論文(碩士論文)。國立成功大學建築研究所。
33. 曾信超、蔣大成、鄭志祥、吳志偉(2001)。都會型形象商圈服務品質與顧客滿意之研究─以高雄新堀江商圈為例。長榮學報，5(1)，117-133。
34. 賀雯萱(2003)。碩士論文(碩士論文)。中原大學室內設計研究所。
35. 黃克萍(2005)。碩士論文(碩士論文)。國立台北大學地理學系在職進修碩士班。
36. 黃沼元(2002)。台灣的老街。台北縣:遠足文化事業有限公司。
37. 廖健峻(2005)。碩士論文(碩士論文)。台灣大學土木工程學研究所。
38. 蕭景文(2001)。碩士論文(碩士論文)。國立中央大學歷史研究所。
39. 戴德瑜(1998)。碩士論文(碩士論文)。中原大學企管研究所。
40. 簡媛毅(2000)。碩士論文(碩士論文)。朝陽大學休閒事業管理系研究所。
41. 羅俊龍(2002)。形象商圈再造與經營之研究─以礁溪形象商圈為例。蘭陽學報，137-143
42. 羅敏儀(2003)。碩士論文(碩士論文)。國立台北大學都市計畫研究所。

1. 陳順興,吳逸萍,白鎮國(2011)。以PA-LV模式探討全面品質管理對於行銷管理與顧客滿意度影響之研究。育達科大學報，28，99-128。