USE THE SERVICE GAP MODEL TO IMPROVE THE LEVEL OF SERVICE (LOS) OF E-COMMERCE PHYSICAL HOME LOGISTIC IN TAIWAN AREA

運用服務缺口模型來提高臺灣地區電子商務實體物流的服務水準（LOS）

10.6220/joq.202010_27(5).0003

楊光立(Kuang Li Yang)；沙永傑(D. Y. Sha)；周永燦(Yung-Tsan Jou)

I-S model ； SERVQUAL ； physical home logistic ； level of service (LOS) ； I-S模型 ； SERVQUAL ； 實體宅配 ； 服務水準

品質學報

27卷5期（2020 / 10 / 30）

319 - 330

英文

The purpose of this empirical study is to examine management issues that Taiwan's distribution industry is facing due to the popularity of E-commerce. We use the service gap model to understand the entire service field of the physical home-delivery service system needed for improving. The questionnaire includes the use experience in the past six months, as well as another 25 questions about the expectation and perceived service quality of physical home delivery. A survey based on the service quality (SERVQUAL) questionnaire and user's E-commerce experience was distributed by email and i-message to totally 350 selected college students and research and design (R&D) personnel of a research institute. The empirical data was collected electronically and a result of 91 valid copies was analyzed by using the importance-satisfaction (I-S) mode to determine the quality attributes and improvement coefficient (Ii) to determine the items and order of improvement. Service indicators included: reliability, responsiveness, empathy, and introducing a communication interface that is important and will affect the level of service (LOS) of E-commerce physical home logistic in Taiwan area, and also could set the basis for business innovation and formation of new business to propose refined customer value.

本研究是探討臺灣流通業者由於電子商務的普及所面臨的管理問題。我們使用服務缺口模型來瞭解整個實體宅配服務系統需要改進的服務領域。本實證研究所使用的問卷，調查包括過去六個月內之使用經驗以及25題針對實體宅配之服務品質的看法與實際感受。調查以電子郵件和i-message方式分發給350名選定的大學生和研究機構的研發人員，透過網路填寫方式來收集數據。使用重要度—滿意度（importance-satisfaction, I-S）模式和改進係數（improvement coefficient, Ii）來分析91份有效樣本的調查結果，以確定可改善之品質屬性與順序。服務指標包括：可靠性、回應能力、同理心和導入溝通介面等項目，會影響臺灣地區電子商務實體物流的服務水平（level of service, LOS），同樣的也可據以業務創新和建構新業務，以提升客戶價值。

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