運用決策實驗室法探討3C零售業提升服務品質專案之關鍵成功因素

The Key Successful Factors for Promoting a Service Quality Project of 3C Retail Business Service Base on DEMATEL Technique

10.7047/JLM.201006.0067

許建華(Jiann-Hwa Sheu)；管孟忠(Meng-Jong Kuan)；林心雅(Hsin-Ya Lin)；紀念呈(Nian-Cheng Ji)

服務品質 ； 關鍵成功因素 ； 3C零售業 ； DANP ； Service quality ； Key successful factors ； 3C retail business ； DANP

運籌與管理學刊

9卷1期（2010 / 06 / 01）

67 - 81

繁體中文

企業因全球化趨勢而面臨快速變化與動態之環境，台灣3C零售連鎖通路急遽擴展且競爭日趨激烈，相似產品間功能差距逐漸縮小，企業的成功關鍵不單侷限於產品技術高低，而以滿足客戶需求爲主要目標；根據行政院主計統計，現今3C零售業於服務上費用投入比商品還要多，由此可知服務品質對於顧客的重要性。本研究爲探討針對3C零售業之服務品質模式，透過文獻探討與專家篩選，找出適當之關鍵成功因素做爲評估3C零售業－燦坤之績效準則，利用結合決策實驗室分析法與網路程序分析法(DEMATEL with Analytic Network Process, DANP)來建構評估模式，來分析該公司衡量服務品質績效之評估要素與權重，期盼可作爲往後3C零售業上採用的問題處理與績效評估參考模式；經本研究實證結果，在企業內部高層全力支援算是問題影響之解決源頭；而對於服務品質之提升的各層面來說，服務的反應性爲須優先考量的部分，其中員工的服務意願最關鍵，也是最直接也最明顯影響公司服務品質的工作單位，可能會連帶影響服務的可靠度，進而波及至服務品質之其於層面的績效表現。

Because of Globalization trend, the enterprise of the environment became fast variety and dynamic state. The catena thoroughfare of 3C (Computer, Consumer Electronics, Communication) in Taiwan retail trade is rapid and have to expand. Now, the same trade market competition becomes gradually vigorous. Similar kind of products gradually narrows the gap between the functionality, and the successful key to enterprise isn't only limited to the height of the product technique, so the contented customer need is a main target. The statistics of the basis Directorate General of Budget, Accounting & Statistics, 3C retail services in the current cost of investment even more than commodity. To explain service quality's importance for customer, the purpose of this study is to build a quality of service model for the 3C retail trade service. First, we identify the critical success factors as criteria for assessing the performance of 3C Retail trade Service and through literature review and expert screening procedure. Then, DANP is used to construct the evaluation model for measuring service quality performance of the evaluation factors which can be used as 3C Retail trade subsequent deal with the problem with reference to its direction. After empirical results of this study, it demonstrates that the head office in the enterprise level supporting is the key successful factor which can also improve service reliability, consequently, the performance of the other service quality are influenced my service quality.

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