應用品質機能展開於精油商店服務品質改善之研究

An Application of Quality Function Deployment for Service Quality in Essential Oil Shops

10.30001/JIES.201706_14(1).0008

蕭淑藝(Hsiao, Hsu-Yi)；黃淑凌(Hwang, Hsu-Ling)

精油產品業 ； 服務品質 ； 品質機能展開 ； 品質屋 ； essential oil industry ； service quality ； quality function deployment ； house of quality (HOQ)

美容科技學刊

14卷1期（2017 / 06 / 01）

127 - 141

繁體中文

精油產品應用在生活中已漸趨普遍，精油產品業市場的發展和競爭也迅速的增加，如何提供顧客滿意的服務已成為精油產品業重要的競爭策略。本研究導入品質機能展開以識別台灣精油商店的關鍵服務品質要素，並使用其分析結果建造品質屋及確認品質技術，發展服務品質改善的策略去提升消費者對精油產品業的滿意度。本研究結果發現精油產品業前五項重要品質技術優先改善項目，分別為「服務態度」、「行銷策略」、「店員與顧客互動」、「產品開發與品質認證」及「店員教育訓練」。本研究針對此五項提出改善的建議，以增進服務品質的滿意度，提昇競爭力。

In recent years, the applications of aromatherapy are getting more and more popular. Therefore, how to promote a firm's service quality has become an important competitive strategy. This study adopts 「SERVQUAL」measurement scale to investigate the levels of customer satisfaction and to integrate the Kano's model which categorizes service quality attributes of customers' needs into QFD to identify the critical quality elements for the essential oil shops in Taiwan. The research findings indicate that ＂service attitude＂, ＂marketing strategies＂, ＂interaction between staff and clients＂, ＂development and quality certification of product＂ and ＂training＂ are the top five important quality techniques that are worth to improve.

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