臺灣菸酒公司服務品質與滿意度之研究－以臺中營業處南區營業所為例

A Study of Service Quality and Satisfaction for Taiwan Tobacco and Liquor Corporation - South District Branch of Taichung Office

張雅華(Ya-Hua Chang)；呂安文(An-Wen Lu)；吳信宏(Hsin-Hung Wu)

臺灣菸酒 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 重要－績效分析 ； Taiwan Tobacco and Liquor Corporation ； service quality ； customer satisfaction ； customer loyalty ； importance-performance analysis

行銷評論

13卷2期（2016 / 06 / 01）

161 - 184

繁體中文

臺灣菸酒公司由早期的菸酒專賣，至今的完全開放市場，本研究探討其公司的轉型與服務品質是否符合市場客戶的需求。於2014年8－10月份，以菸酒公司臺中營業處南區營業所之現場臨櫃購貨零售商為對象，採便利抽樣方式回收192份有效問卷，以單因子變異數分析及重要－績效分析探討該公司服務品質具顯著性之服務項目以及找出關鍵重要的服務項目。本研究結果發現購貨者性別以46－55歳的女性居多，滿意程度卻男性高於女性。經營型態多數為傳統雜貨店，可見本營業單位的客戶族群仍以原始經營者為主。客戶最重視的部份為貨品完整送達店家的準確度（購貨與配送品項、數量正確及低破損率）。最滿意的部份為營業場所的空間與環境整潔，其次為訂單購貨品項及數量的正確性與營業所內人員親切有活力。而重要－績效分析結果顯示，顧客對於運送人員送達貨品的堆疊服務及其運送作業及空瓶回收服務感到不滿意且失望，應立即改善這2項服務缺失，以提高顧客滿意程度及回購意願。

This study intends to analyze the transformation of Taiwan Tobacco and Liquor Corporation to meet market needs in terms of service quality. From August to October 2014 by convenience sampling, the effective sample of size is 192 from the retailers who directly purchase items from the southern district of Taichung Branch. The research methods are analysis of variance and importance-performance analysis in order to identify critical service items. The results of this study found that males are more satisfied than females. The majority of the demographic information is the managers who owned the traditional groceries with 11-20 years of business operations. The service items with the highest importance are the accuracy of the commodities delivery (correctness on purchased items and quantity, damage rate of product distribution, and items and quantity accuracy for delivering orders). The most satisfied service item is the cleanness of the space and the environment of business place, followed by the accuracy of amount and items purchased and friendly and energetic staff. By importance-performance analysis, customers are dissatisfied and disappointed about stacking services on delivered goods and transport and empty bottle recycling services.

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