A Service Quality Diagnosis Model for Supermarkets

建構服務品質診斷模式：以生鮮超市為例

10.29548/BGYY.201209.0007

林晉照(Chin-Chao Lin)；張燦明(Tsan-Ming Chang)；郭再添(Tzay-Tein Guo)

服務品質 ； 探索性因素分析 ； 驗證性因素分析 ； 結構方程模型 ； 生鮮超市 ； Service Quality ； Exploratory Factor Analysis ； Confirmatory Factor Analysis ； Structural Equation Models ； Supermarkets

修平學報

25期（2012 / 09 / 01）

103 - 124

英文

服務品質認知差異主要探討顧客事前期望服務與事後知覺服務之間所形成的認知差異。目前服務品質認知差異的研究方法，在研究程序上是等待顧客全然接受服務後，才同時填寫事前期望服務與事後知覺服務之問卷，然而研究結果卻無法有效顯著區分其所定義缺口之差異，即把知覺服務品質區分為：滿意、普通與不滿意等三類。因此，本文以不同的研究過程，並在所建構的『服務品質診斷模式』下，藉由生鮮超市為實證對象，重新探討服務品質知覺缺口。本模式第一階段為發展並驗證適合生鮮超市服務品質的關鍵服務因素與量表。第二階段依此量表持續探討個案超市的服務品質，以不同於先前學者的問卷法則，探討求診者的事前期望服務與事後服務知覺的差異，成功地把知覺服務品質區分為三類。且如同企業診斷般，有效協助業者發掘目前服務品質的異常現象，進而建議及時解決問題或持續改善之對策。

Perceived service quality was viewed as the degree and direction ofdiscrepancy between consumers' perceptions and expectations. However, the existing procedure of data collection is less desirable because respondents attempt to recall theirexpectationsafter receiving service instead of before receiving service. Thisstudy introduce a two-stage service quality diagnosis model for re-exploring the gap between consumers' perceptions and expectations with a more reliable data collection method. Based on analysis results, gaps are further classified into three categories: ideal quality, unacceptable quality, and dynamic satisfactory quality. Aservice sector of a supermarket is selected for validating the proposed model with structural equation models. The proposed diagnosis model serves as a business diagnosis, which can effectively assist practitioners in discovering current service quality problems and provide solutions to problems or strategies for continuous improvement.

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