標竿學習與技術移轉－以迪士尼服務品質模式為例

Benchmarking and Technology Transfer Using the Walt Disney's Service Quality Model as an Example

吳偉文(Wei-Wen Wu)；李右婷(Yu-Ting Lee)

優質服務 ； 技術移轉 ； 全球在地化 ； 標竿學習 ； Quality service ； Technology transfer ； Glocalization ； Benchmarking DEMATEL

東亞論壇

486期（2014 / 12 / 01）

1 - 15

繁體中文

在體驗經濟時代下，企業必須重視顧客認知的服務品質。迪士尼的優質服務模式，已經是服務品質的典範，值得仿效而進行標竿學習。然而，標竿學習涉及一些容易混淆的概念或論述，例如海外技術移轉、全球在地化。本研究除釐清這些概念或論述之外，主要的旨趣在於探討以迪士尼的服務品質模式作為標竿，實際進行標竿學習之時，將會發生怎樣的挑戰課題。故本研究以迪士尼的服務品質模式作為理論架構，並運用四主題DEMATEL分析法，進行探索性的個案調查。從研究結果得知，有些標竿學習的項目內容，應該採用全球在地化策略而力求有效調整，但值得注意的是，有些項目內容涉及重要的根本理念與原則，切勿變動其優先順位，例如：安全、禮貌、表演、效率。本研究獨特發現，尚未見於其他文獻之中，可作為有價值的後續研究議題，從而促進企業進行有效的標竿學習。

In the face of Experience Economy, several studies have emphasized that enterprises must advance customers' perceived service quality. The Disney's quality service model is a leading paradigm of service quality. Hence, it is a vital issue of how to effectively benchmark Disney's service quality model in order to strengthen competitive advantage. However, benchmarking involves some confusing concepts like overseas technology transfer and glocalization. This paper discusses these concepts, and attempts to explore issues about benchmarking the Disney's paradigm. To meet this end, the paper employs the Disney's service quality model as the theoretical framework, and utilizes four-theme DEMATEL as the analysis method. According to the study findings, we gain some valuable management implications such as some benchmarking objects need to be adapted while others should never be changed in priority of targeted objects Disney's four service standards: safety, courtesy, show, and efficiency. The study findings can expand future research issues regarding effective benchmarking.

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