運用雙主題DEMATEL建構服務藍圖

Applying Dual Themes DEMATEL to Establish Service Blueprint

吳贊鐸(Tzann-Dwo Wu)

服務利潤鏈 ； 服務藍圖 ； 服務品質 ； 雙主題DEMATEL ； Service profit chain ； Service blueprints ； Service quality ； Dual theme DEMATEL

東亞論壇

486期（2014 / 12 / 01）

17 - 29

繁體中文

服務提供者提供產品、專業、知識、技術、人力、設備（施）、場域、時間，給予目標顧客之一系列活動及流程中之「服務缺口」，往往層出不窮且屢為顧客所詬病與客訴，已為二十一世紀以「顧客為導向」及提升「服務品質」之商業運營模式所需解決之主要課題。服務業如何解決服務品質PZB缺口問題，並善用「服務利潤鏈」核心連結器（如：工作包、服務包、服務藍圖、服務場景），已為刻不容緩之議題，亦為本研究之主要動機。傳統單主題DEMATEL係將問題要素逐一處置，並未依問題屬性分類以符合實際需求，「雙主題DEMATEL」已為解決此一限制所亟需。本研究特以PZB-SERVQUAL Instrument服務品質量表二十二項準則依據平衡計分卡二大構面進行雙主題分類為內部作業流程與顧客雙主題。並利用矩陣及相關數學理論計算所有元素間之重要性、準則間之關聯性、主題影響強度與因果關係。結果顯示雙主題之關鍵影響要素（KPI）優先順序為：（1）內部作業流程主題：應在承諾時間提供服務（P.8）、應該可靠（P.7）、應有設備（P.1）；（2）顧客主題：若太忙，無法迅速回應顧客要求，是可接受的（C4）、期待外場經理瞭解顧客需求是不切實際的（C7）、外場經理與員工未必願意隨時協助顧客（C3），需優先關注處理之。最後據此發現重行勾勒雙主題DEMATEL服務藍圖」，以資依循。

Service providers deliver products, expertise, knowledge, technology, manpower, equipment (facilities), field and time to target customers. Service gap is the difference between what customer expected and what they perceived was really delivered. Service gaps were repeatedly criticized by customers. How to improve customer relationship, upgrade service quality, solve PZB gaps and effective use core connectors (e.g., work package, service package, service blueprint, servicescapes) of service profit chain are top urgent issues in this customer-oriented era. Traditional single theme DEMATEL methodology is focused on solving elements of problem, there is no classification for problem's attributes to meet actual requirement. Dual theme DEMATEL can overcome this difficulty. In this study, double theme classified as internal process and customer of Balanced Scorecard by twenty-two criterion of PZB-SERVQUAL Instrument this research. Utilizes pair comparison matrix and the related mathematical theory to calculate importance, correlation, strength and cause and effect between elements. The results showed that priority order of dual theme KPI: (1)Internal Process Theme-They should provide their services at the time they promise to do so (P.8), These firms should be dependable(P.7), They should have up-to-date equipment (P.1); (2)Customer Theme-It is okay if they are too busy to respond to customer requests promptly(C4), It is unrealistic to expect employees to know what the needs of their customers are (C7), Their employees don't always have to be willing to help customers (C3) should be handled firstly. Finally, reorganized service blueprint by dual theme DEMATEL is essential.

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