應用二維模式與品質機能展開探討服務品質之改善-以寶島鐘錶公司為例

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题名:	應用二維模式與品質機能展開探討服務品質之改善-以寶島鐘錶公司為例 The Application of KANO Model and QFD on the Service Quality Improvement-The Case Study of Formosa Watch Co.
作者:	張宏凱 CHANG, HUNG-KAI
贡献者:	經營管理學系
关键词:	寶島鐘錶;服務品質;二維品質模式;品質機能展開 Formosa Watch Co;Service Quality;Kano Model;QFD
日期:	2022-07-16
上传时间:	2022-10-28 08:14:03 (UTC+0)
出版者:	亞洲大學
摘要:	在全球新型冠狀病毒的影響下，對許多產業都造成衝擊，而台灣的鐘錶市場不外乎也受到了影響，市場結構逐漸往M型化發展，金字塔頂端的高階消費者受限於疫情的關係無法出國，進而使他們把錢花在奢侈品，例如：高級鐘錶、名牌包等等。頂級的鐘錶品牌在這些高消費力的貴客支持下，相對比較不受疫情影響，真正受到影響的是中低價位的品牌，且台灣鐘錶市場目前已趨近於飽和的狀態，再加上電商的崛起，網路比價嚴重，實體店面越來越不好經營，因此，在如此嚴峻的市場環境之下，如何透過服務的過程提高顧客滿意度，進而使顧客願意來實體店面消費變成為組織成功的關鍵因素。本研究是以寶島鐘錶公司的消費者作為研究對象，利用Parasuraman et al.(1988)所提出的SERVQUAL量表，建構出適合鐘錶業的服務品質問卷題項，並了解消費者對寶島鐘錶公司服務品質的看法，再利用Kano二維品質模式與品質機能展開，分析出關鍵服務品質的屬性，並提出關鍵服務品質需改善之建議。 Many industries have been impacted by the covid-19, including Taiwan's clock and watch industry market. The market structure is gradually shifting toward M-type development. Because high-level consumers at the top of the pyramid cannot travel abroad due to covid-19, they spend all of their money on luxury goods. Such as: high class watches, designer bags, and so on, to promote the domestic market for luxury goods demand, a brand of the top class clock in the high spending power with the support of the guests, is relatively not affected that much by the outbreak, however, the real impact is those low and mid price brands, and Taiwan's clock and watch industry market has now tend to be saturated state. Moreover, with the rise of electricity network comparison, entity shops are getting harder to operate. Therefore, in such a severe market environment, it is necessary to improve customer satisfaction through the service process, and then make customers willing to spend in physical stores become a key factor for the organization’s success.This research is based on the consumers of Formosa Watch CO, using the SERVQUAL scale of Parasuraman et al. (1988). We design a questionnaire that is suitable for the service quality of the timepiece industry, and then understand consumers' views on the service quality of Formosa Watch CO. Used Kano Model and Quality Function Deployment to analyze key characteristics, offer the proposal on service quality improvement.
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