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題名：服務品質改善真的能帶來獲利？投資改善服務品質之報酬率的評估
書刊名：品質學報
作者：呂堂榮／任維廉 引用關係／郭又菁
作者(外文)：Lu, Tim／Jen, William／Kuo, Yu-ching
出版日期：2013
卷期：20:6
頁次：頁571-598
主題關鍵詞：服務品質；顧客滿意度；品質報酬；Service quality；Customer satisfaction；Return on quality
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:0
  • 點閱點閱:31
許多文獻指出企業藉由提升服務品質可增加顧客滿意度、再購意願，並進而轉化為企業的獲利，然許多個案研究顯示，企業投入過多的資源於服務品質的改善，反而讓企業陷入財務危機。本研究認為由於服務品質具有多重屬性與無形性的特徵，導致過去較少研究探討提升服務品質與獲利能力的關係，以及管理者難以衡量改善服務品質所帶來的效益。為解決多重屬性的問題，本研究先以重要度與績效分析，並考慮企業的營運策略，分別找出優先需要改善的服務品質項目：滿意驅動因子與愉悅驅動因子，並擬定改善計畫。其次，再應用服務品質報酬模式評估兩個改善方案的獲利能力。本研究進一步比較改善前後顧客滿意度的變化，以瞭解改善方案的有效性。本研究以A國道客運公司為例，同時收集該公司顧客滿意度，與服務品質投資的相關資料，進行相關的分析。分析結果顯示，A公司的滿意驅動因子為「候車站設施與空間的裝潢設計」，而愉悅驅動因子為「車內的個人視訊娛樂系統」，雖然兩個改善方案皆能改善乘客的滿意度，但服務品質報酬的分析結果建議，只有愉悅驅動因子的改善方案，才可以有獲利性。
Many studies found that enterprises can increase customer satisfaction, repurchase intentions and profits by improving service quality. However, many case studies showed that enterprises fall into financial crisis from investing too many resources in improving service quality. Because service quality have multi-attributions and intangible characteristic, little studies have discuss the relationship between service quality improvement and profitable capability. Furthermore, it also makes managers hardly to estimate the benefit from improving service quality. First, in order to solve the multi-attributions problem, this study used Importance-performance analysis to find out prior service quality improvement items: a satisfaction drive factor and a delighted drive factor. And managers drafted the improvable programs for each factors. Secondly, this study applied Return on Quality Model to estimate the profitability of each programs. Finally, we evaluated the effectiveness of each programs by comparing the satisfaction, before and after the service quality items are improved. This study took A coach company as a case, and investigated the passenger satisfaction data, and improving programs information simultaneously. According to the results, the satisfaction drive factor is ”waits station facility and decoration of the space and designs,” and the delighted drive factor is ”the personal video-information amusement system in the car.” Both the two programs can increase passenger satisfaction. However, the return on service quality analysis suggested that only improving the delighted drive factor is profitable.
期刊論文
1.Tzeng, G. H.、Chang, H. F.(2011)。Applying importance-performance analysis as a service quality measure in food service industry。Journal of Technology Management and Innovation，6(3)，106-114。  new window
2.Aksoy, L.、Cooil, B.、Groening, C.、Keiningham, T. L.、Yalçin, A.(2008)。The long-term stock market valuation of customer satisfaction。Journal of Marketing，72(4)，105-122。  new window
3.Bemowski, K.(1991)。Big Q at big blue。Quality Progress，24(5)，17-21。  new window
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6.Gronroos, C.、Helle, P.(2012)。Return on relationships: conceptual understanding and measurement of mutual gains from relational business engagements。Journal of Business & Industrial Marketing，27(5)，344-359。  new window
7.Hsu, H. H.、Lin, C. F.、Liu, Y. D.(2011)。Determining improvement priorities of public leisure facilities by revised importance-performance analysis。International Journal of Services and Operations Management，8(4)，471-486。  new window
8.Kim, J. W.、Prater, E.(2011)。Service marketing productivity and firm profit: evidence from U.S. domestic airline companies。Service Marketing Quarterly，32(3)，181-198。  new window
9.Miranda, F. J.、Chamorro, A.、Murillo, L. R.、Vega, J.(2010)。An importance-performance analysis of primary health care services: managers vs. patient perceptions。Journal of Service Science and Management，3(2)，227-234。  new window
10.Mishra, S.、Mishre, M.(2011)。Current industry approaches toward marketing ROI an empirical study。European Journal of Business and Management，3(6)，86-100。  new window
11.Ngobo, P. V.(1999)。Decreasing return in customer loyalty dose it really matter to delight the customers?。Advance in Consumer Research，26(1)，469-476。  new window
12.Rosenbaum, M. S.、Wong, I. A.(2009)。Modeling customer equity, SERVQUAL, and ethnocentrism: a Vietnamese case study。Journal of Service Management，20(5)，544-560。  new window
13.Rust, R. T.、Keiningham, T.、Clemens, S.、Zahorik, A.(1999)。Return on quality at chase Manhattan bank。Interfaces，29(2)，62-72。  new window
14.Sampson, S. E.、Showalter, M. J.(1999)。The importance-performance response function: observation and implications。The Service Industries Journal，19(3)，1-25。  new window
15.Stewart, D. W.(2009)。Marketing accountability: linking marketing actions to financial results。Journal of Business Research，62(2)，636-643。  new window
16.Streukens, S.、Van Hoesel, S.、De Ruyter, K.(2011)。Return on marketing investment in B2B customer relationships: a decision-making and optimization approach。Industrial Marketing Management，40(1)，149-161。  new window
17.Vonderembse, M. A.(1995)。Return on quality: measuring the financial impact of your company’s quest for quality。Interfaces，24(6)，124-125。  new window
18.Wiesendanger, B.(1993)。Deming’s luster dims at Florida power & light。Journal of Business Strategy，14(5)，60-61。  new window
19.Graver, M. S.(2003)。Best Practices in Identifying Customer-Driven Improvement Opportunities。Industrial Marketing Management，32(6)，455-466。  new window
20.黃昱凱、郭奕妏、徐世偉(20090600)。Applying Importance: Performance Analysis to Evaluate Logistics Service Quality for Online Shopping among Retailing Delivery。International Journal of Electronic Business Management，7(2)，128-136。  new window
21.Taplin, Ross H.(2012)。Competitive importance-performance analysis of an Australian wildlife park。Tourism Management，33(1)，29-37。  new window
22.Wirtz, Jochen、Bateson, John E. G.(1995)。An experimental investigation of halo effects in satisfaction measures of service attributes。International Journal of Service Industry Management，6(3)，84-102。  new window
23.Tsai, W. H.、Hsu, W.、Lin, T. W.(2011)。New financial service development for banks in Taiwan based on customer needs and expectations。The Service Industries Journal，31(2)，215-236。  new window
24.Matzler, K.、Hinterhuber, H. H.、Bailom, F.、Sauerwein, E.(1996)。How to Delight Your Customers。Journal of Product and Brand Management，5(2)，6-18。  new window
25.Johnston, Robert(1995)。The Determinants of Service Quality: Satisfiers and Dissatisfiers。International Journal of Service Industry Management，6(5)，53-71。  new window
26.Martilla, John A.、James, John C.(1997)。Importance-Performance Analysis。Journal of Marketing，41(1)，77-79。  new window
27.Williams, P.、Naumann, E.(2011)。Customer satisfaction and business performance: a firm-level analysis。Journal of Services Marketing，25(1)，20-32。  new window
28.Matzler, Kurt、Sauerwein, Elmar、Heischmidt, Kenneth A.(2003)。Importance-performance Analysis Revisited: The Role of the Factor Structure of Customer Satisfaction。The Service Industries Journal，23(2)，112-129。  new window
29.Homburg, Christian、Koschate, Nicole、Hoyer, Wayne D.(2005)。Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay。Journal of Marketing，69(2)，84-96。  new window
30.Rust, Roland T.、Zahorik, Anthony J.、Keiningham, Timothy L.(1995)。Return on quality ROQ: Making service quality financially accountable。Journal of Marketing，59(2)，58-70。  new window
31.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
32.Müller, Wolfgang(1991)。Gaining competitive advantage through customer satisfaction。European Management Journal，9(2)，201-211。  new window
33.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
34.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
35.Ainin, S.、Hisham, N. H.(2008)。Applying Importance-Performance Analysis to Information Systems: An Exploratory Case Study。Journal of Information, Information Technology, and Organizations，3(2)，94-103。  new window
圖書
1.Rust, R. T.、Zahorik, A. J.、Keiningham, T. L.(1994)。Return on quality: Measuring the financial impact of your company's quest for quality。Chicago, IL：Probus Publishing。  new window
2.Oliver, Richard L.(1997)。Satisfaction: A Behavior Perspective on the Consumer。New York：McGraw-Hill。  new window
3.Myers, James H.(2001)。Measuring Customer Satisfaction: Hot Buttons and Other Measurement Issues。Chicago, IL：American Marketing Association。  new window
4.Gale, Bradley T.、Wood, Robert Chapman(1994)。Managing Customer Value: Creating Quality and Service that Customers Can See。New York：The Free Press。  new window
5.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
圖書論文
1.Zahorik, A. J.、Rust, R. T.、Keiningham, T. L.(2000)。Estimating the return on quality: providing insights into profitable investments in service quality。Handbook of Services Marketing and Management。London：Sage Publications。  new window
2.DeSarbo, W.、Huff, L.、Rolandelli, M. M.、Choi, J.(1994)。On measurement of perceived service quality: a conjoint measurement approach。Service Quality。Thousand Oaks, CA：Sage。  new window
 
 
 
 
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