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題名：多面向服務優化之探討
作者：林千鈴
作者(外文)：Lin, Chien-Lin
校院名稱：中華大學
系所名稱：科技管理博士學位學程
指導教授：蔡明春
學位類別：博士
出版日期：2012
主題關鍵詞：服務品質；重要績效缺口分析；服務三角形；決策實驗室分析法；品質機能展開；餐旅管理；Service Quality；IPGA；Service Triangle；DEMATEL；QFD；Hospitality Management
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摘要
服務品質是影響顧客滿意度及提升企業經營績效之關鍵因素，面對日益競爭的產業及資源有限的環境下，服務品質的提升已儼然成為企業邁向成功不可或缺之競爭力。從服務品質相關文獻中得知，為了要保持競爭能力及維持企業永續經營，有兩項主要議題為學者專家所關注的焦點:其一為人員因素在服務傳遞中所扮演的角色，其二，從資源基礎理論觀點，企業難以全面迎合不同顧客的需求，因此在決策過程中必須將決策者的管理經驗與判斷納入，藉以獲取長期的競爭優勢。因此，本研究「多面向服務優化之探討」的主要目的是以改善服務品質為主軸，發展多面向服務優化模式，首先以重要績效缺口分析為基礎找出服務品質缺失因子，再分別針對企業不同的需求發展兩項模式: 第一個模式乃就員工、管理者、與顧客的角度，運用重要績效缺口分析，服務三角形理論以及缺口理論提出二階段服務品質策略模式，藉以確認服務品質關鍵因子並找出其根源，讓管理者可以對症下藥，達到服務優化的最大效益。另外，根據資源基礎觀點，決策者的管理經驗與判斷是公司重要的關鍵資源，因此本研究第二個模式運用重要績效缺口分析，決策實驗室分析法及品質機能展開發展三階段服務品質改善策略模式，以顧客的需求為基準，結合管理者的專業觀點，在有限的資源考量下，運用品質因子之間的關聯性及影響強度找出核心因子，進而規劃改善品質策略。
為了證明多面向服務優化模式之可行性，本研究分別針對國際觀光旅館餐飲業及大專院校觀光餐旅休閒系所進行實證分析。首先針對隸屬於三家國際觀光旅館中之九家餐廳之顧客、第一線員工及管理者為研究對象，取得有效問卷共802份。以二階段服務品質策略模式進行實證分析，由研究結果發現，此二階段服務品質策略模式確實可以幫助管理者確認服務品質關鍵因子，建議管理者改善服務品質之優先順序，更進一步找出服務缺失背後真正的原因，對症下藥，讓管理者可以有效運用有限的資源達到服務優化的最大效益。另外本研究以五所大專院校之觀光餐旅休閒系所之學生為研究對象，取得有效問卷共786份，以三階段服務品質改善策略模式探討高等教育觀光餐旅休閒管理相關學系教育服務品質之關鍵因素，由實證研究結果發現，由第一階段IPGA 分析出在教育服務品質28個因子中有12個因子坐落在需加強改善區，第二階段由教育學者專家認知為主的決策實驗室分析法分析，在亟待加強改善的12個因子中找出四項最關鍵因子。最後透過品質機能展開發展出六項服務改善策略及其優先次序，提供教育學者專家做為規劃改善高等教育服務品質之參考。
為了提升服務品質管理績效以達到服務品質優化的目標，本研究以改善服務品質策略為主軸發展兩項服務品質改善策略模式，並透過國際觀光旅館餐飲業及高等教育服務品質之實證分析，證明此兩項研究模式之可行性，期能提供後續研究者及相關服務業進行服務品質管理之參考。
關鍵字: 服務品質、重要績效缺口分析、服務三角形、決策實驗室分析法、品質機能展開、餐旅管理
Abstract
Service quality is a crucial factor affecting customer satisfaction and business performance. In the face of ever intense competition and limited resources, companies are seeking every possible way to boost their service quality in order to top the competitors. To management and researchers alike, it has become a primary concern as to how they can accurately uncover deficient service quality attributes, identify the real causes behind them, and, accordingly, lay out effective strategies to maximize resources for service excellence. As shown in service quality related literature, there are two main issues concerning about how organizations can maintain a sustainable competitive advantage. Many researchers argued that the human element has played a key role in the delivery of superior service (Guillet et al., 2012; Qu &; Sit, 2007). On the other hand, given a firm’s limited resources, whether the decision maker can find critical service attributes having the greatest influences on improving service quality, and effectively develop improvement strategies have also become another key issue (Stan et al., 2007; Tsai et al., 2011).
The purpose of this study is thus to develop a multi-facet service excellence model, including two sub-models aiming at firstly identifying the root causes behind the defective service attributes, and secondly, finding the crucial attributes having the greatest influence on improving service by integrating management expertise and formulating effective improvement strategies. In this particular model, differences of customers’ expectations and perceptions on service attributes are first presented by the IPGA model to single out the attributes needing improvement, and list their order of priority. The first sub-model, a two-phased strategic service quality model, takes account of human element including customers’, frontline employees’, and management’s viewpoints, and applies importance-performance gap analysis (IPGA), the Service Triangle, and the Gaps Model from PZB in order to identify core service attributes and decide the root causes behind them so that resources maximization and service excellence can be achieved. With shrinking management resources, it is difficult for firms to meet all customers’ needs with the same level of completeness (Ba &; Johansson, 2008; Tsai et al., 2011). Thus, top management’s experience and judgment, which have been regarded as the crucial resources in a firm, have to be included in the decision-making processes to gain the long-term advantage (Cacioppe et al., 2008; Tsai et al., 2011) Therefore, the second sub-model, a three-tiered service quality improvement strategies model, focusing on finding critical factors having the greatest influences on improving service quality in a market environment with limited resources, was developed by integrating IPGA, Decision Making Trial and Evaluation Laboratory (DEMATEL) and Quality Function Deployment (QFD). This decision-making model can serve as a guideline for the service industry to develop more adequate quality improvement strategies, and improve resources allocation efficiency.
In order to substantiate the above two models, the thesis conducted separate empirical analyses on restaurants of international hotels, and hospitality, tourism, and leisure programs (HTLPs) of higher education. In the first study, customers, frontline employees, and managers of 9 restaurants from 3 international hotels were surveyed, resulting 802 valid questionnaires. The empirical findings showed that the two-phased strategic service quality model was functional for helping the management secure critical service quality attributes, decide the priority order of service quality improvement, and verify actual causes of service deficiencies to make the best use of limited resources, and enjoy the fruits of service quality improvement. In the second study, students of HTLPs from 5 colleges and universities were surveyed, resulting 786 valid questionnaires. The three-tiered service quality improvement model found that, in the 1st phase, the IPGA analysis showed 12 service quality attributes were in the area of “Concentrate here;” in the 2nd phase, out of the 12 attributes, four main cause attributes were found with the DEMATEL analysis featuring the expertise of educational academics and experts; in the 3rd phase, 6 service improvement strategies were then developed based on the QFD analysis.
In order to enhance service quality and eventually attain service excellence, the thesis revolves around service quality improvement strategies resulting in two service quality improvement models, the functionality of which were substantiated by the empirical analyses. It is hoped that the findings in this thesis will provide a foundation of service quality management for future studies and service-related operators.
Key words: Service Quality, IPGA, Service Triangle, DEMATEL, QFD, Hospitality Management
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