服務品質滿意度模型之建構與驗證- 以台灣美容產業為例_

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題名：	服務品質滿意度模型之建構與驗證- 以台灣美容產業為例
作者：	楊錦惠
作者(外文)：	YANG,CHIN-HUI
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：	李友錚
學位類別：	博士
出版日期：	2017
主題關鍵詞：	服務品質；美容行業；Refined Kano模式；影響範圍績效分析；結構方程模式；service quality；cosmetic industry；refined Kano model；impact range performance analysis (IRPA)；structural equation modeling (SEM)
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:3

近年來，隨著國民所得與生活水準的提升，經濟發展已由製造業型態轉換成以服務業為導向的經營模式，美容服務業的數量也隨之迅速的增加。台灣在經濟發展過程中亦同其他已開發國家，服務業的產值已明顯超過製造業。近年來台灣美容服務業的數量仍在迅速提升，隨著國民所得與生活水準的提升，消費者對於美容行業消費更重視服務的感受，美容過程中的服務品質更重要不言可喻。因此，如何有效辨識服務品質關鍵缺失項目，並提出具體改善策略，藉由提升顧客滿意度以維持競爭力。
本研究主要目的建立美容行業服務品質之優化改進優先順序，研究過程分成三階段，在第一階段中，首先將Refined Kano Model(RKM)來衡量品質屬性，並針對影響範圍績效分析( IRPA)之缺失提出改善圓形排序(Circle Priority Method,CPM)方法，以期得到美容護理行業的服務品質優先改善順序之合理性。在第二階段，則以鑽石模式理論為基礎架構，將服務品質量表重新解構並對應至任務、人員、技術與組織結構四大構面，形成理論模式。最後第三階段則是透過結構方程模式(SEM)進行模式之實證分析，並了解品質屬性間之關聯性，作為設計改善方案之基礎。
研究結果顯示，本研究所提之CPM排序法確實可與RKM結合，而得到合理可行之改善順序。更進一步的，藉由SEM的分析結果所驗證之理論模型與CPM建議之改善順序搭配後所設計之具體改善方案，將可提供美容產業經營者於改善顧客整體滿意度時策略發展之參考。
關鍵字：服務品質、美容行業、Refined Kano模式、影響範圍績效分析、結構方程模式

以文找文

Following improvements in gross domestic product (GDP) and living standards in recent years, the Taiwanese economy has transformed from a manufacturing industry-oriented economy to one that is service industry-oriented. Concurrently, the number of cosmetic services providers has increased drastically. Similar to other developed countries, the output value of Taiwan’s service industry has substantially exceeded that of the manufacturing industry. Over the past few years, the number of cosmetic services shops in Taiwan has increased considerably. As GDP and living standards rise, consumers pay more attention to the quality of cosmetic services, making service quality markedly critical. Therefore, effectively identifying key areas with poor service quality and put forward specific improvement strategies can help companies enhance customer satisfaction and maintain competitiveness.
This study focused on determining the order with which to optimize cosmetic industry service quality. The study process was divided into three stages. For the first stage, a refined Kano model (RKM) was used to measure quality attributes. In addition, an impact range performance analysis was utilized to identify areas of improvement, on the basis of which a circle priority method (CPM) was employed to determine the validity of the order in which cosmetic industry services were to be improved. For the second stage, the diamond model theory was adopted to deconstruct a service quality scale into four dimensions (i.e., mission, personnel, technology, and organizational structure), according to which a theoretical model was developed. The third stage involved using structural equation modeling (SEM) to perform an empirical analysis of the model and understand the correlation between the quality attributes, which served as the basis of designing improvement plans.
The study results showed that the CPM introduced in this study can be combined with the RKM to generate a reasonable and feasible order of improvement. By integrating the theoretical model verified using SEM to the order of improvement recommended by the CPM, specific improvement plans can be devised. These plans can help the cosmetic industry develop strategies when attempting to improve overall customer satisfaction.
Keywords: service quality, cosmetic industry, refined Kano model, impact range performance analysis (IRPA), structural equation modeling (SEM)

以文找文

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