服務品質與顧客滿意之外－－品質機能展開技術在餐飲服務業的應用.doc

PAGE  觀光休閒暨餐旅產業永續經營學術研討會 民國92年4月26日，第三集 服務品質與顧客滿意度之外品質機能展開技術在餐飲服務業的應用 Beyond Service Quality and Customer Satisfaction－－An Application of Quality Function Deployment to the Food and Beverage Industry 黃啟揚 林玥秀 游達榮 國立高雄餐旅學院 國立東華大學 私立明道管理學院 餐旅管旅系助理教授 暨遊憩管理研究所副教授 餐旅管理系教授級專業教師兼系主任 Abstract In the last few years, hospitality researchers in Taiwan have witnessed an expeditious progress in the area of research on service quality and customer satisfaction. However, most previous research has focused primarily on customers without equally emphasizing the intra-organizational service generation and delivery process. The current study intends to take both external and internal service management issues and subsequent service innovations into consideration based on the framework of Quality Function Deployment (QFD) . The concept of QFD and its development will be introduced first and then followed by detailed step-by step explanation of its procedures. A hypothetical application in the food and beverage industry has been developed in order to provide a clear illustration for the readers concerning its application and analysis techniques. Questions concerning the reliability and validity issues of QFD are discussed and application in other service related sectors, particularly in the hospitality industry are reviewed. Finally, suggestions and directions for future research are offered with particular emphasis on the restaurant management issues. Key words: Quality Function Deployment; QFD；Customer Satisfaction；Service Procedure；Service Innovation；Service Design；Service Quality。 摘要 近年來，台灣餐旅服務業的研究者，已見證到在服務品質和顧客滿意等研究領域的快速進展。然而過去相關的研究大都著重於顧客本身，卻未給予組織內部間服務的產生和傳送的程序同等重視。本研究根據品質機能開展(Quality function deployment or QFD)之架構，同時將外部顧客需求、內部服務管理事項，以及後續服務方式的改革創新列入考量。文中首先將介紹QFD的概念，並進而對QFD的程序步驟，逐一地詳細加以解釋。為使讀者對QFD之應用與分析的技術方法能清楚地明瞭，本研究針對餐飲業發展出一個假設性的應用模式。本文中對QFD之信度與效度問題以及該模式應用在其他服務業相關領域－特別是餐旅業－亦將一併加以檢討。最後，特別針對餐飲業的經