物流中心跟配送服务品质跟顾客满意度评量（doc 27页）.docVIP

物流中心之配送服務品質與顧客滿意度評量 PAGE 334 PAGE 357 333 物流中心之配送服务质量与顾客满意度评量 -以直销公司为例 The Evaluation of Service Quality and Customer Satisfaction of Distribution center-Direct selling 汤玲郎 康宁 Ling-Lang Tang Ning Kang 摘　要 　　本文以Kano二维质量模式探讨物流中心之配送服务质量与直销商满意度，有别于传统P.Z.B 的期望与实际差异之服务质量模式。本文首先探讨直销公司之物流配送的服务特性，利用Kano二维的分类法设计出调查问卷，然后针对三家不同直销公司，从消费者、直销商及公司员工三个群体进行抽样调查，以调查直销公司物流配送之服务质量特性，并探讨不同群体对服务质量之重视程度与满意程度，是否有显著差异。最后利用质量满意度指针，找出配送服务质量要项中可以增加满意度与减少不满意度的质量要项，以供管理者一种改善服务质量的依据。研究结果发现物流配送服务的归类符合魅力质量、线性质量与当然质量等特性。从不同群体的比较，发现直销商与公司员工对Kano的质量属性看法上的差异，而所重视的质量要项有所不同。在增加满意度的指标中发现最高的三各购面为「配送管理」、「产品发展及可行性」、「售后管理」；而减少不满意指标则为「顾客关系管理」「售后管理」及「库存管理」。物流中心管理者可依这些服务要项的重视程度与满意程度，找出物流配送服务之优缺点，以做为持续改善质量之依据。 关键词：Kano二维质量模式、服务质量、顾客满意度、物流配送 ABSTRACT This paper applies Kano two-dimensional model instead of traditional model of P.Z.B to investigate the service quality of distribution center and the distributors satisfaction. We discuss the service attributes of logistic distribution of the direct selling. Then, Kano two-dimensional method is applied to design the questionnaire. The sample comes from consumers , company’s employees and direct sellers of three different direct selling companies which intends to investigate the quality attributes of distribution,and check any significant difference on the perception and satisfaction among different groups. We use the quality satisfaction indexes to find out the quality attributes that should be enhanced to increase the satisfaction or decrease the dissatisfaction as the reference for improving the service quality. The result indicates that the category of logistic distribution service is divided into the attributes of attractive, one-dimensional and must-be qualities. The perceptions of distributors and employees on quality are different, therefore, their enhanced quality items are different. Distribution management , product development and availa