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系統識別號 U0026-0503201100023400
論文名稱(中文) 服務品質之改善-以台灣某一空調製造商業務部門為例
論文名稱(英文) Improving Service Quality in the Sales Department of an Air Conditioning Manufacturer in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 99
學期 1
出版年 100
研究生(中文) 羅心怡
研究生(英文) Hsin-Yi Lo
電子信箱 cindy.thesis@gmail.com
學號 RA797414
學位類別 碩士
語文別 英文
論文頁數 141頁
口試委員 召集委員-黃國平
指導教授-潘浙楠
口試委員-陳正忠
口試委員-鄭至甫
中文關鍵字 鍵績效指標  六標準差  PZB模型  要因分析  失效模式與影響分析 
英文關鍵字 Key Performance Indicators (KPIs)  Six Sigma  Parasuraman-Zeithaml-Berry(PZB)Gap Model  Cause-and-Effect Analysis  Failure Mode and Effects Analysis(FMEA) 
學科別分類
中文摘要 在台灣,空調產業已發展超過100年,然而,未有有關改善台灣空調產業服務品質之深入研究。本研究以改善台灣某一空調製造商(S公司)業務部門服務品質為例,以做為後續相關研究參考。我們先找出影響該部門服務品質之關鍵績效指標,之後再以六標準差方法改善服務品質,也藉由要因分析、失效模式與影響分析找出影響服務品質之根本原因與前三項需優先改善之項目。
藉由PZB模型,分析結果顯示服務品質缺口五存在S公司之業務部門,缺口五的關鍵績效指標值偏低(KPI值小於或等於0.2),起因於某些極端客戶感受到S公司業務部門提供的服務水準遠低於他們期望的服務水準。此外,服務品質缺口三主要來自S公司商用空調業務部門主管制定出的服務品質標準與其第一線服務同仁實際執行績效之差距。
利用關鍵績效指標(KPI)、六標準差方法、品質管理手法,我們已找出在服務提供者與服務接收者間,其服務品質缺口之根本原因,並提供改善服務品質之有效方法,可做為後續相關產業服務品質改善之研究參考。

英文摘要 The AC industry has developed over the last 100 years in Taiwan. However, a detailed study of service quality improvement of Taiwan’s AC manufacturers has not previously been performed. The purpose of this research is to improve service quality in the sales departments of AC manufacturers in Taiwan by using S Company as an example. We first determine the key performance indicators (KPIs) that affect service quality in the sales department of a single AC manufacturer. Then, the Six Sigma methodology and associated approach (define (D), measure (M), analyze (A), improve (I) and control (C)) are applied in the selected department to improve the service performance. The concepts of cause-and-effect analysis and failure mode and effects analysis (FMEA) are also employed to further identify the root causes and determine the priorities for improving the top three service quality issues identified.
Utilizing the Parasuraman-Zeithaml-Berry Model, our statistical data analysis results indicate that Gap 5 existed in the sales department of the selected AC manufacturer. Moreover, the low KPIs of Gap 5 (the KPI values were less or equal to 0.2) were mainly caused by some extreme customers that perceived the service quality levels to be far lower than their expected levels. In addition, Gap 3 was found to be mainly due to the gap between service quality specifications made by the company’s managers and the actual service delivery performed by its front-line service employees.
By using the new KPI approach, the Six Sigma DMAIC approach, and quality management techniques, we have determined the root causes of existing service quality gaps from both service receivers’ and providers’ perspectives, and our proposed methodology demonstrated in what ways the service quality of the selected AC manufacturer can be effectively improved. It is expected that this research can serve as a useful reference for future service quality improvement studies conducted in similar enterprises.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES XII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 2
1.3 Research Objectives. 2
1.4 Research Scope and Limitation. 3
1.5 Research Flow Chart. 3
CHAPTER TWO LITERATURE REVIEW 4
2.1 Definition and Characteristic of Service Quality. 4
2.2 Service Quality Assessment. 6
2.2.1 The PZB Model of Service Quality and Its Extended Model. 6
2.2.2 Other Service Quality Gaps Models. 14
2.2.3 The SERVQUAL Scale. 17
2.3 The Effect of Service Quality on Sales Performance. 18
2.4 Six Sigma Approach. 20
2.5 Service Quality Improvement at a Commercial AC Manufacturer in Taiwan. 21
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Research Design and Process. 24
3.2 Questionnaire and Sampling Design. 26
3.2.1 Questionnaire Design for Measuring the Service-Receiver Gap (Gap 5). 28
3.2.2 Questionnaire Design for Measuring Service-Provider Gaps. 30
3.3 Data Analysis. 34
3.3.1 Statistical Analysis. 34
3.3.2 Six Sigma Analysis. 38
CHAPTER FOUR RESEARCH RESULTS 40
4.1 Statistical Analysis. 41
4.1.1 Demographic Analysis. 41
4.1.2 Reliability Test. 43
4.1.3 Analyses of Service Quality Gaps. 44
4.2 Improving Service Quality by Using Six Sigma’s DMAIC Process and Techniques. 60
4.2.1 Define the Problem (Define, D). 60
4.2.2 Measure and Collect Relevant Data (Measure, M). 62
4.2.3 Analyze the Data (Analysis, A). 63
4.2.4 Improvement Strategy (Improve, I). 68
4.2.5 Tracking and Control (Control, C). 69
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 71
5.1 Summary of Statistical Data Analyses Results. 71
5.1.1 Demographic Analysis. 71
5.1.2 Gap Analyses. 71
5.1.3 Other Findings. 72
5.2 Summary of Six Sigma DMAIC Analyses. 73
5.3 Research Contributions. 74
5.4 Limitations and Future Research. 74
REFERENCES 76
APPENDICES 80
Appendix 1: Questionnaire for Consumers 80
Appendix 2: Questionnaire for Managers 89
Appendix 3: Questionnaire for Front-line Service Personnel 101
Appendix 4: Distributor Customers’ Demographic Information Analysis 114
Appendix 5: Managers’ Demographic Information Analysis 125
Appendix 6: Front-line Service Personnel’s Personal Information Analysis 131
Appendix 7: Questionnaire Survey for Nominal Group Technique (NGT) 138
Appendix 8: Questionnaire Survey for Failure Mode and Effect Analysis (FMEA) 140
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