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題名 全通路零售多元購買場景之服務品質管理策略—以汽車配件零售業為例
Service Quality Management Strategies for Various Purchasing Scenarios in Omni-channel Retailing Contexts: A Case Study of the Automotive Parts Retail Industry作者 劉千慈
Liu, Chien-Tzu貢獻者 羅明琇<br>白佩玉
Lo, Ming-Shiow<br>Pai, Pei-Yu
劉千慈
Liu, Chien-Tzu關鍵詞 全通路零售
購買場景
跨通路互動
服務品質管理
汽車配件零售業
Omni-Channel Retailing
Purchasing Scenarios
Cross-Channel Interaction
Service Quality Management
Automotive Parts Retail Industry日期 2023 上傳時間 2-Aug-2023 13:31:04 (UTC+8) 摘要 台灣整體零售業的銷售額逐年成長，且隨著消費者購物習慣的改變，越來越多零售業者投入發展全通路模式，以期透過提供多元的購買模式，塑造良好的客戶體驗。然而，隨著購物模式的多元化，業者也面臨跨通路或跨購買場景間的服務品質管理難題。本研究旨在探討零售業者於全通路下多元購買場景之重要服務品質衡量構面與管理策略，並透過個案分析探討台灣汽車配件零售產業於服務品質管理方面的實際做法，以協助全通路業者將資源集中於重要的經營管理活動，有效優化公司的服務品質以提升顧客的消費體驗，發揮全通路的綜效。 本研究以質化方式進行，研究方法包含文獻整理與回顧、半結構性深度訪談與個案研究分析。本研究的主要研究發現如下：首先，在實體通路購買的消費者著重人員的互動與商品品質，適合販售需要服務或專業性較高之商品；而在線上通路購買的消費者則較重視效率，適合販售較簡便或消費者能自行操作之商品。其次，問題解決力、個人化互動、同理心與時效性乃四項跨購買場景皆重要的服務品質管理面向，企業應著力於優化以上重點構面。最後，企業應重視員工教育訓練、善用科技優化效率，並形塑流暢的跨通路購物流程，以打造卓越的服務品質，提升客戶體驗。 本研究在學術方面的貢獻包括整合學術界對全通路架構下四個購買場景（實體通路購買與取貨、線上購買實體通路取貨、實體通路購買寄達指定地點、線上通路購買寄達指定地點）的服務品質管理重點構面之研究，有效推進學界對於「零售業全通路服務品質管理」主題的研究。在實務方面，本研究透過訪談台灣汽車配件零售產業的領導企業作為實務界的研究對象代表，有助於業界經營管理者參考借鏡，持續推動國內零售業的發展與業績增長。
The overall sales of the retail industry in Taiwan have been growing steadily, and with changing consumer shopping habits, an increasing number of retailers are adopting an omni-channel approach to provide diverse purchasing options and enhance customer experience. However, the proliferation of shopping channels poses challenges for service quality management across channels and purchasing scenarios. This study aims to explore the important dimensions of service quality measurement and management strategies for retailers operating in a omni-channel environment. Through a case study analysis of the automotive parts retail industry in Taiwan, the study examines the actual practices of service quality management to assist omni-channel retailers in focusing their resources on critical operational activities, optimizing service quality, and enhancing the customer`s consumption experience, thereby leveraging the synergistic effects of omni-channel retailing. This study employs a qualitative approach, including literature review, semi-structured in-depth interviews, and case study analysis. The key findings of this research are as follows. Firstly, consumers who prefer physical channel purchases emphasize staff interactions and product quality, which are suitable for products requiring service or high expertise. On the other hand, online channel consumers prioritize efficiency and are more inclined towards simple products that can be self-managed. Secondly, problem-solving ability, personal interaction, empathy, and timeliness are important service quality management dimensions across purchasing scenarios, and companies should focus on optimizing these key dimensions. Lastly, companies should prioritize employee education and training, leverage technology to enhance efficiency, and establish smooth cross-channel shopping processes to create excellent service quality and improve customer experience. This research contributes to the academic field by integrating studies on service quality management dimensions for four purchasing scenarios (Traditional Retail, Buy-online-pickup-in-store, Buy-in-store-ship-direct, Buy-online-ship-direct) in the omni-channel framework, thus advancing research on "service quality management in omni-channel retailing" in academia. 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Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-55.Yin, R. K. (1998). The abridged version of case study research: 229-259 (Vol. 2). SAGE Publications.Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). SAGE Publications.Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice (Vol. 115). Marketing Science Institute Cambridge, MA.Zhang, M., Li, Y., Sun, L., & Moustapha, F. A. (2022). Integrated store service quality measurement scale in omni-channel retailing. International Journal of Retail & Distribution Management, 50(7), 839-859. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363012資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363012 資料類型 thesis dc.contributor.advisor 羅明琇<br>白佩玉 zh_TW dc.contributor.advisor Lo, Ming-Shiow<br>Pai, Pei-Yu en_US dc.contributor.author (Authors) 劉千慈 zh_TW dc.contributor.author (Authors) Liu, Chien-Tzu en_US dc.creator (作者) 劉千慈 zh_TW dc.creator (作者) Liu, Chien-Tzu en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Aug-2023 13:31:04 (UTC+8) - dc.date.available 2-Aug-2023 13:31:04 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2023 13:31:04 (UTC+8) - dc.identifier (Other Identifiers) G0110363012 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146425 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 110363012 zh_TW dc.description.abstract (摘要) 台灣整體零售業的銷售額逐年成長，且隨著消費者購物習慣的改變，越來越多零售業者投入發展全通路模式，以期透過提供多元的購買模式，塑造良好的客戶體驗。然而，隨著購物模式的多元化，業者也面臨跨通路或跨購買場景間的服務品質管理難題。本研究旨在探討零售業者於全通路下多元購買場景之重要服務品質衡量構面與管理策略，並透過個案分析探討台灣汽車配件零售產業於服務品質管理方面的實際做法，以協助全通路業者將資源集中於重要的經營管理活動，有效優化公司的服務品質以提升顧客的消費體驗，發揮全通路的綜效。 本研究以質化方式進行，研究方法包含文獻整理與回顧、半結構性深度訪談與個案研究分析。本研究的主要研究發現如下：首先，在實體通路購買的消費者著重人員的互動與商品品質，適合販售需要服務或專業性較高之商品；而在線上通路購買的消費者則較重視效率，適合販售較簡便或消費者能自行操作之商品。其次，問題解決力、個人化互動、同理心與時效性乃四項跨購買場景皆重要的服務品質管理面向，企業應著力於優化以上重點構面。最後，企業應重視員工教育訓練、善用科技優化效率，並形塑流暢的跨通路購物流程，以打造卓越的服務品質，提升客戶體驗。 本研究在學術方面的貢獻包括整合學術界對全通路架構下四個購買場景（實體通路購買與取貨、線上購買實體通路取貨、實體通路購買寄達指定地點、線上通路購買寄達指定地點）的服務品質管理重點構面之研究，有效推進學界對於「零售業全通路服務品質管理」主題的研究。在實務方面，本研究透過訪談台灣汽車配件零售產業的領導企業作為實務界的研究對象代表，有助於業界經營管理者參考借鏡，持續推動國內零售業的發展與業績增長。 zh_TW dc.description.abstract (摘要) The overall sales of the retail industry in Taiwan have been growing steadily, and with changing consumer shopping habits, an increasing number of retailers are adopting an omni-channel approach to provide diverse purchasing options and enhance customer experience. However, the proliferation of shopping channels poses challenges for service quality management across channels and purchasing scenarios. This study aims to explore the important dimensions of service quality measurement and management strategies for retailers operating in a omni-channel environment. Through a case study analysis of the automotive parts retail industry in Taiwan, the study examines the actual practices of service quality management to assist omni-channel retailers in focusing their resources on critical operational activities, optimizing service quality, and enhancing the customer`s consumption experience, thereby leveraging the synergistic effects of omni-channel retailing. This study employs a qualitative approach, including literature review, semi-structured in-depth interviews, and case study analysis. The key findings of this research are as follows. Firstly, consumers who prefer physical channel purchases emphasize staff interactions and product quality, which are suitable for products requiring service or high expertise. On the other hand, online channel consumers prioritize efficiency and are more inclined towards simple products that can be self-managed. Secondly, problem-solving ability, personal interaction, empathy, and timeliness are important service quality management dimensions across purchasing scenarios, and companies should focus on optimizing these key dimensions. Lastly, companies should prioritize employee education and training, leverage technology to enhance efficiency, and establish smooth cross-channel shopping processes to create excellent service quality and improve customer experience. This research contributes to the academic field by integrating studies on service quality management dimensions for four purchasing scenarios (Traditional Retail, Buy-online-pickup-in-store, Buy-in-store-ship-direct, Buy-online-ship-direct) in the omni-channel framework, thus advancing research on "service quality management in omni-channel retailing" in academia. From a practical perspective, this study, through interviews with leading companies in the automotive parts retail industry in Taiwan, serves as a reference for industry practitioners and contributes to the continued development and performance growth of the domestic retail industry. en_US dc.description.tableofcontents 致謝辭 1摘要 2ABSTRACT 3表次 7圖次 8第壹章 緒論 9第一節 研究背景與動機 9第二節 研究目的 10第三節 研究方法與流程 10第貳章 文獻探討 13第一節 全通路零售 13第二節 全通路零售的購買場景 15第三節 全通路零售的服務品質衡量構面 21小結 31第參章 研究方法與流程 34第一節 研究方法與架構 34第二節 研究對象選擇 36第三節 汽車配件零售產業介紹 37第四節 個案分析設計 40第肆章 個案分析 46第一節 個案公司簡介 46第二節 個案公司全通路發展現況 48第三節 個案公司全通路購買場景服務品質管理策略 49第四節 汽車配件零售業之服務品質管理挑戰與解決方案 59第伍章 結論與建議 62第一節 研究發現 62第二節 管理建議 66第三節 研究貢獻 67第四節 研究限制 68參考文獻 70 zh_TW dc.format.extent 4880274 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363012 en_US dc.subject (關鍵詞) 全通路零售 zh_TW dc.subject (關鍵詞) 購買場景 zh_TW dc.subject (關鍵詞) 跨通路互動 zh_TW dc.subject (關鍵詞) 服務品質管理 zh_TW dc.subject (關鍵詞) 汽車配件零售業 zh_TW dc.subject (關鍵詞) Omni-Channel Retailing en_US dc.subject (關鍵詞) Purchasing Scenarios en_US dc.subject (關鍵詞) Cross-Channel Interaction en_US dc.subject (關鍵詞) Service Quality Management en_US dc.subject (關鍵詞) Automotive Parts Retail Industry en_US dc.title (題名) 全通路零售多元購買場景之服務品質管理策略—以汽車配件零售業為例 zh_TW dc.title (題名) Service Quality Management Strategies for Various Purchasing Scenarios in Omni-channel Retailing Contexts: A Case Study of the Automotive Parts Retail Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) CARNEWS，2013。全台車麗屋提供eTag全方位服務。https://m-used.carnews.com.tw/news/820。搜尋日期：2023年5月26日。Gomaji，2023。車麗屋汽車百貨。https://www.gomaji.com/store/25675/pid/56026。搜尋日期：2023年6月7日。Momo，2023。車麗屋汽車百貨品牌專頁。https://www.momoshop.com.tw/category/LgrpCategory.jsp?l_code=2162200000。搜尋日期：2023年6月7日。交通部公路總局，2023。機動車輛登記數統計。https://data.gov.tw/dataset/14208。搜尋日期：2023年5月25日。陳昺麟，2001。社會科學質化研究之紮根理論實施程序及實例之介紹。勤益學報，第十九期：327-342。陳盈璇，2023a。汽車通路業景氣動態報告。台灣經濟研究院產經資料庫。38155。搜尋日期：2023年5月23日。陳盈璇，2023b。汽車零件及車體製造業景氣動態報告。台灣經濟研究院產經資料庫。38300。搜尋日期：2023年5月23日。黃泓瑜，2017。車麗屋從無到有打造一站式服務，更導SAP強化財務要前進中國，ITHome。https://www.ithome.com.tw/people/113225。搜尋日期：2023年6月1日。劉妃芳，2015。台灣汽車售後維修市場發展之研究。逢甲大學經營管理碩士在職專班論文。劉曉飛，2008。教育研究方法的新取向——質的研究方法的評析。荆門職業技術學院學報，第十期：57-59。Akter, S., Hossain, M. 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