| 摘要註: |
近年來隨著宅經濟的興起，各種生活事業、電子商務和網路購物的需求乃蓬勃發展，使得宅配業的市場前景蒸蒸日上。宅配業能使得顧客在消費之後得以享受立即、便捷與快速的到府服務，縮短顧客的購物距離與購物時間。因此，宅配業將成為我國服務業發展的重要產業之一。 本研究以宅配業為例，經由調查顧客對於各項宅配服務品質需求的重要度和績效度，並採用重要度－績效度分析(IPA)、品質機能展開(QFD)及資料包絡分析(DEA)之系統性分析工具，建構一套兼具顧客導向與資源優排的宅配服務系統設計。首先，經由IPA分析來辨識品質需求項目位於哪一象限，以提供給宅配業者針對現行服務系統進行資源調整的重要參考。其次，經由因素分析方法萃取出宅配服務品質五大構面為可靠性、便利性、反應性、專業性、有形性。接著，應用品質機能展開之系統性設計工具，將宅配服務品質需求轉換成宅配服務系統功能特性，並經由QFD的展開計算來確認這些服務系統功能特性的相對重要度。最後，利用DEA的計算分析以確認資源配置情形，作為服務系統設計/再設計之資源投入優先次序的依據。 經由IPA分析結果發現，位於資源過度投入區的顧客需求項目共有三項，包括「業者有良好的信譽、形象、知名度」、「透過網路或電話語音要求配送及查詢包裹配送情形」、「宅配業者提供多溫層之配送選擇」；而位於優先改善區的顧客需求項目共有五項，包括「宅配業者能夠迅速處理交件上所發生之錯誤」、「宅配業者能承擔包裹遺失或損壞之賠償」、「影響顧客權益的事情發生時，宅配業者能清楚地將訊息傳達給顧客知道」、「宅配業者能夠迅速且正確的反應顧客的問題」及「配送延誤時能夠立即反應給顧客知道」。而透過QFD展開計算顯示，為滿足顧客需求之服務系統特性相對重要度前五名依序為「保證送達」、「配送到家」、「指定時段」、「全年無休」及「快速送達」。最後，運用DEA的運算結果顯示，相對效率值較高之決策單位為「快速收件」、「保證送達」、「配送到家」、「指定時段」及「代收貨款」；亦即，在同時考量顧客服務品質需求以及各服務系統特性之相對成本和相對困難度，發現上述這五項服務系統特性具有較高之相對重要度，因此，這五項服務系統特性應獲得較高之資源優排次序。如此，一方面可以確保顧客服務品質需求的有效改善，同時又能以最精實的資源優排來滿足顧客的需求。 With the evolution of home-economy, demands for various life industries, electronic commerce, and web-purchasing has been growing rapidly. This consuming trend leads the vigorous development of home-delivery industry and its importance role in Taiwan’s service industries.This paper aims to explore a customer-oriented and resource-prioritized design for home-delivery service system by adopting the approaches of Importance-Performance Analysis (IPA), factor analysis, Quality Function Deployment (QFD), and Data Envelopment Analysis (DEA). The paper, firstly, applies the IPA analysis to identify those which are advantageous and niche requirements of the service quality, which requirements need immediate improvement, which requirements are possible overkill, and which requirements have low improvement priority. This would provide an opportunity for the home-delivery company to appropriately allocate its corporate resources for improving the current service system. In addition, the factor analysis is adopted to extract five dimensions of the home-delivery service quality. Those are reliability, convenience, responsiveness, professional, and tangibles. Then, the QFD is applied to transfer the customer requirements of service quality into the service system characteristics of the home-delivery; and throughout the QFD deployment, the relative importance of each service system characteristic will be computed. Finally, utilizing the DEA to confirm and prioritize the corporate resources for the service system design/redesign. Results of the research are summarized below:1. The IPA shows that three of the customer requirements fall on the zone of 「Possible Overkill」, those are “home-delivery industry has a good reputation, image, reputation”, “Via the internet or telephone inquire the condition of the parcel’s delivery” and “home-delivery industry provide multi-layer distribution of temperature selection.” And Five of the customer requirements fall on the zone of 「Concentration Here」, those are “home-delivery industry could handle immediately the error occurred on the submission”, “home-delivery industry are able to take compensation for parcel loss or damage”, “home-delivery industry are able to clearly covey the customer related information to customers”, “home-delivery industry can respond to customers’ problem quickly and currently” and “when delivery is delayed, home-delivery industry can inform to customer immediately.”2. The QFD shows that the top five relative importance of service system characteristics are “guaranteed delivery”, “specified period of time”, “open year round” and “fast delivery.”3. The DEA shows that the high relative importance of the service system characteristics are “fast to get parcel”, “delivery to home”, “specified period of time” and “collection of money” by considering the given customer requirements as the output variables as well as the cost and the difficulty of implementing each of the service system characteristics as the input variables.The proposed approach could not only ensure effective improvements of customer quality requirements, it could also enhance customer satisfaction of service quality by leanly prioritizing the corporate resources. |