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以IPA分析越南便利商店服務品質-以胡志明市B’s mart為例 = I...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

以IPA分析越南便利商店服務品質-以胡志明市B’s mart為例 = Importance-Performance Analysis of Service Quality of Vietnam Convenience Store – The Case of B’s mart in Ho Chi Minh City

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Importance-Performance Analysis of Service Quality of Vietnam Convenience Store – The Case of B’s mart in Ho Chi Minh City
作者:	邱芷鈴,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2015[民104]
面頁冊數:	[7], 62面部份彩圖，表 : 30公分;
標題:	越南便利商店
標題:	Importance-Performance Analysis
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/61757799137836685944
附註:	參考書目：面53-54
附註:	104年3月25日公開
摘要註:	隨著越南的經濟開放改革政策，社會逐漸活絡，加上年輕化人口高速成長，增加了很多白地策略機會，而便利商店則為其中的一個重要且不可或缺的發展產業，為商業社會轉型扮演的一個重要的指標。由於越南對WTO的承諾，自2015年起，全外資可以投資買賣業，並允許進行分銷及零售，此一開放將造成國際知名品牌的便利店業者進入市場，並將造成各品牌間互相的競爭，同時也會引發人民消費的興趣。因此，如何吸引更多的消費者或加盟業主的投入，服務品質就是一個極為重要的因素，也是各品牌是否順利的在越南發展的重要關鍵。本研究採用消費者在店外接受問卷調查的方式蒐集資料，以IPA分析來探討越南便利商店的消費者，對便利商店業者所提供的服務品質認知的重要度和滿意度，藉著IPA分析結果，提供業者在服務品質上的經營改善依據，使業者在競爭中能夠脫穎而出。研究結果發現，B's Mart的消費者視為優先改善的項目有主要集中於「有形性」及「可靠性」，此結果和越南的消費習性相近，從另一角度來看，在「反應性」、「保證性」與「關懷性」上，消費者則未有太大反應。在分群的結果中，男性消費者、年齡在35歲以上者及可支配越多者，對服務品質有較寬且多的意見，這部分也相當值得業界參考。 Accompany with Vietnam open market strategy, their economic becoming aggressive and active. The People are young and growth of the population is very high in Vietnam and it creates many opportunities for those Whitespace strategies. Hence, the convenience store business has become a very important and essential industry in Vietnam and it acts as an important index of the business evolvement. According to the commitment to WTO, From Year 2015, Vietnam has to further open their market to allow 100% overseas investors in trading business. It means, the global convenience store chain will soon be entering this market, not only lead to the fierce competition among those players, but also activate the consumption energy of consumers. Therefore, how to attractive more of the consumers as well as more franchisee, the service quality is the most important issue and the key for business development in Vietnam. This study employs questionnaire filled by the customers of the convenience store to collect data and adopted IPA (Importance-Performance Analysis) to find out the importance and performance of the service which provided by the convenience stores. Based on the IPA results, it can provide businesses some strategies and actions to improve their service quality and strengthen their competitive advantages. The results show that the consumers of B’s mart thought that B’s mart should firstly aim to improve “Tangible” and “Reliability”, which is close to Vietnamese consumption behavior. However, the consumers seem not care about “Responsiveness”, “Assurance”, and “Empathy”. Moreover, the results of exploratory analyses show that the Male, those people whose age over 35 and those people who have higher incomes are having more comments on service quality issue. Those results are worthy for the convenience store players to look into and taking appropriate actions.

以IPA分析越南便利商店服務品質-以胡志明市B’s mart為例 = Importance-Performance Analysis of Service Quality of Vietnam Convenience Store – The Case of B’s mart in Ho Chi Minh City
邱, 芷鈴

以IPA分析越南便利商店服務品質-以胡志明市B’s mart為例 = Importance-Performance Analysis of Service Quality of Vietnam Convenience Store – The Case of B’s mart in Ho Chi Minh City / 邱芷鈴撰 - [高雄市] : 撰者, 2015[民104]. - [7], 62面 ; 部份彩圖，表 ; 30公分.
參考書目：面53-54104年3月25日公開.
越南便利商店Importance-Performance Analysis

以IPA分析越南便利商店服務品質-以胡志明市B’s mart為例 = Importance-Performance Analysis of Service Quality of Vietnam Convenience Store – The Case of B’s mart in Ho Chi Minh City
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