| Author: | 李智華 Li, Che-wa |
| Title: | 服務品質在零售業之應用以快圖美沖晒店為例 Fu wu pin zhi zai ling shou ye zhi ying yong yi Kuaitumei chong shai dian wei li |
| Degree: | M.B.A. |
| Year: | 2003 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Service Industries -- China -- Hong Kong -- Quality control 快圖美(遠東)有限公司 Fotomax (F.E.) Ltd |
| Department: | Graduate School of Business |
| Pages: | 39, 10 leaves ; 30 cm |
| Language: | Chinese |
| Abstract: | 在經濟結構巨幅變化之際，每家企業均致力於提高營業額，這在逆境中求生存及成長壯大。現在光靠商品的品質及形象已無法創造差別化，如何藉由高品質服務來滿足顧客，也就是<顧客滿意>，就逐漸理所當然地受到重視。企業不僅要提供商品，也應加強服務品質，以獲取顧客滿意，如此才能成為受顧客歡迎及愛戴的企業，在業界中脫穎而出。但由於每位顧客的需求各有不同，其價值觀也不同，對於服務品質的認知有所差異，對同樣的服務品質，有些人感到相當滿意，但有些人卻不能接受，其主要關鍵在於顧客對服務品質認知有所差異而致。本研究以Parasuraman, Zeithaml and Berry (1998) 的5個向度22個項目服務品質SERVQUAL衡量表為基礎，修訂為19項目服務品質問卷，藉著訪問快圖美沖曬店及其競爭對手之顧客而瞭解他們對沖曬行業服務品質的期望，並與之和他們的實際經驗互相比較，從而找出二者在實體性、可靠性、反應性、保證性及關懷性之間的差距。透過分析問卷收集所得的數據，及作出實稀建議，以便快圖美能夠採取有關措施，滿足顧客的期望，藉以吸引他們成為她的忠實顧客，能維持長久而穩固的關係。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b17786915.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.25 MB | Adobe PDF | View/Open |
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