有機食品連鎖商店對其第三方物流服務品質及滿意度分析－以A有機食品連鎖商店為例

Abstract

本研究主要目的在於探討「有機食品連鎖商店對其第三方物流服務品質與滿意度分析」，針對有機連鎖食品商店對於3PL提供的服務品質之期望與實際知覺間的差距，利用Parazuraman, Zeithaml & Berry三位學者所提出之服務品質模式及其他專家學者實證研究出之第三方物流服務品質問項進行修正以衡量服務品質六大構面：正確與迅速、可靠性、關懷性、專業性、信賴性及有形性並瞭解服務品質與滿意度之關係，進而提升有機食品連鎖商店對其3PL服務品質的滿意程度，做為該3PL改善物流作業的依據及其他3PL跨足此種零售型態物流業務的建議。 本研究透過文獻探討的方式，利用服務品質六項構面進行調查，並以台灣A有機食品連鎖商店為研究對象。研究結果顯示，連鎖商店對於3PL提供服務之期望與知覺有顯者之差距，以「關懷性」差距最大。連鎖商店在主要期望項目及擁有最高知覺均為「商品進貨數量及品項保持正確」。在公司及個人統計變數與顧客滿意度差異分析中，並無顯著差異。 經由實證研究結果顯示，物流服務品質可分為六個因素構面，並以此為衡量構面來探討差異分析，且可以查檢出既有服務品質的缺口，消弭顧客期望與知覺間的差距，而提升滿意度並提供給物流業者之參考，進而提昇其競爭優勢。

關鍵字：連鎖商店、第三方物流、服務品質、PZB模式、顧客滿意度

The main purpose of this study is to investigate service quality and satisfaction of the 3PL toward organic food chain store via the gap between expectation and actual perception toward service quality provide by 3PL. Service quality model are proposed by three scholars, Parasuraman, Zeithaml, and Berry are applied. Then use another scholar proposed logistics service quality to find out the six dimensions to measure service quality include accuracy and rapid, reliability, empathy, professional, credibility, and tangible.In order to understand relationship between service quality and customer satisfaction. To enhance the satisfaction level of the organic food chain store toward 3PL’s service quality to improve as the 3PL logistics operations basis and recommend other 3PL branched out into such retail types logistics business.

This study through literature review used five dimension of the service quality to designed questionnaire and surveyed A organic food chain store in Taiwan. The survey indicated the significant gap between expectation and actual perception of chain store in each dimension toward service quality provide by 3PL, especially in the dimension of empathy. Chain store mainly expected and perceived are also “keep item and quantity right while replenishment.” From variance analysis of different demographical statistic variables and customer satisfaction has no significant gap.

Based on this empirical result, logistics service quality can divide on six factor dimensions. According these six dimensions to evaluate the gap between expectation and perception can decrease the gap between expectation and actual perception. The conclusions can improve customer satisfaction and promote the competitive advantage.

Keywords: Chain Store, 3PL, Service Quality, PZB model, Customer Satisfaction