服務業服務品質之研究--以財經雜誌進行服務業評鑑為例

Abstract

過去十餘年來，服務業在台灣的總體經濟活動中，扮演著愈來愈重要的角色。若以服務業創造的產值及就業機會而言，臺灣儼然已經進入服務先進國家之列。然而，若深入分析，我們發現過去企業界、政府部門、甚至於消費者本身對於服務品質的要求都不高，大家對服務水準並沒有自覺，當然也就沒辦法提供好的服務品質。 另一方面，即使服務業者知道服務品質的重要性，如果沒有選擇適當的評量模式與參考依據，往往難以正確衡量自己提供服務的真實水準與問題癥結。 因此，本研究利用神秘客（Mystery shopper）調查方式，結合財經雜誌媒體的議題規劃與執行，進行我國服務業服務品質調查。 本研究係國內首次利用神秘客調查方法針對台灣地區服務業進行大規模的服務品質調查評鑑，相對於以往業者與外界常以「營業額」、「獲利能力」等財務數字評鑑一家服務業的績效，提出另一種相對客觀以「服務及顧客為導向」的評鑑方式，對業者服務品質的管理，有相當高的參考價值。本研究發現，財務指標只能反映服務業的經營績效，無法反映其服務水準，此一觀察當能釐清以往服務業研究與管理上的盲點。 最後，本研究與財經雜誌合作進行實證的模式，對於媒體如何進行大規模的調查評鑑，從議題規劃、方法導入、乃至於神秘客調查作業實務，都有深入的分析說明，可供後續研究與實務參考。

In the past decade, the service industry in Taiwan has begun playing a major role in the country’s overall economic activities. Considering the output value as well as the employment opportunities, Taiwan has now become one of the countries with well-developed services. However, looking more precisely at this issue, we are able to discover that the business, the government agencies as well as consumers in the past did not hold high expectations for service quality; citizens were not aware of the level of service. As a result, good service quality was not found. On the other hand, although the service industry was perceptive of the significance of its quality, standard judgment was not reliable due to the absence of appropriate measuring method and reference benchmarks in the field. This study puts the mystery shopper to good account; it combines topics planning and execution deriving from the business and financial professional journal. The study implements survey and assessment of service quality in the Taiwanese service industry. This study serves as the initial large-scale “mystery shopper” survey of service quality in Taiwanese service industry. Compare with the past survey of business sales volume and profitability conducted by the business and financial magazines, this new approach is more objective. It addresses a criticism of service and customer-oriented analysis, offering reference to businesses and related operations. The study has observed that financial indices reflect exclusively on the management effects of businesses and not on service quality. The standpoint illustrates the previously neglected respects of the research and management on service industry. As a result of the collaboration with business and financial magazine to further amplify this study, a number of elaborations have been made concerning the investigations of service schemes, topic planning, measurement method, and the mystery shopping survey procedure. The study is valid for extensive investigation and reference.