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    Title: 全通路零售多元購買場景之服務品質管理策略—以汽車配件零售業為例
    Service Quality Management Strategies for Various Purchasing Scenarios in Omni-channel Retailing Contexts: A Case Study of the Automotive Parts Retail Industry
    Authors: 劉千慈
    Liu, Chien-Tzu
    Contributors: 羅明琇
    白佩玉
    Lo, Ming-Shiow
    Pai, Pei-Yu
    劉千慈
    Liu, Chien-Tzu
    Keywords: 全通路零售
    購買場景
    跨通路互動
    服務品質管理
    汽車配件零售業
    Omni-Channel Retailing
    Purchasing Scenarios
    Cross-Channel Interaction
    Service Quality Management
    Automotive Parts Retail Industry
    Date: 2023
    Issue Date: 2023-08-02 13:31:04 (UTC+8)
    Abstract: 　　台灣整體零售業的銷售額逐年成長，且隨著消費者購物習慣的改變，越來越多零售業者投入發展全通路模式，以期透過提供多元的購買模式，塑造良好的客戶體驗。然而，隨著購物模式的多元化，業者也面臨跨通路或跨購買場景間的服務品質管理難題。本研究旨在探討零售業者於全通路下多元購買場景之重要服務品質衡量構面與管理策略，並透過個案分析探討台灣汽車配件零售產業於服務品質管理方面的實際做法，以協助全通路業者將資源集中於重要的經營管理活動，有效優化公司的服務品質以提升顧客的消費體驗，發揮全通路的綜效。

    　　本研究以質化方式進行，研究方法包含文獻整理與回顧、半結構性深度訪談與個案研究分析。本研究的主要研究發現如下：首先，在實體通路購買的消費者著重人員的互動與商品品質，適合販售需要服務或專業性較高之商品；而在線上通路購買的消費者則較重視效率，適合販售較簡便或消費者能自行操作之商品。其次，問題解決力、個人化互動、同理心與時效性乃四項跨購買場景皆重要的服務品質管理面向，企業應著力於優化以上重點構面。最後，企業應重視員工教育訓練、善用科技優化效率，並形塑流暢的跨通路購物流程，以打造卓越的服務品質，提升客戶體驗。

    　　本研究在學術方面的貢獻包括整合學術界對全通路架構下四個購買場景（實體通路購買與取貨、線上購買實體通路取貨、實體通路購買寄達指定地點、線上通路購買寄達指定地點）的服務品質管理重點構面之研究，有效推進學界對於「零售業全通路服務品質管理」主題的研究。在實務方面，本研究透過訪談台灣汽車配件零售產業的領導企業作為實務界的研究對象代表，有助於業界經營管理者參考借鏡，持續推動國內零售業的發展與業績增長。
    　　The overall sales of the retail industry in Taiwan have been growing steadily, and with changing consumer shopping habits, an increasing number of retailers are adopting an omni-channel approach to provide diverse purchasing options and enhance customer experience. However, the proliferation of shopping channels poses challenges for service quality management across channels and purchasing scenarios. This study aims to explore the important dimensions of service quality measurement and management strategies for retailers operating in a omni-channel environment. Through a case study analysis of the automotive parts retail industry in Taiwan, the study examines the actual practices of service quality management to assist omni-channel retailers in focusing their resources on critical operational activities, optimizing service quality, and enhancing the customer`s consumption experience, thereby leveraging the synergistic effects of omni-channel retailing.

    　　This study employs a qualitative approach, including literature review, semi-structured in-depth interviews, and case study analysis. The key findings of this research are as follows. Firstly, consumers who prefer physical channel purchases emphasize staff interactions and product quality, which are suitable for products requiring service or high expertise. On the other hand, online channel consumers prioritize efficiency and are more inclined towards simple products that can be self-managed. Secondly, problem-solving ability, personal interaction, empathy, and timeliness are important service quality management dimensions across purchasing scenarios, and companies should focus on optimizing these key dimensions. Lastly, companies should prioritize employee education and training, leverage technology to enhance efficiency, and establish smooth cross-channel shopping processes to create excellent service quality and improve customer experience.

    　　This research contributes to the academic field by integrating studies on service quality management dimensions for four purchasing scenarios (Traditional Retail, Buy-online-pickup-in-store, Buy-in-store-ship-direct, Buy-online-ship-direct) in the omni-channel framework, thus advancing research on "service quality management in omni-channel retailing" in academia. From a practical perspective, this study, through interviews with leading companies in the automotive parts retail industry in Taiwan, serves as a reference for industry practitioners and contributes to the continued development and performance growth of the domestic retail industry.
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363012
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110363012
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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