| 摘要: | 由於消費者對手機的依賴性高，手機維修服務扮演著非常重要的角色；為增進維修服務的品質，提升企業的價值，使企業更具競爭力，門市服務人員必須瞭解顧客的需求。本研究從經營者及消費者的角度來進行「智慧型手機維修門市服務品質因素之研究」，以探討智慧型手機維修門市服務品質的關鍵因素及相對權重。
本研究以層級程序分析法，針對消費者在智慧型手機維修 時，所考量的關鍵因素進行探討與分析，以經營者、潛在顧客及忠誠性顧客為研究對象，依據文獻探討、PZB觀念、實務工作的經驗及業界專家所提供的專業知識、意見及經驗的討論結果，彙整出消費者維修智慧型手機之關鍵因素，建立層級程序分析法五大構面及18項評估準則的層級架構，並探討各評估準則之重要性與排序。
研究結果發現，智慧型手機維修門市服務品質之關鍵因素，在五大構面當中，經營者及潛在顧客認為最重視的是「可靠性」；忠誠性顧客認為最重視的是「保證性」。而18項評估準則中，最重視的前四項準則分別依序為：「對於顧客的個資，絕不外流」、「有效率並正確快速地完成維修，避免重工」、「具備足夠的維修專業能力」及「適時協助顧客急件維修服務」。本研究之結果，可提供智慧型手機維修門市經營者有利的經營方針，了解不同顧客群的需求，並個別地給予其所重視的服務品質，因而提升經營績效，提高利潤。
Due to the dependency of mobile phone by customers, mobile phone maintenance service is now playing an important role nowadays. In order to improve competitiveness, companies have to improve service quality and raise corporate values. Therefore, it is important to understand customers' needs. This research is to investigate the factors of service quality of smartphone repair and maintenance in retail stores, based on the opinions of operators and customers, and to study the key factors and the relative weights of service quality of smartphone repair and maintenance in retail stores.
This research utilizes an analytic hierarchy process method to discuss and analyze the key factors, targeting consumers who are using smartphone repair and maintenance. Operators, potential customers and loyal customers are the main research objects. The questionnaire is designed based on literature discussion, PZB concept, practical working experience, and the results of fruitful discussions by the experts who have been in telecommunication industry for more than 10 years to meet the key factors of consumer smartphone repair and maintenance. The questionnaire includes five dimensions and the 18 items assessment guidelines to establish AHP level schema, and study all importance and ranking of assessment guidelines.
Research found that the most important key factor of service quality of smartphone repair and maintenance in retail stores, in five dimensions, for operators and potential consumers is reliability. For loyal customers is assurance. The four most important criteria among18 evaluation criteria are listed as below:
(1) Guaranteed full protection of each customer's personal information,
(2) To repair accurately and efficiently without redundancy,
(3) Experienced team providing professional maintaining services,
(4) Being able to assist customers as emergency maintenance is needed.
Results of this study could provide operators in retail stores of smartphone repair and maintenance with beneficial business policy, understand different customer needs, and offer individual personalized-services in order to enhance business performance and increase profits |
