以混合多準則決策模式提昇創新多媒體Kiosk資訊平台之服務品質
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2014
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服務創新為服務供應商與消費者最關心的議題之一，為促成服務創新，服務供應商不斷推出新型服務，以提升服務品質、創造服務價值。近年來，全球先進國家之零售服務業者開始導入Kiosk創新多媒體資訊服務平台，以提昇服務品質與服務價值，唯Kiosk是否可以提供消費者多元化的服務項目、交易機制是否便利安全、零售服務門市人員之教育訓練是否充足等，均少有學者探討，但對於Kiosk是否能成功創新服務，卻非常重要，為值得進一步深入探討的議題。為解決前述議題，成功導入Kiosk，以提昇服務品質，本研究擬導入服務品質分析模型(SERVQUAL)，定義決策分析架構與構面、準則之原型，並邀集專家以修正式德菲法確認之後，導入基於決策實驗評估實驗室法(Decision Making Trial and Evaluation Laboratory, DEMATEL)之網路流程(DEMATEL Based Network Process，DNP)計算準則權重，並進行評估與排序，權重最高者為最重要、須要改善之準則。為實證本分析架構之可行性，本研究邀集某國際連鎖超商台灣分公司之中階經理人以及資訊科技部門之技術人員為專家，填答問卷，並推導服務創新Kiosk服務品質改善之關鍵因素、提出服務品質提昇策略。綜合三十位超商中階經理人與七位資訊科技技術人員之意見，服務品質分析模型中最重要的構面為創新服務的「可靠性」與「反應性」，關鍵成功要素為「多媒體自助服務機容易控制」、「能提供買家或賣家快速結帳的功能」與「操作多媒體自助服務機每一個步驟流程都會提示消費者」等，實證研究的結果可作為連鎖超商提昇Kiosk服務品質之依據，本分析架構亦可作為未來服務業者導入創新多媒體資訊服務平台、創造服務價值之基礎。第二部分是IT資訊專家之改善意見，在「創新服務有形性」上主要考量因素以「操作介面很有趣」為優先考量順序，創新服務的「可靠性」方面， IT資訊專家認為主要考量因素以「多媒體自助服務機容易控制」為優先考量順序，創新服務的「反應性」方面，IT資訊專家認為主要考量因素以「操作多媒體自助服務機每一個步驟流程都會提示消費者」，創新服務的「關懷性」方面，IT資訊專家認為主要考量因素以「多媒體自助服務機能及時提供我所需的服務」為優先考量順序，IT資訊專家認為在「創新服務保證性」上主要考量因素以「需要進行交易時，多媒體自助服務機是最好的選擇」為優先考量順序。
Service innovation is the most concerned issue of the service providers and consumers at present. In order achieve service innovation, service providers continue to introduce new services, enhance service quality, and create service values. In recent years, retailers around the world have introduced kiosks for the purpose of enhancing service quality and service values. However, whether kiosks can provide diverse service items, whether its transaction mechanism is convenient and safe, and whether the employee training of an international convenience store chain on kiosk operation is sufficient, have been seldom discussed. In order to address those issues for the success of introducing kiosks and service quality enhancement, this study adopted the SERVQUAL model to define the structure and dimension of decision-making analysis, develop the prototype of criteria, invited experts to verify the results with modified Delphi Method, applied DNP (DEMATEL Based Network Process) to calculate the criteria weights, and performed evaluation and ranking. The items with the highest weights are the most important items that must be improved. In order to validate the feasibility of the proposed analytical structure, this study invited the middle-level managers in Taiwan branch and the IT technicians at the IT department of an international convenience store chain as the experts to fill out the questionnaire. Based on the results, this study deduced the key factors for improving the service quality of kiosks, and proposed improvement strategies for the key factors that fail to reach the ideal quality. The findings can serve as reference to improving kiosk service quality. The conclusions include two parts. The first part is the improvement suggestions proposed by convenience store managers, and the factors that need the most improvement are “the operating interface is very interesting” in the dimension of tangibility of innovative service, “the machine is easy to control” in the dimension of reliability, “fast check-out for buyers and sellers” in the dimension of responsiveness, “immediately provide the service I need” in the dimension of empathy, and “when I need to make a transaction, the kiosk is my best choice” in the dimension of assurance. The second part is the improvement suggestions proposed by IT specialists, and the factors that need the most improvement are “the operating interface is very interesting” in the dimension of tangibility of innovative service, “the machine is easy to control” in the dimension of reliability, “consumers are reminded at every step of operation” in the dimension of responsiveness, “immediately provide the service I need” in the dimension of empathy, and “when I need to make a transaction, the kiosk is my best choice” in the dimension of assurance.
Service innovation is the most concerned issue of the service providers and consumers at present. In order achieve service innovation, service providers continue to introduce new services, enhance service quality, and create service values. In recent years, retailers around the world have introduced kiosks for the purpose of enhancing service quality and service values. However, whether kiosks can provide diverse service items, whether its transaction mechanism is convenient and safe, and whether the employee training of an international convenience store chain on kiosk operation is sufficient, have been seldom discussed. In order to address those issues for the success of introducing kiosks and service quality enhancement, this study adopted the SERVQUAL model to define the structure and dimension of decision-making analysis, develop the prototype of criteria, invited experts to verify the results with modified Delphi Method, applied DNP (DEMATEL Based Network Process) to calculate the criteria weights, and performed evaluation and ranking. The items with the highest weights are the most important items that must be improved. In order to validate the feasibility of the proposed analytical structure, this study invited the middle-level managers in Taiwan branch and the IT technicians at the IT department of an international convenience store chain as the experts to fill out the questionnaire. Based on the results, this study deduced the key factors for improving the service quality of kiosks, and proposed improvement strategies for the key factors that fail to reach the ideal quality. The findings can serve as reference to improving kiosk service quality. The conclusions include two parts. The first part is the improvement suggestions proposed by convenience store managers, and the factors that need the most improvement are “the operating interface is very interesting” in the dimension of tangibility of innovative service, “the machine is easy to control” in the dimension of reliability, “fast check-out for buyers and sellers” in the dimension of responsiveness, “immediately provide the service I need” in the dimension of empathy, and “when I need to make a transaction, the kiosk is my best choice” in the dimension of assurance. The second part is the improvement suggestions proposed by IT specialists, and the factors that need the most improvement are “the operating interface is very interesting” in the dimension of tangibility of innovative service, “the machine is easy to control” in the dimension of reliability, “consumers are reminded at every step of operation” in the dimension of responsiveness, “immediately provide the service I need” in the dimension of empathy, and “when I need to make a transaction, the kiosk is my best choice” in the dimension of assurance.
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便利商店, 多媒體自助服務機, 創新服務, 服務品質分析模型(SERVQUAL), 基於決策試驗評估實驗室法之網路流程(DEMATEL Based Network Process, DNP)。, Convenience Stores, Multimedia Kiosk, Innovation Service, Service Quality (SERVQUAL) model, DEMATEL Based Network Process (DNP)