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The Role of FFM in Assessing Service Quality : A Study in Mobile Communication Product Retail

The Role of FFM in Assessing Service Quality : A Study in Mobile Communication Product Retail. Advisor : Prof. Hsieh Student : 賴千惠. Outline. Motivation Objective Literature review Five-Factor Model SERVQUAL SERVPERF Research Framework Research methodology Expected Contributions.

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The Role of FFM in Assessing Service Quality : A Study in Mobile Communication Product Retail

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  1. The Role of FFM in Assessing Service Quality : A Study in Mobile Communication Product Retail Advisor: Prof. Hsieh Student : 賴千惠

  2. Outline • Motivation • Objective • Literature review • Five-Factor Model • SERVQUAL • SERVPERF • Research Framework • Research methodology • Expected Contributions

  3. Motivation • 隨著社會生活型態的改變以及資訊科技蓬勃的發展，行動通訊產品日漸普及，反之，競爭也更為激烈，如何與顧客建立長久良好的關係，如何永續經營，服服品質便是重要的一環。 • 「人」是影響服務品質好壞的關鍵。

  4. Objective • 探討SERVQUAL與SERVPERF用於衡量行動通訊產品服務據點的實證研究結果 • 採用FFM探討服務提供者以及顧客本身之人格特質，在服務品質知覺上的差異與影響

  5. Five-Factor Model (1/2) • 人格為「一個在個體心理系統中決定其如何面對其環境做調整的動態組織」(Allport,1937) • 特質為「一個擁有能力對外來刺激作出對等回應以及接納並且引領產生出適應行為及表現行為的神經組織」(Allport,1961)

  6. Five-Factor Model (2/2) • Five-Factor Model，FFM (Big Five、五大人格特質) • Extraversion(外向性) • Conscientiousness(嚴謹自律性) • Agreeableness(和善性) • Neuroticism(神經質) • Openness(聰穎開放性)

  7. SERVQUAL • SQ = PS - ES • SQ>=0，服務品質為滿意 • SQ<0，服務品質未達要求 • 服務品質 • 決定因素 • 接近性 • 人際溝通 • 能力 • 禮貌 • 可信度 • 可靠性 • 反應性 • 安全性 • 有形性 • 瞭解/ • 熟知顧客 • 為衡量服務品質的方法之一 • A. Parasuraman, Valarie A. Zeithaml and Leonard L. Berry(1985)提出衡量知覺服務品質的「決定因素模型圖」 • Tangibles (有形性) • Reliability (可靠性) • Responsiveness (反應性) • Assurance (保證性) • Empathy(同理性) 口碑 個人 需求 過去 經驗 Expected Service Perceived Service Quality Expected Service Perceived Service Perceived Service Quality Perceived Service

  8. SERVPERF • 為衡量服務品質的方法之一，是由SERVQUAL發展而來 • 構面 • Tangibles (有形性) • Reliability (可靠性) • Responsiveness (反應性) • Assurance (保證性) • Empathy(同理性) • SQ = PS

  9. Research Framework (1/3) Tangibles Empathy Reliability Perceived Service Quality Responsiveness Assurance

  10. Research Framework (2/3) Extraversion Neuroticism Conscientiousness Perceived Service Quality Agreeableness Openness

  11. Research Framework (3/3) Tangibles Empathy Extraversion Neuroticism Conscientiousness Reliability Perceived Service Quality Responsiveness Agreeableness Assurance Openness

  12. Research methodology • Target： 行動通訊產品服務據點之服務提供者與顧客 • Tool： • SPSS • Amos

  13. Expected Contributions • 可將實證結果應用於產業，達到永續經營的目標 • 行動通訊業業者可參考研究結果調整自身公司制度；也可針對不同工作項目分配適合的員工

  14. Thank you for your listening !

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