隨著消費者行為的快速變化以及消費者對服務品質的要求提高，提供高品質的服務已經成為企業重要的策略。本研究透過「PZB 模型」從服務提供者和消費者兩個角度來探討台灣有機產業裡存在的服務缺口。
這些年有機連鎖店不斷的成長並成為重要的銷售通路之一，因此本研究選定有機連鎖公司以及有機連鎖店的消費者為研究對象。本研究採取個案研究方法，透過文獻、深度訪談、二手紀錄等方式蒐集資料，以有機連鎖公司以及消費者對服務缺口之觀點來分析及探討，並提出具參考價值的建議，讓相關企業未來可加以運用。
研究結果顯示目前有機產業裡的連鎖公司採取較被動的方式來了解消費者的需求；由於台灣有機產業裡的連鎖公司大多為中小企業，有限的能力和資源常成為滿足消費者需求最大的阻礙；有機連鎖公司缺乏服務品質的衡量指標，在供應商管理方面還需要加強；以上因素造成服務缺口的存在。此外，針對一般大眾對有機概念的推廣和教育還需要持續加強；產品資訊、品質、以及價格成為消費者在衡量服務品質的重要考量；加強推廣行動更能夠滿足消費者對有機產業的期望；另外，提升消費者對有機產品之信心亦為重要的改進方向。 / Facing rapid changes of customer behavior and increasing customers demand on service quality, delivering high quality service is adapted as an important strategy in businesses. This study applies the PZB Model to investigate the service gaps in the organic industry in Taiwan from the perspective of both service providers and customers.
In recent years organic chain stores have become an important distribution channels for organic products. Therefore, organic chain store companies and organic chain stores customers are selected to be respondents. Using case study method, this study collects and analyzes data by collecting literature review, gathering secondary data, and conducting interviews with organic chain store companies and customers. The findings can serve as reference to future improvement in the industry.
This study finds that current companies still use passive approaches to understand customer demands. Since most of companies in this industry are small and medium enterprises, limited capabilities and resources often become barriers when fulfilling customer demands. Companies are lacking of service performance measurement and quality improvement program. All of these situations can cause the existence of service gaps. Other findings showed that in general organic customers already have an understanding of the organic concept. However, the industry still needs efforts to communicate with people who currently aren’t customers. Product information, product quality, and price become important considerations for customers in assessing service quality in this industry. Moreover, customer trust and confidence in organic products should be increased and became an important focus of the government as well as the management to stimulate industry growth.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0101355069 |
| Creators | 陳英君, Chintya Dewi Trijayanti |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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