| Summary: | 碩士 === 國立虎尾科技大學 === 工業工程與管理研究所 === 99 === In this research, Service quality is also different from the general method of investigation, from quality engineering concepts as a basis, use Taguchi''s signal-to-noise ratio approach of Modify Importance performance Analysis, Kano Two-Dimension Quality Model and Quality Function Deployment (QFD) approach to explore the service quality and improvement and relevant reference to give the Sunfar 3C Hypermarket.
This study adopts SERVQUAL scale by Parasuraman, Zeithaml and Berry to references for questionnaire survey. By using questionnaires, to find out which the Sunfar 3C Hypermarket of the service quality of service items are comparison dissatisfied customers, Should be done to improve the strategies. Then follow the characteristic of two-dimension quality is classified and the satisfaction increment index and dissatisfaction decrement index of its service quality is calculated. This research helps Industry clearly understand the voice of the customer and meets customer''s demand.
Empirical result show the customer''s perception of mostly indifferent quality on the Sunfar 3C Hypermarket of service quality. As the homogeneity of the industry resulting in high differentiation was not obvious. Therefore, according to S / N ratio modify IPA resulted in improvements in service items, and the use of Quality Function Deployment (QFD) the results of analysis, Proposed industry in customer service training, education training and market positioning in these three areas, Should be a priority to improve the management measures, In order to improve service quality and thus enhance customer satisfaction.
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