Using FAHP to Study Service Quality-an Example of Healthy Foods Direct Sellers

• Main Authors: Zong-Wei Yang, 楊宗衞
• Other Authors: Man-Shin Cheng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/hd98wv

碩士 === 國立虎尾科技大學 === 經營管理研究所 === 100 === This study examines the service quality of the Healthy Foods direct sellers by Fuzzy Analytic Hierarchy Process (FAHP). At the same time, we analyze and compare the different viewpoints to the direct sellers and consumers individually. There are seven measurable aspects in this study: Reliability, Responsiveness, Assurance, Empathy, Communication, Security, and Tangibles; altogether, there are 27 items. The results found that. Direct sellers are overemphasizing the Assurance, and neglect the importance of Empathy to consumers. Especially in the part of Security which is considered more importance by consumers. It’s the least emphasis to direct sellers unexpectedly. And in the part of criteria, we also find several different perceptions between direct sellers and consumers. So the result shows that the direct sellers still have a lot of improvement regarding the service need to be made. Finally, we organized these greater differences between both parties based on the result. So that can provide orderly consultation to industry and direct sellers.