Differences Measurement of Delivering Brand Culture-a Case Study of G Group KTV

• Main Authors: Sheng-Ping Liang, 梁勝平
• Other Authors: 顏憶茹
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/mq433r

碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 103 === 　　Taiwan has a low capital intensity in R&;D of service industry. To save the labor cost, management team often set up the operation procedure as standard as possible, and limit its min. range of service. In the other hand, employees usually hide the service needs and opinions to make sure they can keep the job stably. 　　To accumulate over a long period, it result in having a large difference between service contents and size which set up by the management team and the service needs exception and service needs aware from customers. 　　As a leader of KTV industry, G- Group pay much attention to collecting customers’ opinions and encourage operators (attendants) to observe the needs from customers. Unfortunately, we cannot find any method or scale to collect or measure them. 　　Compare to other service industry, it is more difficult to do the research since customers did concern about their privacy and sometime they were slightly drunk when they consume. 　　This research, first divided internal organization of G-Goup into upper level and lower level, then it measures the difference of internal service needs exception between these two levels by using KTV SQ AHP questionnaire. 　　Second, it had 10 employees as internal customers, the 10 internal customers measured the difference about internal marketing prompt between upper level and lower level by two methods: one is using operator-level KTV SQ AHP questionnaire, another is using service behavior of servant point table. 　　Finally, the result of operator-level KTV SQ AHP questionnaire and the service behavior of servant point table became the difference of measurement of service needs exception as well as the service needs aware. 　　The BCS model is constructed by employee levels, collect mothed and internal customer opinions, and we added service delivery item to SERVQUAL scale that was considered as a foundation. Then we adjusted the design how to fill in the KTV SQ AHP questionnaire to make sure collecting correct opinions. 　　At least, the different character of this research is it value the internal customers’ opinion instead of KTV SQ AHP questionnaire filled in by employees who know the internal marketing prompt content.