Improving Service quality by exploring NSD system based on the Hybrid MCDM Approach- Case Study of TsannKuen Industry

• Main Authors: Lin, Hsinya, 林心雅
• Other Authors: Goan, Mengjong
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/51567174943685307724

碩士 === 開南大學 === 專案管理研究所 === 99 === 3C Retail is the discount on the industry by market trends and changing consumption patterns of customers. So they have evolved into a comprehensive retail services industry. The key to competitive success in order to meet customer demand for the 3C retail discount stores main objective of business, Service quality is a more direct impact on customer perception level factors mood. Service quality depends on how innovation and improve service. This study aims to examine the perspectives of innovative services, which were carried out for the 3C retail industry relations and impact of competitive factors. Through the research process and results of research limitations and suggestions put forward. This study considered two levels of service quality. First, the hybrid multi-objective decision making model, established the PZB service quality system, because it at this level to identify the circumstances. Then, using VIKOR used in case the problem of service level performance evaluation, and the gap as to improve the points. Similarly, NSD used to build the system structure model of MCDM. This model can provide services to improve the orientation. Finally, the two models through the Quality Function Deployment (QFD) to integrate. PZB system used to identify the problem, and then derive the solution of the NSD system. The development of retail services in order to build quality 3C launched model. Pushed into the case by TKL Co., and apply the model to simulate the theoretical deduction and recommendations for improvement. The empirical study is that the case of the service performance gap "When customers have problems, the company is willing to assist". If that be to improve the gap, it cans priority recommendations to improve Cannibalization from NSD system. Cannibalization can from to enhance the "Company image” to solve the service performance gap. Experts believe that as long as the company's new service, it can help enhance the company's image, then it represents the new service will also affect the fitness of fit with long-term strategy and Fit with new strategy intent And it will also affect the original place cannibalization.