Study of Service Quality of Textbook Publisher by Using Quality Function Deployment--A Case of Nani Bookstore

• Main Authors: Yu-shu Chien, 簡鈺書
• Other Authors: Lin-po Hung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19011605906857385625

碩士 === 南華大學 === 出版與文化事業管理研究所 === 99 === 　　To follow the education reform of Grade 1-9 Curriculum Guidelines, the limitation of textbooks has been gradually released. It has become a time when publishers compete with each other in order to win the teachers’ hearts. Not only do they make efforts to develop expertise, they stress much on the service as well. 　 　　This research focuses on the Nani Bookstore, adopting the approach of “Quality Function Deployment(QFD)” to systematically research the overall operation in terms of quality and technical aspects. Participants are teachers from elementary schools in Yun-lin County. The structure of this research adopts not only the PZB method, but also questionnaires designed for teachers based on SERVQUAL. The survey sent out 410 questionnaires. Finally, 291 useful results were obtained, representing a 70.9 % response rate. Analyzed with SPSS, this survey includes descriptive statistics, t-Test , and One-Way ANOVA. 　 　　The purpose of the research is built on five major dimensions, including reliability, assurance, tangibility, responsibility and empathy. In addition, to build the house of Quality, the service elements of each dimension are integrated into the quality function deployment and turn teachers’ needs into the requests of publishers’ quality technique. The result of the research shows that the top five quality techniques of Nani Bookstore are as follows: implementing educational training for staff; being well-equipped with expertise on textbooks, market and management; having good regulating policies; prompt response to customer feedback.