| Summary: | 碩士 === 元智大學 === 經營管理碩士在職專班 === 99 === The current environment is globally competitive with high importance on consumer consciousness, consumer oriented business operation has gradually replaced traditional operating system. How to win the competition and create strengths for the enterprise has become an important topic of discussion for financial institutes.
The making of service blueprint can completely outline the steps of the services, the work, and the proof of service for customers, which would help the business understand any error points in the service in order for a design that ensures customer satisfaction of all service contact points in the interaction between the service provider and the customers. With the rise of consumer consciousness, the voice of customers (customer requirement) gradually becomes strong. Quality Function Deployment is a way to incorporate customer requirement into the design process. In the process of quality function deployment, the customer’s demand dimension is transformed into the technical dimension of the enterprise which becomes an important issue for enterprise to improve service quality. Through quality function deployment, the key issues that influence service quality may be listed according to importance which will be used for reference when the enterprise makes operational decisions.
This research uses Case Study Analysis targeting oversea transfer service of clients of First Commercial Bank. First we interviewed personnel involved individually to collect data and analysis. Then, we used the clues from the data to draw a service blueprint to visually the whole service process and find the error point(s). Then we used quality function deployment as the basis to discuss the influential element of case bank to fully understand the voice of the customer. First we analyze the interviews to find out the requirement dimension of customer and the service quality improvement plan of the bank and evaluate and analyze the House of quality between the two for reference on the priority in improving service quality.
Lastly, the research provides innovative service recommendation from a practical perspective for improving current service performance, service quality, and the direction of future development.
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