| Summary: | 碩士 === 朝陽科技大學 === 企業管理系高階產業經營碩士在職專班 === 104 === Goat milk has long remained Taiwanese’s most common naturally-nutrient daily drink. However, nowadays, the whole society in Taiwan has been facing the tendencies toward fewer children and an aged society; consequently, the price-cutting competition has taken place amongst daily industries owing to the market dramatically shrinking. Worst of all, it contributes to some issues of increasing corporate operating cost along with reducing its profits.
Nevertheless, with the advent of the knowledge age, the image of goat milk containing high nutritional value deeply remains inside many people’s mind; thus, how to seize the chance to improve the qualities of goat milk and service becomes one of critical elements to satisfy its customers.
The participants of the study derived from those customers living in Da-li District and Wufeng District, Taichung City. Quantitative analysis has been utilized to collect data; moreover, for the sake of identifying the flaws in quality services, the analyzing tool, IPA, has been used in the study. A grand total of one hundred and fifty copies of questionnaires had been distributed to the subjects in the study. One hundred twenty- nine copies were collected afterward. After being examined, Twenty-one copies were taken away owing to invalidity. Valid questionnaires amount to one hundred twenty-one copies. Thus, the effective response rate of the study is eighty-six percent.
According to the result shown, six question items fall into “Concentrate Here” meaning that those are priority to be improved for the purpose of enhancing its service quality. Aside from it, some appropriate suggestions have been provided for Goat Milk Corporative to determine its business policies and the goal to achieve so as to enhance its competitiveness in the business field.
Keywords: Goat milk, Quality service, Correlation analysis, IPA
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