To Apply TRIZ to Develop the Service Improving Solutions for Food-related Organizations: Examples of 6 companies

• Main Authors: Cheng-Chun Hsieh, 謝承雋
• Other Authors: Tzong-Ru Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/09103008806694129603

碩士 === 國立中興大學 === 行銷學系所 === 103 === With rapid and very competitive of the catering industry has developed in Taiwan, it is necessary to improve services to meet the demands of consumers for the traditional food industry or industries which want to be sustainable operation. According to the different types of product, this study selects six companies about food-related industry to discuss, and explores which service needs to be improved. In order to understand what services are available for improvement in these six companies, this study depends on the literatures of food retail to design questionnaires. Obtain from these six companies, this study finds 8 key issues for improvement. Moreover, this study uses TRIZ theory to develop 19 improvement solutions of services. And the 8 key issues for improvement and 19 improvement solutions of services are demonstrated as follows: 1. In the key issues for improvement ‘How to enhance the in-store atmosphere’, this study develops the service improving solutions are ‘Strengthening the lighting when the rush hour of customer purchases’, ‘Clerks provide diversified services and increase customer experience.’ 2. In the key issues for improvement ‘How to increase the diversity of goods’, this study develops the service improving solutions are ‘Increase commodity items according to the main consumer groups’, ‘The need of major consumer groups is as purchases of products subject’, ‘Design theme-based packaging of the different size and weight according to the target customer group preferences.’ 3. In the key issues for improvement ‘How to set commodity pricing’, this study develops the service improving solutions are ‘Explain the relationship between commodity prices and costs for price sensitive customers’, ‘Let the customers know the reasons when commodity price increases.’ 4. In the key issues for improvement ‘How to promote the commodity’, this study develops the service improving solutions are ‘Propose marketing programs, such as gift with purchase or group purchase price’, ‘Propose discounts when festive or seasonal issues occur’, ‘Before major holidays, in advance of posting advertising banners cloth characteristics of goods and merchandise, designing small size and weight of the packaging, and preparing sufficient inventory for consumers to purchase.’ 5. In the key issues for improvement ‘How to improve operational efficiency’, this study develops the service improving solutions are ‘Establish the work content of SOP in the off-peak periods.’ 6. In the key issues for improvement ‘How to improve the performance of sales staff’, this study develops the service improving solutions are ‘Design the work content of SOP only for the customer contact points’, ‘Staff training focus on the customer contact points’, ‘By the overall macro perspective, establish the company SOP of various departments to ensure service quality’, ‘The performance of the sales staff to be amended by anonymous questionnaire’, ‘Reduce employee training time and cost by using the online way to design a set of internal education and training platform.’ 7. In the key issues for improvement ‘How to improve the company''s reputation and brand image’, this study develops the service improving solutions are ‘Establish the unique service innovation.’ 8. In the key issues for improvement ‘How to solve the problem of shop location selection’, this study develops the service improving solutions are ‘Strengthening the lighting before and after one hour of the meal time.’ Because this study develops many solutions about service improving, it would be doubted what we should do first. Therefore, this study uses one company as a sample and arranges this company’s improvement solutions of services in important and chronological order, and then draw ""the relationship matrix between the importance and the time."" Moreover, this study also examines the rationality through the industry viewpoints and the academic viewpoints. Finally, this study sorts these solutions, and gets solutions with the order. The findings provide practical implications for food-related industries when they operate in the future.