| Summary: | 碩士 === 國立虎尾科技大學 === 工業管理系工業工程與管理碩士班 === 104 === Abstract
Due to the liberalization of Taiwan’s tobacco and liquor market, competitions in this market have become more and more intense. In order to face the increasing competitions in the domestic environment, Taiwan Tobacco & Liquor Corporation has to make efforts in improving its distribution efficiency and service quality. Therefore, this study takes Chiayi office of Taiwan Tobacco & Liquor Corporation as an example, using questionnaire approach to investigate its distribution service quality and customer’s satisfaction. In addition, Important-Performance Analysis is applied to identify the key service items for future improvement.
The measurement of distribution service quality and satisfaction is divided into five dimensions: ”Delivery quality”, “Professionism”, “Responsiveness”, “Accessibility”, and “Etiquette”. The results of this study are as follows: 1. Customers’ expectation of service quality is between “important” and “very important” except “Etiquette” dimension; 2. Customers’ actual feeling of service quality is between “satisfied” and “very satisfied” in ”Delivery quality” and “Accessibility” dimension; 3. The result of Important-Performance Analysis indicates that most service items are felled in Quadrant I (keep up the good work) and Quadrant III (low priority).
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