Study Of Service Quality Planning And Performance Mode Oriented By Consumer And Its Application On Home-decoration Stores

As times progress, consumers' demands for various commodities are increasingly high, consumers not only concern about the quality of products, quality of service are more and more taken into consumers' attention. Consumer satisfaction of many industries is determined by the quality of service. In order to practice on consumer services bringing about profit, we must first understand the needs of consumers, and then comply with the provision of cost-effective services. Today's enterprises, only fully understand the customer, satisfy the customer, or even predict customer demand, can place long-term in the uncertain and changing market. The purpose of this study is to use PZB model to explore the gap between actual customer service quality and its expectation that the operators must improve. And then, by Quality Function Deployment, customer demand quality of service will be translated into planning that operators can promote within their ability. Finally, through the introduction of the Balanced Scorecard, we build business strategy oriented by the quality of customer demand.This study, taking consumer-oriented quality of service as the main theme, consumers of home-decoration retailers as main research object, using QFD analysis as framework, first through the study of literature related to the quality of services, interview relevant experts, retailers and consumers, designs customer service demand quality survey questionnaires, and uses random sampling method to survey the questionnaires assisted by the commissioned of the city of Tainan in Taiwan home-decoration store industry. Through the introduction of fuzzy theory , the Kano two-dimensional quality model and AHP, this study builds the objective customer service quality planning, and then, through the use of Grey Relational Analysis, this study builds service implementation requirements quality planning of home-decoration stores. Finally, through the integration of the implementation of the Balanced Scorecard, this study evaluates the service quality criteria of performance requirements, systematically constructs performance model oriented by the quality of customer service needs. Specifically, the work and the corresponding results of this paper are as follows:1. Giving out the customer service demand quality elements of home-decoration retailers.The study first through the discussion of relevant research literature of the quality of services, interview with relevant experts, retailers and consumers, and then the survey of questionnaire, introduction the fuzz of qualitative assessment factors and questionnaire item analysis model, systematically establishes the representative needs of 17 customer service quality items.2. Setting up customer service demand quality planning oriented by consumer demand.This study first through the introduction of fuzzy theory to understand customer demand for the services of real quality elements required, and to solve the gap between the generally equal fractional dose level appraisals and the facts. By Kano 2 dimensional quality mode, this study sorts out the views of potential customers mental to the elements, objectively distinguishes the understanding of customer to service attribute, points out which quality items are planning to be in the focus of attention. By use of customer satisfaction efficiency coefficient, this study knows what factors need upgrading or improving that can be satisfied with relatively larger required. Analytic Hierarchy Process can resolve conflict between resources that are demanded for services quality elements, and clearly show the focus of services demand quality to provide various different angle required to review the value of the services, and finally to construct the customer service demand quality planning objectively.3. Constructing service implementation requirements quality planning of home-decoration stores.The study instructs gray relational theory in order to overcome dilemmas of the planners who must decide the weight and rank of the implementation requirement quality criteria in Quality Function Deployment that trapped in less information, data and uncertainty circumstances constrained by cost and time. According to the weight of consumer service demand quality planning, and considering the enterprises' capacity and environment, we get the weight and the rank of 10 quality performance in home-decoration retailers' implementation requirements that are helpful for home-decoration retailers to make limited resources into effective portfolio planning.4. Establishing the performance measures for operators of home-decoration stores that have a competitive advantage.Finally, through the integration of the Balanced Scorecard, the study evaluates the performance of the service implementation required quality criteria, from the financial, customer, internal process flow, learning and growth four aspects systematically builds consumer-oriented performance model, as guidelines of home-decoration retail industry to review the current plans or business strategy and the direction.Through the integrated use of Quality Function Deployment, fuzzy theory, Kano two-dimensional quality model, AHP, gray correlation analysis, balanced scorecard and other theories, this study systematically constructs framework that can be effectively determine the quality of customer service demand planning and customer demand quality-oriented performance evaluation indicators. At the same time, this study has some practical significance for providing guide for the service-oriented enterprises to improve the quality of services, and enhance the level of performance.