以品質機能展開法探討教科書出版社服務品質─以南一書局為例

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Title:	以品質機能展開法探討教科書出版社服務品質─以南一書局為例
Other Titles:	Study of Service Quality of Textbook Publisher by Using Quality Function Deployment--A Case of Nani Bookstore
Authors:	簡鈺書 Chien, Yu-shu
Contributors:	出版與文化事業管理研究所洪林伯 Lin-po Hung
Keywords:	出版社;品質機能展開;服務品質 PZB;publisher;QFD;service quality
Date:	2011
Issue Date:	2015-01-19 14:32:15 (UTC+8)
Abstract:	因應政府進行九年一貫的教育改革，教科書逐步鬆綁，成為各家出版社自由競爭的時代，因此各家教科書出版社除了發展編緝教科書的專業外，在服務品質上更多所用心，以期爭取教師選用。　　　本研究以南一書局為研究對象，利用品質機能展開法系統化探討南一書局整體服務作業之服務品質及品質技術，受訪對象為雲林縣國小教師，研究架構係參考PZB服務品質模式外，尚以SERVQUAL量表為基礎編製問卷，對教師進行問卷調查，總計發放410份問卷，回收332份，剔除無效問卷後，有效問卷共計291份，有效問卷回收率達70.9%，以SPSS軟體進行樣本基本資料分析、T檢定、變異數分析等。　　　本研究以「可靠性」、「保證性」、「有形性」、「反應性」、「關懷性」建立出版社服務品質評估模式的五大構面，再將各構面之服務品質要素導入品質機能展開法建立品質屋，將教師對出版社之需求轉化為品質技術之要求。研究結果顯示，南一書局前五項重要品質技術改善項目為：「人員定期教育訓練」、「具備教科書、市場、經營等專業知識」、「管理規章制度」、「服務迅速性」、「意見反應處理」。　　To follow the education reform of Grade 1-9 Curriculum Guidelines, the limitation of textbooks has been gradually released. It has become a time when publishers compete with each other in order to win the teachers’ hearts. Not only do they make efforts to develop expertise, they stress much on the service as well.　　　This research focuses on the Nani Bookstore, adopting the approach of “Quality Function Deployment(QFD)” to systematically research the overall operation in terms of quality and technical aspects. Participants are teachers from elementary schools in Yun-lin County. The structure of this research adopts not only the PZB method, but also questionnaires designed for teachers based on SERVQUAL. The survey sent out 410 questionnaires. Finally, 291 useful results were obtained, representing a 70.9 % response rate. Analyzed with SPSS, this survey includes descriptive statistics, t-Test , and One-Way ANOVA.　　　The purpose of the research is built on five major dimensions, including reliability, assurance, tangibility, responsibility and empathy. In addition, to build the house of Quality, the service elements of each dimension are integrated into the quality function deployment and turn teachers’ needs into the requests of publishers’ quality technique. The result of the research shows that the top five quality techniques of Nani Bookstore are as follows: implementing educational training for staff; being well-equipped with expertise on textbooks, market and management; having good regulating policies; prompt response to customer feedback.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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