應用品質函數衡量國內航空業服務品質績效

THE APPLICATION OF QUALITY FUNCTION TO EVALUATE QUALITY PERFORMANCE FOR DOMESTIC AIRLINE SERVICES

莊寶鵰

國立屏東科技大學工業管理系

Pao-Tiao Chuang

Department of Industrial Management
National Pingtung University of Science and Technology
Pingtung, Taiwan, R.O.C

摘要

　　本研究應用品質函數之觀點，並以國內航空公司及其顧客為研究對象，透過實證分析來確認航空業服務品質評量要素的重要性，據此建構一套航空業服務品質績效函數，並且以此品質函數來衡量國內航空業的服務品質績效表現。這個方法首先經由彙整多位學者研究成果並與航空業旅客及管理者訪談後，擬定航空業服務品質評量要素；接著透過問卷調查方式，調查顧客對各項服務品質評量要素在滿意或不滿意時的反應以及顧客在各項品質評量要素的認知與期望目標值之差距；另一方面，則調查航空業在行銷作為上開發一位新顧客相對於留住一位舊顧客所需成本倍數的專業意見。然後，經由計算各評量要素之品質損失係數與品質利得係數的大小，作為評估各品質評量要素重要性的依據，並據此建構各項評量要素的品質績效函數。最後，再依實際顧客滿意度的調查分析，來衡量國內航空業的整體服務品質績效表現。這個方法不但可提供航空業者從品質函數的觀點，來確認品質評量要素的重要性，以使得服務流程設計更能切合顧客需求；同時，也使得航空公司能更客觀且量化地評估其服務品質績效及其對經營成本與利潤的影響。

關鍵字：服務品質、品質績效函數、品質損失、品質利得。

ABSTRACT

　　This research applies a quality function perspective to identify the relative importance of each quality evaluation scale and to evaluate the quality performance of the airline service. The approach, first, reviews other literatures and interviews the customers and the management of the domestic airline company in order to draw up the service quality evaluation scales. Then, a questionnaire is used to investigate the reaction of customers when they are satisfied or dissatisfied as well as the quality gap between perception and expectation of the customers. In the mean time, the other questionnaire will investigate the airline company’s management about the cost of developing a new customer relative to that of keeping an old customer. From the investigation data, the quality loss coefficient and the quality gain coefficient of each quality evaluation scale are computed, respectively, for the purpose of identifying the relative importance of each scale and establishing the quality performance function for each scale. Finally, the overall quality performance of domestic airline services is measured according to the customer satisfaction analysis. This approach will provide the airline service industry a better service process design to satisfy customers by identifying the importance degree of each quality evaluation scale from the perspective of quality function. Furthermore, it will also provide the airline company the way of evaluating service quality performance more objectively and quantitatively, as well as understanding how the quality performance affecting the company’s costs and profits.

Keywords: Service Quality; Quality Performance Function; Quality Loss; Quality Gain.

回目錄

資訊系統之群體診斷分析—SWOT、QFD及AHP整合應用

INTEGRATING SWOT, QFD, AND AHP FOR GROUP INFORMATION SYSTEMS DIAGNOSIS

方國定

國立雲林科技大學資訊管理系

Kwoting Fang

Department of Information Management
National Yunlin University of Science and Technology
Yunlin, Taiwan, R.O.C

摘要

　　近幾年來，台灣許多大財團相繼加入流通經營，使得流通業的競爭更加激烈，也紛紛刺激業者考慮引進資訊系統，期望能夠增加本身之競爭優勢。然而，資訊系統能發揮多大管理效益，甚至策略性的競爭優勢，在在都是業者投資資訊系統建構時，所必須優先考量的重點。

　　本研究整合策略規劃（Strategic Planning）的理論、品質機能展開（Quality Function Deployment；QFD）及層級程序分析法（Analytic Hierarchy Process；AHP）並結合內容分析法(Content Analysis)來診斷業者使用的資訊系統是否能配合組織的目標及策略，進而為流通業帶來競爭優勢和創造利潤。本研究以中部之「MS生鮮超市」做為探討案例，希望此次研究的成果，能夠提供給其它流通業者在做類似決策分析或現有系統診斷時一個重要的參考方法。

關鍵字：品質機能展開、層級程序分析法、內容分析法

ABSTRACT

　　Due to the dynamic and competitive nature of business environment, in terms with advancement of information technology (IT), management must not only evaluate the performance of the IT investments, but also monitor the integration of business goals or strategies with IT and their potential impacts on competitive edges.

　　A methodology of group information systems diagnoses is proposed based on strategic planning (SWOT), Quality Function Deployment (QFD) and Analytic Hierarchy Process (AHP) integration. A study, The MS Supermarket served as a case, is conducted to apply this methodology and compared with the content analysis.

　　Implications and suggestions for firms in terms of administration, strategy, application and supply chain management are discussed.

Keywords: Content Analysis, Quality Function Deployment, Analytic Hierarchy Process

回目錄

國內主要集團企業領導風格、企業文化及組織運作特色之研究

INTERRELATIONSHIP BETWEEN LEADERSHIP STYLE, CORPORATE CULTURE AND OPERATION MODES FOR THE MAJOR CONGLOMERATES IN TAIWAN

　吳萬益    蔡明田    汪昭芬    王世偉

成功大學企業管理系

Wann-Yih Wu        Ming-Tian Tsai
Zhao-Fen Wang    Shi-Wei Wang

Department of Business Administration,
National Cheng Kung University

摘要

　　集團企業的表現對國內整體經濟發展有著舉足輕重的影響，然而即使是截然不同的領導者風格、企業文化、組織運作模式、關鍵成功因素、競爭策略，這些集團企業同樣可以獲得傲人的績效，因此究竟是何種因素才是創造良好績效的最重要原因？或是在何種組合搭配之下將導致最佳的成長與獲利呢？這就是本研究所欲探討的目標。

　　本研究以七大集團為研究範圍，差異分析結果顯示：奇美最傾向和諧倫理型文化。裕隆最傾向穩健回饋型文化，採差異化策略。統一企業形象最佳，著重創新及研發策略。台塑最具低成本及創新團隊型文化，其集權化、正式化及專業化程度最高。宏碁最傾向員工導向，行銷能力最佳，知名度表現最傑出。在互動性方面，企業文化與領導風格對其經營策略有顯著影響，領導者風格、企業文化、組織運作特色、關鍵成功因素及經營策略等構面均對經營績效有顯著性影響。

關鍵字：領導者風格、企業文化、組織運作特色、關鍵成功因素、經營策略

ABSTRACT

　　The growth and successful operation of Taiwanese conglomerates have tremendous influences on the economic development of Taiwan. Yet, as concluded by many experts, different conglomerates due to the variation on leadership style , tend to operate differently on corporate culture, operation modes, key successful factor (KSF) and competitive strategy. Furthermore these conglomerate even operate with different leadership style and operation modes, tend to achieve good performance. Thus what are the factors or the combination of these factors to enhance the performances of conglomerates are remained unsolved. The purpose of this study is to evaluate the configuration of business operations among 7 conglomerates in Taiwan. The research factors consist of leadership style, corporate culture, operation modes, KSF and competitive strategy.

　　The study results indicated that Gi-Mei conglomerate tended to adopt harmonic seniority corporate culture. Yue-Loong conglomerate tended to adopt steady feedback corporate culture and differentiated competitive strategy. President conglomerate tended to perform excellent corporate image with emphasis on innovation and R&D strategy. Formosa Plastic conglomerate tended to achieve overall cost leadership and innovative team culture, with an operation modes of highest centralization, formalization and specialization. Acer conglomerate tended to concentrate on employee orientation with excellent marketing capability and highest reputation.

　　For the interrelationship between business operation variables, the study found that a conglomerate's culture and leadership style tended to impact on its competitive strategy. Factors of leadership style, corporate culture, operation modes, KSF and competitive strategy are all impact on a conglomerate's management performance.

Keywords: Leadership style, Corporate culture, Operation modes, Key successful (KSF), Management strategy

回目錄

情緒規則、社會化歷程及相關情緒勞務管理議題之個案探討

THE QUALITATIVE STUDY OF EMOTIONAL RULES AND SOCIALIZATION PROCESS AND RELATED MANAGEMENT ISSUES

林尚平    楊妮菁

國立雲林科技大學企業管理系

張淑慧

國立東華大學國際企業研究所

Shang-Ping Lin    Nin-Jing Yang

Department of Industrial Management
National Pingtung University of Science and Technology
Pingtung, Taiwan, R.O.C

Sui-Hwai Chang

Graduate Institute of International Business
National Tung-Hwa University

摘要

　　本研究主要目的在以個案方式探討並比較高情緒勞務工作者在組織中習得之情緒規則及其社會化的歷程，並進行與文獻之比較分析後，發展出相關之命題。透過深入訪談及實地觀察紀錄等方式，對百貨公司顧客服務人員及汽車業銷售業務人員之情緒勞務內涵進行人類學式之研究，並以KJ法分析所得資料。研究結果發現此兩類職務在情緒規則及社會化歷程的架構大致相同，情緒規則約可分為前臺情緒規則（包括對待顧客、應對上司、與同事相處的情緒規則及非工作壓力的調適）與後臺情緒規則；而社會化歷程則大致可歸納為正式及非正式兩種管道，媒介則以同事、上司及員工自己為主。但由於此二職務在顧客需求、服務動機、角色扮演及組織制度上的不同，而造成情緒規則社會化內容有所差異，反映出情緒勞務本質多樣性之特質。研究發現在與相關文獻綜合比較後，進一步研討提出與情緒勞務特性相關之命題及實務建議。

關鍵字：情緒勞務、情緒規則、社會化歷程、組織行為

ABSTRACT

　　The main purpose of this qualitative study is to explore the different learned emotional rules and socialization process between customer-service employees in a department store and car dealers, by using deep interview, field observation and anthropological KJ method to collect and analyze data, and discuss OB & HRM related research propositions. The findings indicate that emotional rules could be divided as the front-stage vs. behind-stage rule, socialization channels could be divided as formal vs. informal channel. Although emotional rules and socialization process are similar between two kind of high emotional labors, the found miscellaneous socialization contents indicate that there exists the evident diversity of emotional labors, based on the different degrees of service motivation, role function, customer relations, and organizational managing system. Propositions related with further research in organizational behavior and human resource management are discussed.

Keywords: emotional labor, emotional rule, socialization process, organizational behavior, human resource management

回目錄

建構組織知識系統的研究探索方法論雛議

AN INQUIRY METHODOLOGY PROPOSED FOR THE CONSTRUCTION OF ORGANIZATIONAL KNOWLEDGE SYSTEM

胡哲生

國立雲林科技大學企業管理系

Jer-San Hu

Department of Business Administration,
National Yunlin University of Science & Technology

摘要

　　超競爭環境下，企業的經營挑戰可能來自內外部環境的各個層面，賴以競爭的核心能力不僅是內部資源活動所創造的價值系統，也要拓展至產業外部的價值網路，甚至在企業不停追求各層面的管理精進，力求自我超越創造持久性競爭優勢的目標下，更需要企業內部自生的知識成長與技能提昇。唯有從知識中激發經營創造力、成長力，才能突破組織策略作為，面對競爭追擊。

　　企業內部專屬知識源自於工作經驗的累積、檢討、流傳、學習與改進，然而工作經驗為個人性的內隱知識，若沒有紮根性研究方法論的幫助，實務工作者不易從經驗中獲得深入的體悟或正確有效的認知，對後續任務的處理未必有正確的參考指引價值；同時個人經驗體悟要能惠及組織其他部門成員，亦需要設計內隱知識外顯化的工具與方法，促使知識得以在組織內交流，有助於成員學習他人經驗。

　　本文借取社會及管理研究方法論中，屬於詮釋性研究方法、紮根理論及行動科學研究活動，幫助實務工作者從工作經驗中，探索特定案例的理論研究意義；其次，引用行動科學及診斷輔導的「情境結構--問題診斷--行動方案--成果評鑑」觀念，建議可供經驗知識外顯化的陳述格式，促使經驗轉換為知識，並協助不同案例進行經驗比對，建立可建構企業知識系統的作業流程。

關鍵字：知識管理、詮釋性研究、行動科學、研究方法論、競爭優勢、核心能力

ABSTRACT

　　On situation of hyper competition , business may face challenges from any facets in internal and external environments. The competence built-up merely by organization internal resources and value activities aren't sustainable for long. Rather, it needs more resources in external organization to set-up a value network. More than this, because of the expectation to get unsubstituted core competence, business should exceed him selves successively basing on self- owned knowledge and skills. Only the creative and growing ability motivated by knowledge resources can make firms competitive successfully.

　　Business knowledge resources is the result of accumulating, detecting, inquiring and learning of experiences. But really, personal experience-based knowledge is implicit knowledge. Practitioners are unable to get effective and deep understanding from experience, if there were no help of research methodology in grounded and action oriented science. And this knowledge would be unhelpful to guide practice action. In other case, organization also need to design tools to make personal knowledge explicit, and help organization members communicate each other.

　　This article acquire some research techniques which are interpretative and action oriented research methodology, to help practitioners inquire the meanings of tasks in working life. Secondly, it uses the concept of context-diagnosing-action-consequence derived from action research and intervention techniques, suggest a format as tools to make practice oriented knowledge explicitly. At end, with the efforts of designing a knowledge management process in, organization could build-up their own knowledge system.

Keywords: Knowledge management; Interpretative research; Action science; Research methodology; Competitive advantage; Core competence.

回目錄

企業間資金連鎖與財務槓桿操作所致之經營風險殷鑑～國揚實業案例～

THE MIRROR OF THE FINANCIAL RISK BY THE CAPITAL LINKING AND THE LEVERAGE OPERATION----THE CASE OF GWO-YANG COMPANY

花榮尉

台灣省合作金庫

Long-Wei Hua

Taiwan Cooperative Bank

摘要

　　由泰國引發的「東亞金融危機」(East Asian Financial Crisis)使東亞各國均受重大打擊，而以外銷為導向的我國經濟也因此受到波及、一些知名上市、上櫃公司自前年（民國87年）開始紛紛傳出大額退票及違約交割事件，總計這些財務危機企業集團向銀行等金融機構貸款，金額高達新台幣一千四佰億元以上，牽連之金融機構達六十家以上，其所衍生出來問題貸款金額之大以及牽涉金融機構範圍之廣，皆已創下國內金融史上空前之紀錄與現象。

　　本研究乃嘗試以個案研究之方式，從發生財務危機個案企業之公司概況、營運概況及財務概況等三個層面，做有系統的分析、比較與綜合探討，期能將此次集團企業發生財務危機之原因及問題真貌呈現，本研究結果如下：

1.利用收購上市公司股票，並取得其經營控制權（俗稱借殼上市）被視為是迴避股票上市規定，藉以成為股票上市公司最快之方式。

2.在取得上市公司經營權後，借殼公司常利用改變或增加原上市公司營運項目或投資業務之方式以增加盈餘，製造獲利，其目的在辦理現金增資並擴充股本。

3.以股票向金融機構質押借款之高財務槓桿融資公司，當景氣不振，質押股票持續下跌時，是造成其挪用公司資金護盤的主要原因之一。

4.被借殼公司因「資產成長必然性」之結果，當金融或證券市場不景氣時，將使得借殼公司資金結構產生危機性。

　　期望本論文能作為從事高財務槓桿融資企業之警惕，及金融機構授信之借鏡，並喚起政府主管機關制定更週全完善之相關法令，以為規範。

關鍵字：財務危機、金融風暴、財務槓桿。

ABSTRACT

　　This research was to study the case and then to analyze, compare and synthesize the company backgrounds, operation and financial conditions. In addition, the paper was also to uncover the reasons that caused the crises of the enterprises and expose the problems behind. The conclusions are as follows:

1.Buying the shares of the listed companies to obtain the control right (going public under the guise of the listed company) is regarded as the best way to avoid the regulations of going public.

2.After obtaining the control right of a certain listed company, the “Figurative Company” would change or enlarge the operations or investment to increase the company’s profits, the purpose of which is to expand the investment by cash and increase the shares.

3.The financially leveraged margin trading company that borrows money from the financial institute with shares may embezzle the company’s capital to maintain its operation when the economy heads toward a recession and the hypothecation shares continue dropping.

4.The capital structure of the “Figurative Company” may be at risk due to the “necessity of asset growing” when the economic or security market slows down.

　　I hope the results of this research can be warnings to the financially leveraged margin trading companies and the mirror of the financial institutions, and to draw the government’s attention to establish sounder related regulations.

Keywords: financial crisis, monetary tempest, financial leverage

回目錄

技職體系企管類學制整體規劃之研究

THE STRUCTURE DESIGN FOR THE BUSINESS ADMINISTRATION PROGRAM OF THE TECHNICAL AND VOCATIONAL EDUCATION

摘要

　　最近政府對於技職教育提出許許多多的改革措施，但是在執行上仍然存在著一些問題和觀念落差，例如：各級學制定位不明、技職教育與普通教育沒有區隔、各學制師資合用且欠缺實務經驗、缺乏實習設備與師資、建教合作機構不足、證照制度未落實、教材重複或銜接不良、課程內容未能與企業所需及職業工作所用配合、教學評鑑未能真正發揮引導教學的功能、、、等。整體技職體系在學制規劃、教學內容、師資專長和教學方法、以及學生能力定位上，實有整體的規劃之必要。本研究採取訪談和問卷調查方式收集「教師對技職體系企管類學制各項教育活動內涵的看法」，找出問題點並提出整體規劃建議，包括建立技職教育的特色、清楚定位各級學制的目標及學生能力、訂定師資條件、規劃各學制課程架構，期望能作為各技職體系企業管理類科教育執行之參考。

關鍵字： 最近政府對於技職教育提出許許多多的改革措施，但是在執行上仍然存在著一些問題和觀念落差，例如：各級學制定位不明、技職教育與普通教育沒有區隔、各學制師資合用且欠缺實務經驗、缺乏實習設備與師資、建教合作機構不足、證照制度未落實、教材重複或銜接不良、課程內容未能與企業所需及職業工作所用配合、教學評鑑未能真正發揮引導教學的功能、、、等。整體技職體系在學制規劃、教學內容、師資專長和教學方法、以及學生能力定位上，實有整體的規劃之必要。本研究採取訪談和問卷調查方式收集「教師對技職體系企管類學制各項教育活動內涵的看法」，找出問題點並提出整體規劃建議，包括建立技職教育的特色、清楚定位各級學制的目標及學生能力、訂定師資條件、規劃各學制課程架構，期望能作為各技職體系企業管理類科教育執行之參考。

ABSTRACT

　　Recently the Taiwan government has proposed numerous measures to reform technical and vocational education. These legislative actions are moving in the right direction. However, in the execution process, problems and conceptual differences exist. It is necessary to plan and design the entire technical and vocational education process, particularly in the area of teaching content, teacher specialties, teaching methods and student capability assessment.

　　This study adopted samples using interviews and questionnaires to collect the point of view of teachers toward educational content activities, particularly in technical and vocational business administration programs. This study also attempted is to determine the extent of this problem and present a complete plan and proposal.

　　The plan includes developing the characteristics of technical and vocational education, clearly defining the system objectives and student capabilities, defining teacher qualification requirements, and planning the course framework in various school systems.

Keywords: technical and vocational education , business administration

回目錄