應用IPA法探討官兵對營區超商及營站之服務滿意度-以北區某新兵訓練中心為例

連鎖式便利商店在臺灣已是很成熟的產業，具備大量營業據點的優勢，提供顧客時間、距離上的便利，產品多樣性與服務的多元化，順應現在生活型態與消費趨勢變化，已成為日常生活消費之常態，國軍自民國86年起，組織精簡政策，造成兵力大幅縮減，直接影響營站經營績效，但為提升官兵福利及分攤經營成本，遂引進連鎖超商，改善官兵生活便利性。本研究個案之連鎖便利商店，與營站同樣面臨兵源減少導致業績下滑的窘況，欲以重要度績效分析(Importance-Performance Analysis;IPA)，探討官兵對營區內服務品質的重要程度及滿意程度之探討。並由417位官兵的問卷調查中獲得寶貴的數據，本研究結果發現需優先改善的為，購物動線、結帳速度迅速正確、服務人員態度及價格被官兵認為是既重要，且對目前現況服務滿意度感覺不佳的項目，應被認為最需要立刻被改善的項目，以本研究個案為例，IPA分析法確實適合分析、診斷門市狀況，提供立即改善的建議，這些立即改善措施，對於官兵對服務品質的滿意度會有很大的裨益。

Retail Store chains in Taiwan are a mature industry with the advantages of having a large number of business branches, offering customers convenient opening hours and locations within walking distance, providing a variety of products and services, and conforming to the trends of consumers’ lifestyle and behavior. Convenience stores have become a prevalent part of daily life including that of the military. Since 1986, the national army has refining programs to substantially reduce the number of soldiers,which has a direct impact on the business performance of retail store and post exchanges located on military bases. The purposes of bringing in the convenience store chains are to improve soldiers’ benefits and share operating costs. The decline of the business performance of the convenience store in this study is associated with the following possible factors: the recruitment of military trainees, changes in training and vacation arrangement, and the reduction of troops.
This study uses the importance-performance analysis (IPA) to discuss the satisfaction among soldiers and officers with the convenience store located in the military center. This study surveyed 417 officers and trainers. The findings identified help to establish priorities for future enhancements including shopping traffic flow, the speed and accuracy of the cashier, price, and service attitude. The results also suggest the immediate improvement of some unsatisfactory areas. The advantages of the IPA lie in analyzing and diagnosing stores and providing feedback promptly, which also significantly improve satisfaction with service quality.