劉彩霈陳俊良2025-08-272025-08-272024-09-24U0061-0407202416201200https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-0407202416201200https://nutcir-lib.nutc.edu.tw/handle/123456789/1126一、研究目的：直銷作為一種特殊的銷售模式，其成功與否與顧客的密切互動及商品的快速送達息息相關。在這樣的商業環境中，物流服務品質的高低對於直銷業的生存和發展至關重要。本研究旨在深入探討直銷業對物流服務品質的具體需求，並提出可行的改善策略。 二、研究方法：本研究於民國113年3月21日至113年4月10日期間進行，透過Survey Cake問卷平台進行調查，採用便利抽樣法邀請直銷商參與線上問卷調查。 三、研究結果：本研究共發出320份問卷，扣除無效問卷13份，最終獲得有效問卷307份，有效回收率達95.9%。收集的問卷數據運用SPSS軟體進行描述性統計和重要度-表現分析法 (Importance-Performance Analysis, IPA)統計分析。 四、研究貢獻：根據分析結果，共有四個物流服務品質要素落在第二象限的優先改善區，分別是「配送外箱完整無破損」、「宅配公司信譽良好」、「配送貨品數量正確」以及「公司快速回應顧客詢問」。建議優先改善這四項要素，以提升整體服務品質。Purpose: Direct selling, as a unique sales model, heavily relies on close interaction with customers and the prompt delivery of products for its success. In such a business environment, the quality of logistics services is crucial for the survival and development of the direct selling industry. This study aims to delve into the specific needs of the direct selling industry regarding logistics service quality and propose feasible improvement strategies. Method: This study was conducted from March 21 to April 10, 2024, using the Survey Cake platform to distribute questionnaires. Convenience sampling was employed to invite direct sellers to participate in the online survey. Findings: A total of 320 questionnaires were distributed, and after excluding 13 invalid responses, 307 valid questionnaires were obtained, resulting in an effective response rate of 95.9%. The collected data were analyzed using SPSS software for descriptive statistics and Importance-Performance Analysis (IPA). Contribution: According to the analysis results, four logistics service quality factors were identified as high-priority improvement areas in the second quadrant, namely "delivery boxes are intact and undamaged," "courier company has a good reputation," "correct quantity of delivered goods," and "company quickly responds to customer inquiries." It is recommended to prioritize the improvement of these four factors to enhance overall service quality.zh直銷物流服務品質IPAdirect sellinglogistics service qualityIPAmaster thesis