Multilayer Qfd Approach for Exploring Logistics Service Quality Solutions of Cross Border E-Commerce Operators: an Empirical Study on Asean Market

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基本資料

Project title

Code/計畫編號

MOST106-2410-H019-027

Translated Name/計畫中文名

應用多層次品質機能展開法探討提昇跨境電商物流服務品質方案之實証研究:以東協市場為例

Project Coordinator/計畫主持人

Sheng-Teng Huang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Transportation Science

Website

https://www.grb.gov.tw/search/planDetail?id=12483866

Year

2017

Start date/計畫起

01-08-2017

Expected Completion/計畫迄

31-07-2018

Bugetid/研究經費

449千元

ResearchField/研究領域

經濟學

"本計劃研究目的在於探討並改善跨境電商物流服務品質。根據台灣政府之『新南向政策』，跨境電商被視為進入東協數位消費市場之重點產業之一。看準東協巨大的市場潛力，著名的電商巨頭如中國大陸的阿里巴巴與日本軟銀也採取積極的市場擴展策略，這些國際的競爭者對台灣的跨境電商業者造成不小的壓力。為要在東協市場中保持競爭力，良好的物流服務品質為不可或缺的因子，進而輔助電商發展並滿足網購消費者。為使台灣跨境電商能成功在東協市場擴展，探討物流服務品質提昇方案是有必要的。東協市場的特色在於多樣的文化、種族、市場及政治的不確定性。這對於跨境電商之物流營運複雜度遠高於國內電商營運，因為跨境物流營運通常和國際運輸、海關程續、倉儲管理與當地配送有密切的關係。為此，有賴於運用先進及科學的研究方法來衡量物流服務品質，以找出合適的物流服務提昇方案。本計劃運用多層次品質機能展開之架構來評估跨境電商的物流服務品質，主要的理論貢獻在於運用良好的多層次品質機能分析架構來加強傳統品質機能展開架構之不足。傳統品質機能展開法在缺少預算分析和只考慮顧客服務方面常被批評而顯為不夠良好。多層次品質機能展開法可以藉由分析服務提供者(電商物流服務提供者)和顧客(線上購物者)兩方的服務需求來改良傳統品質機能展開法的缺點和不足。再者，相較傳統品質機能展開法只建構一個品質屋，本計劃將收集電商物流業者和線上購物者雙方資訊來建構雙品質屋以能更精確計算重要的技術需求。更藉由訪談電商物流業的專家與高階經理人，以獲得重要的技術需求權重，進而了解提昇物流服務品質解決方案。在此多層次品質機能展開法架構下，所得到之物流服務品質解決方案將會更為準確。本計劃之研究結果將提供給跨境電商營運者和『新南向』政策制定者物流服務品質改善方案，以做為決策支援工具以及政策制定的參考。""The aim of this project is to improve logistics service quality of cross border e-commerce business. According to Taiwan’s “New Southbound Policy”, cross border e-commerce is one of the most important industries for capturing fast growing ASEAN digital consuming market. To take advantage of ASEAN’s potential market power, famous Asian e-commerce giants such as Alibaba from China and Softbank from Japan also adopted aggressive market expansion strategies, and these global competitors deeply push lots of pressure on Taiwan’s e-commerce operators. To stay competitive in this market, excellent logistics service quality is indispensable for supporting the e-commerce business development for satisfying online shoppers. It is definitely necessary to deeply explore appropriate logistics service quality solutions for Taiwan’s cross border e-commerce operators to successfully expand in ASEAN market. ASEAN market is featured by its diverse culture, people, market uncertainty and political complexity. The logistics operation process of cross border e-commerce is much more complicated than domestic e-commerce operation because these operations may be closely related with international transportation, custom procedure, warehouse management and local delivery arrangement in this region. To accurately evaluate the logistics service quality requires sophisticated and scientific procedure to identify suitable logistics service solutions. Therefore, this project applies multilayer QFD method to evaluate logistics service quality of cross border e-commerce operator. The theoretical contribution of this project is to modify classic QFD framework by using sophisticated multilayer analysis method. Multilayer QFD framework may improve this shortcoming by evaluating the requirements from both service provider side (logistics service provider) and customer side (online shopper). Furthermore, rather than constructing one house of quality (HoQ) in classic QFD framework, the multilayer QFD framework will construct two HoQs from both logistics service provider and shopper to exactly compute the significant technical measures as logistics service solutions. The relative weight of technical measures could be gained after consultation with experts and practitioners. The logistics service quality solutions based on the technical measures may be more precise under multilayer QFD framework. The research findings will reveal managerial implication to e-commerce operators and “New Southbound” policy maker as decision support tool and policy making reference."

Keyword(s)

物流服務品質
多層次品質機能展開法
品質屋
跨境電商營運者
新南向政策
Logistics service quality
Multilayer QFD framework
House of quality
Cross border e-commerce operator
New Southbound Policy

DSpace CRIS

Multilayer Qfd Approach for Exploring Logistics Service Quality Solutions of Cross Border E-Commerce Operators: an Empirical Study on Asean Market

基本資料

Description