NET & UNIQLO統計分析

Abstract

中文摘要 本組利用實體店面外、網路 google 表單兩種渠道，進行問卷數據調查、收集資料，對兩間知名服飾店UNIQLO和NET進行服務品質五大構面、顧客滿意度、忠誠度分析，使用兩母體平均數分析、單因子分析、卡方分析和迴歸分析統計工具加以輔助，分析問卷數據，以期從研究結果中得出兩家店面主要的客源以及其所需提升的服務品質面向，最終給出兩家店發展以及解決問題之建議。 透過服務品質五大構面來進行各個構面的迴歸分析，找出 UNIQLO 、 NET 各自的重要構面，並將具有解釋能力構面的每個題目進行平均數的計算，挑選出平均數較低（較需改善）的項目，擬定改善方案，作為將來 UNIQLO 、 NET未來改進之目標方向。 NET可以改善可靠性的服務貼心程度，在遇到困難時，服務人員能提供即時的幫助，並且讓顧客覺得服務人員是值得信賴的、有真誠的態度。回應性是門市人員可以即時處以顧客所遇到的問題，樂於幫助顧客，以滿足顧客的需求，不會因為忙碌而忽略顧客需求 。有形性是門市整體給顧客的感覺，包括門市裝潢對顧客的吸引力，內部的環境整潔、動線上的規劃設計、員工服裝是否整齊一致。 UNIQLO可以改善回應性是門市人員可以即時處以顧客所遇到的問題，樂於幫助顧客，以滿足顧客的需求，不會因為忙碌而忽略顧客需求 。關懷性是服務人員會關心顧客的購買狀況，能了解顧客的需求，門市營業時間也符合顧客期望。有形性是門市整體給顧客的感覺，包括門市裝潢對顧客的吸引力，內部的環境整潔、動線上的規劃設計、員工服裝是否整齊一致。 經由以上分析，我們建議 UNIQLO、NET 能從以上敘述之項目最先著手改善，方能有效提升顧客之滿意度。

Abstract This group used two channels outside the physical store and online Google forms to conduct questionnaire data surveys and collect information. It analyzed the five aspects of service quality, customer satisfaction, and loyalty of two well-known clothing stores, UNIQLO and NET, using two matrices. Mean analysis, single factor analysis, chi-square analysis and regression analysis statistical tools were used to assist, and the questionnaire data was analyzed in order to obtain the main customer sources of the two stores and the service quality aspects that need to be improved from the research results, and finally gave The development of the two stores and suggestions for solving problems.

Through the five major aspects of service quality, we conduct regression analysis on each aspect to find out the important aspects of UNIQLO and NET, and calculate the average of each question with the explanatory ability aspect, and select the ones with lower averages. For projects that require improvement (mostly in need of improvement), an improvement plan will be drawn up as a target direction for future improvements of UNIQLO and NET.

NET can improve reliability and considerate service. When encountering difficulties, service personnel can provide immediate help and make customers feel that service personnel are trustworthy and have a sincere attitude. Responsiveness means that store staff can immediately solve the problems encountered by customers, are willing to help customers to meet customer needs, and will not ignore customer needs because they are busy. Tangibility refers to the overall feeling of the store to customers, including the attractiveness of the store decoration to customers, the cleanliness of the internal environment, the planning and design of the circulation line, and whether the employees' clothing is neat and consistent.

UNIQLO can improve responsiveness so that store staff can immediately solve the problems encountered by customers, be willing to help customers to meet customer needs, and will not ignore customer needs because they are busy. Caring means that the service staff will care about the customer's purchasing status, understand the customer's needs, and the store opening hours will also meet the customer's expectations. Tangibility refers to the overall feeling of the store to customers, including the attractiveness of the store decoration to customers, the cleanliness of the internal environment, the planning and design of the circulation line, and whether the employees' clothing is neat and consistent. After the above analysis, we suggest that UNIQLO and NET can start to improve the items described above in order to effectively improve customer satisfaction.