Strengthening the service functions of the direct marketing centers for fishing products
Authors: Tzong-Ru Lee, Ching-Yu Huang
Journal: Chiao Da Management Review. Jun. 2008, 28(1): 1-35.
Keywords: The direct wholesale center for fishing products; Grey relational coefficient; Kano model; Service quality
Abstract:
Since the Taiwanese government began to make great efforts to promote the leisure fishing industry, many direct wholesale centers for fishing
products have been established in Taiwan. This has added new scenic spots for the public to enjoy on the weekends as well as helped to promote
local leisure fishing businesses. Unfortunately, many of the fishing-product wholesale centers have recently suffered decreasing revenues as a
result of decreased tourism. This study uses the interview method to make an in-depth investigation of the current operating situation of the
direct marketing centers, and quantitatively analyzes their competitive advantages and quality of service. This article is divided into two
parts: The first part analyzes the internal and external competitive environments from the viewpoint of management using the Grey relation
coefficients, and the second part analyzes the quality of service from the viewpoint of customers. We use the Kano model to classify the
attributes of service quality and to calculate the quality improvement index to find out which areas are in need of improvement. Finally, based
on the feedback from both owners and customers, we recommend ways to strengthen the service quality of the direct marketing centers in the
future.