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研究生: 楊雅惠
Ya-hui Yang
論文名稱: 隨行POS銷售系統價值分析
A Value Analysis of Mobilized POS system
指導教授: 曾盛恕
Seng-Su Tsang
口試委員: 劉恒逸
Heng-Yih Liu
陳崇文
Chung-wen Chen
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 44
中文關鍵詞: 零售業POS系統自助服務顧客滿意
外文關鍵詞: Retailing, POS system, SSTs, Customer satisfaction
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零售業的興起,提供消費者更多元的購物休閒生活。為了賣場經營效益,與POS系統相關的各種軟硬體設備不斷開發。然而POS系統提供的服務過於片面。
本文旨在提出結合傳統POS系統與行動服務,探討零售業POS系統的未來發展概念﹣隨行POS系統。希望透過討論隨行POS系統的發展潛力以及優勢,提供零售業者未來服務創新的發展建議。隨行POS系統的主要構念為運用高普及率的行動裝置,結合傳統POS系統、雲端科技以及條碼的應用,除了提供迅速的結帳服務之外,也幫助業者更貼近消費者的需求。
隨行POS系統的基本構念為傳統POS系統與自助服務的結合,所以隨行POS系統預期具備基本構念的優勢,也存在與其相似的限制因素。透過剖析兩者的優勢與限制,再透過服務創新架構分析(Meiren & Kim, 2010),說明兩者的功能差異。分析結果建議,隨行POS系統成功結合傳統POS系統、自助結帳服務、行動數位內容以及行動經濟等概念,可以提供更彈性也更全方位的服務。
透過探討隨行POS系統的未來發展趨勢,期許本文可以提供台灣的零售業者更多資訊,助其了解如何運用以行動經濟為基礎的隨行POS系統來增加銷售、以及企業永續經營的願景,將隨行POS系統由構念逐步進化為實務操作,為零售業帶來服務的革新與企業永續經營的新里程碑。
關鍵字:零售業,POS系統,自助服務,顧客滿意


The upsurge of the retail industry benefits modern consumers with variable shopping and casual lives. Various soft wares and electronic devices were designed to help with the sales and inventory management in retailer business; where POS system stands out. Although the development of software and hardware relate to POS system continues to grow, still the service function of POS system remains limited.
Mobilized POS system is expected to speed up the check out service process, as well as proving more informative data; what generated during consumers’ purchase process; to help retailers with decision makings on which product to sell that will service its consumers demand better.
Mobilized POS system is a combination of traditional POS system and SSTs (self service technology system). It is suggested that Mobilized POS system will embrace the strength for both traditional POS system and SSTs; yet have the same limitation from both factors. In this thesis author intend to explain the differences between traditional and mobilized POS system by utilized service innovation frame (Meiren & Kim, 2010), together with analyzing the strength and limitation between two systems.
The analysis is done by various thesis reviews and author’s decade working experience in retailer business. The result suggests that Mobilized POS system successfully coordinated the concepts of traditional POS system, SSTs and Mobile commerce; which provides service that more suitable to consumers in all aspects.
Mobilized POS system is expected to help retailer in TW to increase the sales and company growth vision in the near future. In the case of transitioning from theories concept into practical process, Mobilized POS system will be the future landmark for retailer business.
Keyword: Retailing, POS system, SSTs, Customer satisfaction

1. 緒論 1 1.1. 背景與動機 1 2. 文獻探討 3 2.1. 零售業的現況與發展 3 2.1.1. 零售業的定義 3 2.1.2. 外部競爭與內在優勢分析 4 2.1.3. 定價策略與促銷活動的運用 4 2.1.4. 零售業的創新發展 5 2.1.5. 零售業的優勢與機會 6 2.2. 顧客滿意價值分析 7 2.2.1. 服務瑕疵 8 2.2.2. 消費情感的建立 9 2.2.3. 消費者忠誠 10 2.2.4. 顧客的感知價值 11 2.2.5. 賣場氛圍 11 2.2.6. 消費者預期與群眾管理 12 2.2.7. 服務改善 13 2.3. POS系統與POS資訊的營運效益 14 2.3.1. POS系統 15 2.3.2. POS資訊 15 2.4. 自助服務科技系統 16 2.4.1. 系統簡介 16 2.4.2. 消費者技術指數 17 2.4.3. 自助服務與消費者滿意 18 2.4.4. 自助服務的延伸應用 19 2.5. 自助服務科技於零售業的應用 20 2.5.1. 零售業自助服務系統的發展 20 2.5.2. 消費者對自助服務系統的接受度差異 21 2.5.3. 自助服務模式 21 2.5.4. 自助服務的限制 22 2.5.5. 自助服務的未來發展 23 2.5.6. 自助服務系統的隱憂與省思 23 2.6. 隨行POS系統的發展構念與潛力 24 2.6.1. 隨行POS系統的應用 25 2.6.2. 隨行POS系統的行銷策略制定 26 3. 研究方法 27 4. 分析結果 27 4.1. 服務創新架構分析 27 4.2. 前台計劃階段 30 4.2.1. 訂價策略 30 4.2.2. 促銷活動執行計劃 30 4.2.3. 陳列規劃與賣場氛圍營造 30 4.3. 後台計劃階段 31 4.3.1. 銷售分析 31 4.3.2. 商品決策 32 4.3.3. 消費族群偏好管理 32 4.4. 前台執行階段 33 4.4.1. 服務改善計劃 33 4.4.2. 促銷計劃執行 33 4.4.3. 競爭者回應 33 4.4.4. 服務與服務補救執行 34 4.5. 後台執行階段 34 4.5.1. 庫存管理 34 4.5.2. 收貨/理貨流程管理 35 4.5.3. 賣場動線管理 35 4.5.4. 關店查核作業 35 4.5.5. 人員服務管理 36 4.5.6. 消費者管理 36 5. 結論與建議 36 5.1. 隨行POS系統的實務操作 36 5.2. 未來研究建議 37 參考文獻 38   圖目錄 圖 1 企業服務品質資訊需求 13 圖 2 SSTS的應用範疇及範例 17 圖 3 B2B商業關係中之科技與服務互動模式 19 圖 4 蘋果行動裝置EASYPAY購物流程示意圖 25 圖 5 零售業的服務創新架構 28 表目錄 表 1 傳統POS與系統與隨行POS系統的功能差異說明 29

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