摘要

分類是研究的第一步，服務業理必須基於有意義的分類，才

可能提出規範性的結論。此外，服務業的無形產出，必須透過細緻的

服務傳送系統設計來傳遞給顧客。因此服務業的研究首要工作，在從

抽象的層次中提出對服務業無形特性的有效分類。經由文獻檢討及實

務觀察，本文提出三項服務業的產出分類構面:經濟性、社會性及心

理性利益，稱之為服務核心。以此三構面將台北市的服飾零售業分為

四種類型:經濟心理性、心理性、混雜性及經濟性零售店。各類型零

售店中較績優者，相互之間服務傳送系統的差異非常明顯，顯示績效

的殊途同歸性是明顯的。用一類型零售店組內的比較分析中，以類神

經網路求得影響績效最重要的服務傳送系統項目:經濟心理性最重要

的活動與商品無直接的關連;心理性零售店最重要的是人員專業性與

商品風格與品味;經濟性零售店的服務傳送系統則是愈簡單愈好。文

末並提出相關的討論是建議。

---

ABSTRACT

keywords: service industry, service core, service delivery

system, retail industry， neural network

Classification is the first step for research. Normative

suggestions cannot be provided unless meaningful

classification is available in service management.

Meanwhile, intangible output in service organizations

usually is transferred to customers through delicate service

delivery system. Therefore the primary task in service

management research is to devise efficacious, theoretical

classifications to govern inherent intangibility in service

management. Through literature review and field study, this

paper proposed three classifying dimensions for fashion

retailing, which were termed service cores consisting of

economic , social , and psychological benefits. Based on these

three dimensions, four types of retailing firms were derived

with clustering analysis: eco-psychological, psychological,

and economic types. Between groups, better performers were

extracted to compare with each other， which demonstrated the

significances of equifinality towards performance and

differences between these four retailing types. Within

groups, neural network analysis was employed to determine

important factors in service delivery system. In

eco-psychological type, important factors were irrelevant to

merchandises. Professional salespersons and special

merchandise were critical to psychological stores. Better

economic stores were all rated low in most delivery

activities. Relevant suggestions and discussions were given

to conclude the findings.