SERVICE QUALITY ASSESSMENT OF FREE TRADE PORT ZONE USING MULTILAYER QUALITY FUNCTION DEPLOYMENT: AN EMPIRICAL STUDY IN TAIWAN

摘要

The aim of this paper is to improve the service quality of Taiwan's free trade port zone (FTPZ), which is the key facilitator for trade activities and economic growth. However, high service quality is important to satisfy FTPZ's users, investors, and other stakeholders. This study evaluates the service quality of the FTPZ using the multilayer quality function deployment (QFD) technique. Many previous studies on the FTPZ only focused on the points of view of manufacturers, logistics companies, and cargo owners, whereas a service provider (such as the Maritime Port Bureau) has a different viewpoint. To fill this gap, we evaluate the FTPZ's service quality by proposing a multilayer QFD analysis that considers both the customer's and the service provider's perspectives, with results nearly similar to the actual service quality. By completing the house of quality (HoQ), the voice of the customer and voice of the service provider may be transformed into technical solutions to enhance service quality. The results offer three important technical solutions: "Strengthening information and technology systems," "Coordination and unified regulations," and "Constructing automated road and regulation systems." The study offers practical implications for policymakers, business practitioners, and other FTPZ stakeholders in Taiwan.