Discussion
讨论
Key service measurements from the perspective of the retailers
来自零售商视觉的主要服务测量
The first goal addressed in this study was what retailers perceive as the key measurements of service satisfaction. A series of statistics analysis for data collected from customer service survey identified 4 key service measurements: order & delivery efficiency, sales & promotion, post-sales support, and product. It is noted that 4 identified service measurements included all dimensions in the marketing mix of place, product, promotion and price. This study has not limited itself on physical distribution service area. More importantly, some retailers were invited to modify service items used in questionnaire. From retailers’ point of view, they evaluate perceived customer service as a whole instead of separating it into logistics area or marketing area. Thus identify service measurements captured the perspective of retailers.
在这项研究中涉及的第一个目标是什么样的零售商感知的服务满意度的关键测量。一系列的统计分析，从客户服务调查收集的数据确定了4个关键的服务测量：订单交付效率，销售和推广，售后支持和产品。值得注意的是，4个识别的服务测量包括营销组合中的所有尺寸的地方，产品，促销和价格。并不限于此研究的物理分配服务区。更重要的是，被邀请到一些零售商修改问卷中使用的服务项目。从零售商的角度来看，他们评估感知的顾客服务作为一个整体，而不是把它分成物流区域或营销区域。因此识别服务测量抓获零售商的角度来看。
On the other hand, all 4 service measurements have their own unique service characteristics associating with the footwear manufacturer-retailer environment.
First, “Order & Delivery Efficiency” refers to the manufacturer’s ability to provide easy-to-use order system and efficient delivery service. Consumer demands for footwear products are seasonal and influenced by fashion trend. High level uncertainty of demand forecast make retailers to keep minimum stock to avoid markdowns when season changes or fashion trend alters (Perry and Sohal 2000). On the other hand, ensuring that goods do not run out on retailer shelves is important, otherwise consumer may change to other retailers and loss of sales increases (McMichael et al. 2000). To achieve on-time, in-full supply to end-consumers while keep inventory as low as possible, retailers expect manufacturers provide order & delivery service in a quick response way. Furthermore, with increasing market competitive pressure, retailers are trying to shift their holding and distribution costs to manufacturers (McMichael et al. 2000). Frequent low volume delivery, tight time window, and high requirement on response to problem are found as the unique characteristics in Australian TCF manufacturer-retailer environment (Buxey 2005). Based on these explorations, it is not surprising that order & delivery performance was identified as key service measurement. For service items loaded to this measurement, stock and order systems, accuracy of order, completeness of order have relatively high impact degree. It also implies that manufactures should fulfill retailers order requirements in an efficient way.
首先，“网上订货及送货效率”指的是制造商的能力，提供易于使用的订单系统和高效的送货服务。
Second, “Sales & Promotion” is associated with good performance of sales people and attractive sales package. Good performance of sales people also includes sales people’s quick response to problems. Attractive sales package refers to competitive product price, good product package which meets retailer requirements, and efficient marketing activities for promotion. As mentioned in the precious introduction to Australian TCF industry, quotas were abolished by 2000, and import duties were down to 15 per cent for woven fabrics and footwear (Buxey 1999). With the policy changing, local retailing is dominated by several powerful chain stores that were quick to procure TCF lines offshore. Many retailers outsourced production to countries like China to reduce cost so that improve competitive advantages (Colebatch 1997; Kennedy 1998). They sourced from suppliers depending on quality, price, and response times. Retailers are able to switch suppliers if similar quality and reliability can be obtained at lower cost (Webber and Weller 2001). From this point of view, attractive sales package and good performance of sales people are important parts of service measurements.
二，“销售及推广”相关销售人员和有吸引力的销售包装具有良好的性能。性能好销售人员，还包括销售人员的快速反应问题。有吸引力的销售包装是指有竞争力的产品价格，良好的产品封装形式，符合零售商的要求，高效的营销推广活动。
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Third, “Post-sales Support” includes clarity and accuracy of dispatch documents, clarity and accuracy of invoice, and post-sales service. Post-sales service refers to return handling, customer complaints and other customer requirements after product delivery. High quality trading documents avoid additional time or cost occurs for correcting documents errors. Eliminating inefficiencies from the entire supply chain could assist manufactures service retailers in a Quick Response way (McMichael et al. 2000). In addition, retailers aim to provide superior customer service to consumers to maintain consumer loyalty. Manufacturer’s good performance of post-sale service will assist retailers serve consumer more efficiently.
三，“售后技术支持”，包括调度文件的清晰度和准确度，清晰度和准确性发票，售后服务。售后服务是指产品交货后返回处理，客户投诉和其他客户的要求。
Finally, “Product” refers to product quality and variety. High level of product variety provides more choice to consumers. These criteria are critical in fashion retailing.
最后，“产品”指的是产品的质量和品种。高水平的产品品种，提供给消费者更多的选择。这些标准是在时装零售业的关键。
Relative impact of service measurements
服务测量的相对影响
Exploring the impact degree of each service measurements on overall retailer satisfaction will help Crocs Australia develop and implement effective service quality improvement policies. According to the analysis results presented in the findings section, two service measurements had significant and positive impacts on overall retailer satisfaction. They were, in descending order of importance sales & promotion, order & delivery performance. Crocs Australia needs to pay special attention on these measurements. More importantly, sales people performance and response to problem had relative high impact degree on sales & promotion. These two items should be put as first priority to improve. For measurement “order & delivery performance”, item “stock and order systems”, “accuracy of order” and “completeness of order” had higher impact degree and should be allocated sufficient resources to improve. For the other two service measurements, “post-sales support” and “product”, had little impact on overall retailer satisfaction.
探索每个服务的影响程度，整体零售商满意度的测量，将有助于澳大利亚Crocs的制定和实施有效的服务质量改善政策。根据调查结果部分的分析结果，两个服务测量零售商整体满意度进行了重大和积极的影响。
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