隨著技術科技的不斷進步，伴隨著行動裝置的盛行，消費者能夠選擇的購物型態愈趨多元，為了提高消費者的吸引力，許多企業開創了全通路零售時代，業者除了能夠與消費者有更多的接觸點外，互聯網、大數據及人工智慧等技術科技更帶來了服務、體驗及時間的優化。此外「以消費者為中心」是全通路零售發展的最終模式，期望能為消費者提供多樣化服務及創新的購物體驗，而業者必須了解何種服務才能滿足消費者真正的需求，因此建構出全通路零售服務指標的研究有其必要性與重要性。
本研究藉由文獻回顧的方式找出全通路零售服務指標之內涵，將全通路零售的服務指標分為四大主準則:「Online to Offline」、「Offline to Online」、「Offline to Offline」、「Online to Online」，而主準則下，共彙整出二十六項次準則。另外本研究採用兩階段的方式來建構層級架構，首先利用修正式德菲法，分別以行銷專家及消費者作為研究對象，利用立意抽樣分別選取9位及8位可配合之受測者進行相關問卷調查，來彙整其意見來形成完整的指標要素，續將以模糊層級分析法來分析出各指標的相對重要性，並藉由兩方的看法來評估出各項目之重要程度，最後排序出其關鍵指標。
本研究發現，行銷專家群在全通路零售指標所評選結果中，四種指標Online to Offline、Offline to Online、Offline to Offline、Online to Online依序為取貨便利性(0.290)、資訊一致性(0.255)、安全性(0.310)、簡易操作(0.376)最為重要，而消費者端則依序認為安全性(0.312)、資訊一致性(0.442)、取貨便利性(0.338)、客戶服務(0.421)為主要關鍵服務。從雙方的評選結果中，期望除了讓消費者們能夠了解未來零售業的服務發展走向外，對於未來的零售業業者也能提供相關營運之建議。

Following the increasingly wide applications of mobile devices, the Internet, big data, and artificial intelligence, the shopping channels available to consumers have become more diverse. Consumers can shopping in every channel. In order to increase the attractiveness of consumers, many companies have created an omni-channel retailing. In addition to being able to get more points of contact with consumers, the technology technologies such as the Internet, big data and artificial intelligence bring more services, experience and time optimization. Besides, "consumer-centric" is the most important in omni-channel retailing, and it is expected to provide consumers with customized services and innovative shopping experiences. The operator must understand what services are consumers most need. Therefore, the establishment of omnichannel retailing service indices is necessary and crucial.
This study identified the connotation of the omni-channel retailing service index by means of literature review, and divided the service indicators of the omni-channel retailing into four major principles: 「Online to Offline」、「Offline to Online」、「Offline to Offline」、「Online to Online」. Under the main criteria, a total of twenty-six secondary principles were collected. In addition, this study used a two-stage approach to construct a hierarchical structure, the first researcher used the modified Delphi method, and marketing experts and consumers was research subjects. Used the purposive sampling to select 9 and 8 subjects who can cooperate with the questionnaires to collect their opinions and complete service element. Next, FAHP is used to analyze the relative importance of each indicator, and the importance of each item was evaluated by marketing experts and consumers’ views. Finally, the key indicators were sorted out.
This study found that the results of the omni-channel retailing indicators, marketing experts consider collecting goods(0.290)、information consistency (0.255), security (0.310), ease-of-use(0.376) as the most crucial service indices, whereas consumers consider security (0.312), information consistency(0.442), convenience in collecting goods(0.338), customer service (0.421) whereas consumers consider. From the results of the two research subjects, it is expected that in addition to allowing consumers to understand the future development of the retail industry, the future retail industry can also provide relevant operational advice.

目錄
第一章 緒論.........................1
第一節 研究動機.....................2
第二節 研究目的.....................4
第三節 名詞釋義.....................5
第二章 文獻探討.....................6
第一節 全通路零售....................6
第二節 全通路零售與服務之相關研究.....32
第三節 全通路零售之服務指標..........38
第四節 修正式德菲法..................43
第五節 模糊層級分析法................49
第三章 研究方法.....................60
第一節 研究流程與架構................60
第二節 研究對象.....................61
第三節 研究工具.....................62
第四節 資料分析.....................66
第四章 研究結果.....................67
第一節 專家及問卷資料分析............67
第二節 修正式德菲法問卷之結果分析.....69
第三節 模糊層級法問卷之結果分析.......72
第五章 結論與建議....................77
第一節 結論.........................77
第二節 討論.........................79
第三節 研究建議.....................82
第四節 研究限制.....................85
參考文獻...............................86
附錄一 修正式德菲法問卷..............96
附錄二 模糊層級分析法問卷............103

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何佩珊(2018年5月5日)。一句新零售，阿里巴巴把市場放大了6倍。數位時代。取自 https://www.bnext.com.tw/
何佩珊(2018年7月18日)。X-STORE 2號店啟用，7-11朝一店雙區型態測試。數位時代。取自 https://www.bnext.com.tw/
余至浩(2018年1月25日)。深度直擊全球Amazon首家無人商店，Amazon Go維運關鍵大公開。iThome。取自 https://www.ithome.com.tw/
吳瑞達(2018年5月5日)。阿里2018財年營收大增58％。中時電子報。取自 http://www.chinatimes.com/
邱莉燕(2018年1月30日)。盒馬鮮生便利菜籃族App選購半小時送到家。遠見雜誌。取自 https://www.gvm.com.tw/
邱惠恩(2018年7月18日)。小7再出招 無人超商升級開幕。聯合新聞網。取自 https://udn.com/news/index
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施芝吟(2018年1月29日)。7-11首家無人店 在總部亮相。大紀元。取自http://www.epochtimes.com/b5/ncid1184623.htm
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陳曉莉(2018年4月27日)。Amazon第一季財報：雲端營收成長49%，將Prime訂閱費從99美元提高到119美元。iThome。取自 https://www.ithome.com.tw/
陳穎芃(2018年1月22日)。亞馬遜無人商店Amazon Go周一開幕。中時電子報。取自 http://www.chinatimes.com/
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楊雅民(2018年1月29日)。7-11無人商店X-STORE曝光 採臉部辨識消費結帳。自由財經。取自 http://ec.ltn.com.tw/
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廖元鈴(2018年8月2日)。「無人」體驗熱！從阿里巴巴的淘咖啡到7-11的X-Store，他們看中什麼商機。今周刊。取自https://www.businesstoday.com.tw/
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蔡茹涵(2019年3月20日)。小七無人店計畫喊卡》高科技為何敵不過傳統店員？看超商龍頭統一用千萬成本換來的3個體悟。商周。取自 https://www.businessweekly.com.tw/
鄧天心(2018年7月17日)。7-11 第二家無人商店 X-Store 信義區開幕：科技感滿分，但是個不完美的解決方案。科技報橘。取自https://buzzorange.com/techorange/
嚴雅芳(2018年7月18日)。小7首間24小時無人店「X-STORE」2號店來了。聯合新聞網。取自 https://udn.com/news/index