臺灣博碩士論文加值系統

華人旅客人數逐年上升。不管身在哪個國家或地區，很多飯店都以華人作為目標顧客群。飯店產業近年積極使用網路資源向顧客推廣和互動。飯店網頁的服務品質變得重要。
過去的研究都以單一維度方式衡量飯店網頁服務和顧客滿意度。然而，並非所有的品質要素與消費者滿意程度相關，Kano服務品質模式以二維方式衡量，更可準確了解顧客對各項品質要素的觀點和滿意程度。本研究使用Kano二維服務品質模式探究華人旅客對飯店網頁服務品質的要求，並建構包含九個構面的服務品質模型，共衍生出38個服務品質題項。本研究結果顯示飯店網頁的38項服務品質題目中12項為當然品質、14項為一元品質、11項為魅力品質和1項為無差異品質。
在設計網頁時或網頁發佈前，飯店網頁服務品質應包含和注重潛伏型構面。主動型構面則應在網頁維護時特別注重。此兩大類型構面讓業界更了解在不同的網頁發佈階段，應較注意何種類型之構面。

There is an increase of Chinese people traveling. Many hotels in different regions or countries target Chinese tourists as their major customers. In addition, the current trend in the hotel industry appears to shift more resources to the use of the Internet when interacting with and promoting to customers. Emphasizing the service quality of hotel websites becomes important.
Traditional ideas used one-dimensional method to measure quality attributes and customer satisfaction. However, quality attributes and customer satisfaction are not always in one-dimensional relationship. Customer satisfaction is not always proportional to how fully functional the service is. With the help of Kano two-dimensional method, customers’ ideas of quality are made clear. Kano model is used to investigate the quality attributes of hotel websites required by Chinese people.
A model of 9 dimensions, which develop 38 measuring components, is constructed. The results show that there are 12 must-be quality attributes, 14 one-dimensional quality attributes, 11 attractive quality attributes and 1 indifferent quality attribute in the hotel websites.
Hotel managers should focus more on incubative dimension before a website is launched. The majority of elements in the active dimension can be developed and maintained when the website is in use. Managers may realize what dimensions of quality service should be focused on as at different stages of launching websites.

Chapter 1 Introduction 1
1.1 Research background 1
1.2 Motivation 3
1.3 Purpose of the study 6
1.4 Research scopes 8
1.5 Organization of the study 9
Chapter 2 Literature review 11
2.1 Service quality of website 11
2.2 Service quality of website in hotel industry 14
2.3 Dimensions of service quality of website in different industries 16
2.4 Kano two-dimensional quality model 29
2.4.1 Definition of two-dimensional quality 29
2.4.2 Application of two-dimensional quality model 33
Chapter 3 Methodology 37
3.1 Research framework 37
3.2 Exploration of service quality of hotel websites 38
3.2.1 Dimensions of service quality of hotel websites 39
3.3 Data collection and analysis 47
3.3.1 Data collection and sample 47
page
3.3.2 Statistical analysis for questionnaires 48
3.3.3 Data analysis of pre-test 49
3.3.4 Questionnaire in Kano model 55
Chapter 4 Analysis results 59
4.1 Descriptive statistics 59
4.2 Reliability analysis 61
4.3 Classification of quality attributes 61
4.4 Difference in classification of quality attributes by demographic variables 72
4.5 Comparison of the Results of this Study and Other Literatures 79
4.6 Managerial Implications 85
4.6.1 Focus of incubative dimensions before launching the hotel websites 85
4.6.2 Focus of active dimensions when maintaining the hotel websites 87
4.6.3 Appropriate process of reservation 89
4.6.4 Implementation of online membership registration 89
4.6.5 Trends towards hotel APP and QR code 90
4.7 Reference of good hotel websites in the world 91
Chapter 5 Conclusion 95
5.1 Conclusions of research results 95
page
5.2 Research Limitations 96
5.2.1 Large population of mainland China 96
5.2.2 Diversification of measuring components in the questionnaires 97
5.2.3 Experience of using the online hotel reservation 97
5.3 Recommendations for future research 98
5.3.1 Further investigation in different regions of Mainland China 98
5.3.2 Instructions for filling in Kano questionnaires 98
References 99
Appendix I – Data and classification of quality attributes of hotel websites 107
Appendix II – Kano questionnaire (traditional Chinese version) 111

References
1.林芷薐、程建銘、馬志豪(2011)。以Kano二維模型探討醫療服務品質與住院病患滿意度之研究：以中部某區域型醫院為例。修平學報，23 103-132。
2.張瑜昕(2011)。應用Kano二維品質模式探討消費者購買行為—以家具產業為例。東海大學工業設計學系所未出版碩士論文，台中。
3.黃泳憲(2011)。以二維品質探討網站購物平台經營關鍵成功因素 – 以中國市場為例。天主教輔仁大學企業管理碩士在職專班未出版碩士論文，台北。
4.楊棠堯、蔡燿全(2002)「年輕網路族對入門網站線上服務服務品質之評估準則與滿意度分析」。中華管理學報，3(2)，31-46。
5.Aladwania, A. M., & Palviab, P. C. (2002). Developing and validation an instrument for measuring user-perceived web quality. Information & Management, 39(6), 467-476.
6.Au Yeung, T., & Law, R. (2004). Extending the modified heuristic usability evaluation technique to chain and independent hotel websites. Hospitality Management, 23(3), 307-313.
7.Au Yeung, T., & Law, R. (2006). Usability evaluation of Hong Kong hotel websites. Journal of Hospitality & Tourism Research, 30(4), 452-473.
8.Bai, B., Hu, C., & Jang, S. C. (2006). Examining e-relationship Marketing features on hotel websites. Journal of Travel & Tourism Marketing, 21(2/3), 33-48.
9.Bayraktaroglu, G., & Ozgen, O. (2008). Integrating the Kano model, AHP and planning matrix: QFD application in library services. Library Management, 29(4/5), 327-351.
10.Berger, C., Blauth, R., Boger, D., Bolster, C., & Burchill, G. (1993). Kano’s methods for understanding customer-defined quality. Center for Quality Management Journal, 2(4), 3-36.
11.Chatterjee, P., & Wang, Y. (2011). Online comparison shopping behavior of travel consumers. Journal of Quality Assurance in Hospitality & Tourism, 13(1), 1-23.
12.Chen, L. F. (2011). A novel approach to regression analysis for the classification of quality attributes in the Kano model: An empirical test in the food and beverage industry. The International Journal of Management Science, 40(2012), 651-659.
13.Chung, T., & Law, R. (2003). Developing a performance indicator for hotel websites. Hospitality Management, 22(1), 119-125.
14.Countryman, C. C. (1999). Content analysis of state tourism web sites and the application of marketing concept. Proceedings of the fourth annual conference on graduate education/ graduate student research in hospitality & tourism, U.S.A., 210-218.
15.Cristobal, E., Flavian, C., & Guinaliu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 3(17), 317-340.
16.Dholakia, U. M., & Rego, L. L. (1998). What makes commercial Web pages popular? An empirical investigation of web page effectiveness. European Journal of Marketing, 32(7/8), 724-736.
17.Elliott, K. M., & Meng, J. G. (2011). Hotel website information: How satisfied are customers with what hotels provide? International Journal of Business Strategy, 11(1), 22-39.
18.Gan, L., Sim, C. J., Tan, H. L., & Tan, J. (2006). Online relationship marketing by Singapore hotel websites. Journal of Travel & Tourism Marketing, 20(3/4), 1-19.
19.Gilbert, D., & Pwell-Perry, J. (2003). Exploring developments in web based relationship marketing within the hotel industry. Journal of Hospitality & Leisure Marketing, 10(3/4), 5-24.
20.Gisela, M., Zhang, P., & Small R. (1999). Quality websites: An application of the Kano model to website design. Proceedings of the Fifth Americas Conference on Information Systems, U.S.A., 898-900.
21.Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60, 50-68.
22.Huiskonen, J., & Pirttila, T. (1998). Sharpening logistics customer service strategy by planning by applying Kano’s quality element classification. International Journal of Production Economics, 56, 253-260.
23.Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must-be quality. The Japanese Society for Quality Control, 14(2), 39-48.
24.Law, R., & Cheung, C. (2005). Weighing of hotel website dimensions and attributes. Information and Communication Technologies in Tourism, 11, 350-359.
25.Law, R., & Ngai, C. (2005). Usability of travel websites: A case study of the perceptions of Hong Kong travelers. Journal of Hospitality & Leisure Marketing, 13(2), 19-31.
26.Lee, Y. H., & Chen, T. L. (2006). The journal of American academy of business. Cambridge, 8(2), 302-306.
27.Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information and Management, 38(1), 23-33.
28.Loiacono, E. T., Watson, R. T. & Goodhue D. L. (2002). WebQual: A measure of web site Quality. Marketing Theory and Applications, 13(706), 432-438.
29.Macau Statistics and Census Service (2010). 2010 Tourism Overview of the Status of Macau SAR. Macau.
30.Matzler, K., & Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating Kano’s model of customer satisfaction into quality function deployment. Technovation, 18(1), 25-38.
31.McCracken, D., Daniel, D., & Wolfe, R. J. (2004). User-centered website development: A human-computer interaction approach. Rosalee: Pearson/Prentice Hall.

32.Mersha, T., & Adlakha, V. (1992). Attributes of Service Quality: the Consumers’ perspective. International Journal of Service Industry Management, 3(3) 34-45.
33.Murphy, J., Forrest, E. J., Wotring, C. E., & Brymer, R. A. (1996). Hotel management and marketing on the Internet. The Cornell Hotel and Restaurant Administration Quarterly, 37(3), 61-71.
34.Parasuraman, A., Zeithmal, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.
35.Ranganathan, C., & Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465.
36.Roache G. (1998). Internet room sales: why the resistance. Hotel Motel Accomodation Association News, April(14).
37.Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality, 13(3), 233-246.
38.Schmidt, S., Cantallops, A. S., & Santos, C. P. (2008). The characteristics of hotel websites and their implications for website effectiveness. International Journal of Hospitality Management, 27(4), 504-516.
39.Tan, K. C., & Pawitra, T. A. (2001). Integrating SERVQUAL and Kano’s model into QFD for service excellence development. Managing Service Quality, 11(6), 418-430.
40.Van Riel, A. C. R., Liljander, V., & Jurriens, P. (2001). Exploring consumer evaluations of e-services: A portal site. International Journal of Service Industry Management, 12(4), 39-48.
41.Vrontis, D., Ktoridou, D., & Melanthiou, Y. (2007). Website design and development as an effective and efficient promotional tool: A case study in the hotel industry in Cyprus. Journal of Website Promotion, 2(3/4), 125-139.
42.Walle, A. H. (1996). Tourism and the Internet: Opportunities for direct marketing. Journal of Travel Research, 35(1), 72-77.
43.Wang, W. L., Lu, T. H., Huang, C. F., & Liu, A. C. (2006). The application of Kano model in the study of e-service quality. Journal of Information Technology and Applications, 1(1), 37-45.
44.Webb, H. W., & Webb, L. A. (2004). SiteQual: an integrated measure of web site quality. The Journal of Enterprise Information Management, 17(6) 430-440.
45.Weia, S., Ruysa, H. F., Hoof, H. B., & Combrink, T. E. (2001). Uses of the Internet in the global hotel industry. Journal of Business Research, 54(3), 235-241.
46.Wong, J., & Law, R. (2005). Analysing the intention to purchase on hotel websites: A study of travellers to Hong Kong, Hospitality Management, 24, 311-329.
47.Wong, Y. F. (2011). The influences of importing QR code into an enterprise for investigating service quality with Kano and refined Kano model. Thesis of Chaoyang University of Technology, 1-137.
48.Yang, Z., Jun, M., & Person, R. T. (2004). Measuring customer perceived online service quality: Scale development and managerial implications. International Journal of Operations & Production Management, 24(11), 1149-1174.
49.Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computers in Human Behavior, 27(2), 634-639.
50.Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an internet shopping site (Sitequal). Quarterly Journal of Electronic Commerce, 2(1), 31-46.
51.Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge, Journal of the Academy of Marketing Science, 30(4), 362-375.
E-source
1.Hong Kong Tourism Board Website (2010). http://www.discoverhongkong.com/tc/.
2.Internet World Stats (2011). http://www.internetworldstats.com/.
3.Macau Statistics and Census Service Website. http://www.dsec.gov.mo.
4.Marriott Hotel website. http://www.marriott.com.
5.Nielsen China Outbound Tourism Survey. http://cn.en.nielsen.com/site/0826en.shtml.
6.The Shores Resort & Spa. http://www.shoresresort.com/.