臺灣博碩士論文加值系統

服務品質對服務業的經營而言，可說是其賴以生存發展的關鍵因素，內部服務品質會影響外部服務品質，良好的內部服務品質，是優異的外部服務品質之先決條件。回顧以往相關文獻，曾有學者研究旅行業之服務品質，但大多是從消費者觀點進行研究，多係為外部服務品質，且並未探討旅行業之內部服務品質。所以本研究以Hallowell et al., (1996)提出之內部服務品質構面，進一步與旅行業高階管理者深入訪談之結果，據以建構旅行業內部服務品質的量表。以台北市旅行社之全職員工為實證對象，依其實際工作性質分為「第一線員工」、「支援型員工」及「混合型員工」，請旅行業之員工對公司內部服務品質的看法和感受進行填答，前測為11家旅行社302位員工，正式測試為29家旅行社502位員工。本研究結果將內部服務品質分為「有效的訓練」、「工具及政策」、「獎賞與肯定」、「程序」、「溝通」與「團隊合作」等六大構面，共30題項。研究結果期望能增加旅行業內部服務品質相關理論之完整性，並可提供給旅行業者運用此量表衡量公司內部服務品質的現況，以改善旅行業的內部服務品質，進而提昇旅行業整體的服務品質。

The quality of services is the very livelihood to a business, in particular a service-oriented business. The quality of internal services has the influence upon the quality of external services. Remarkable quality of internal services is the very prerequisite of sound quality of external services. Looking back over the literatures available previously, I noticed that previously, some scholars have studied the quality of travel agent services. But they in most cases only looked into the quality of external services in the perspective of consumers, without probing into the quality of travel agents’ internal services. The present study, therefore, tries to establish the scale to rate travel agents in the quality of their internal services. I marked the results of the in-depth interview conducted by Hallowell et al., (1996) with the ranking management of the travel agents on the quality of their internal services to build the scale. In the present study, I chose the full-timers serving with travel agencies in Taipei as the empirical targets. By attributes of their substantial work, I classified them into the “first-line staff”, “support-oriented staff” and the “mixed-up staff”. I inquired then with questions regarding how they viewed and felt the quality of internal services. The preliminary surveys aimed at 302 staff members working in 11 travel agencies and the official survey aimed at 502 employees of 29 travel agencies. In the findings yielded from the study, I classified the quality of internal services into six major facets, i.e., “Effective Training”, “Tools and Policies”, “Rewards and Recognition”, “Procedures”, “Communication” and “Teamwork”, 30 survey questions in total. The results concluded in the study are intended to help the travel agents to get comprehensive theories on the quality of internal services and will help them as well rate the status quo of the internal services to upgrade the quality of internal services and, in turn, raise the quality of their overall services.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．． viii
表目錄　　．．．．．．．．．．．．．．．．．．．．． x
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
第三節　　研究範圍與對象．．．．．．．．．．．．．． 6
第四節　　研究內容與流程．．．．．．．．．．．．．． 6
第二章　　內部服務品質相關文獻探討．．．．．．．．． 8
　　第一節　　內部行銷．．．．．．．．．．．．．．． 8
　　第二節　　內部服務品質．．．．．．．．．．．．． 14
　 第三節　　內部服務品質相關實證研究．．．．．．． 21
第四節 旅行業內部服務品質現況探討．．．．．． 23
第三章　　內部服務品質量表建構方法．．．．．．．．． 35
　　第一節　　研究對象與資料蒐集．．．．．．．．．． 35
　　第二節　　內部服務品質量表建構步驟．．．．．．． 36
第三節 資料分析方法．．．．．．．．．．．．． 41
第四章　　內部服務品質量表建構結果．．．．．．．．． 44
　　第一節　　旅行業內部服務品質業者訪談結果．．．． 44
　　第二節　　前測問卷編製與結果分析．．．．．．．． 59
第三節　　正式施測問卷編製與結果分析．．．．．． 68
第四節　　旅行業內部服務品質量表建立．．．．．． 77
第五章　　研究結論與建議．．．．．．．．．．．．．． 81
　　第一節　　研究結論．．．．．．．．．．．．．．． 81
　　第二節　　研究建議．．．．．．．．．．．．．．． 85
參考文獻　．．．．．．．．．．．．．．．．．．．．． 86
附錄A　　前測因素分析表．．．．．．．．．．．．．．．100
附錄B　　正式施測因素分析表．．．．．．．．．．．．．104
附錄C　　旅行業內部服務品質前測問卷．．．．．．．．．108
附錄D　　旅行業內部服務品質正式施測問卷．．．．．．．112

一、中文部分
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詹貞儀(2002)，內部管理與互動品質因素對顧客關係品質影響效果之研究─以台灣區人壽保險業為對象，淡江大學國際貿易學系未出版碩士論文。
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旅行業管理規則，中華民國九十二年五月三十日交路發字第０９２Ｂ００００４６號令。
交通部(2002)，交通政策白皮書-觀光，台北：著者發行。
交通部觀光局(2002)，觀光年報，台北：著者發行。
交通部觀光局(2002)，國人出國狀況調查報告，台北：著者發行。
交通部觀光局(2000)，旅行業務簡報，交通部八十九年度提昇旅遊品質座談會，台北：著者發行。
交通部觀光局（1998），旅行業特許制度必要性之研究，研究單位：東海大學管理研究所。
交通部觀光局(1993)，旅行業品質評鑑及獎勵制度之研究，研究單位：國立政治大學公共行政及企業管理中心。
交通部觀光局(1992)，如何加強旅行業管理與輔導，業務組研提之研討議題，台北：著者發行。
交通部觀光局（1990），旅行社執照開放政策之探討，研究單位：國立政治大學財政研究所。
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