臺灣博碩士論文加值系統

郵輪經濟近年在亞洲快速興起，臺灣的郵輪消費市場也積極活躍，過去唯有麗星郵輪經營以臺灣為母港之航程，現今市場興起各家船隊進駐之際，面對諸多競爭，郵輪業者需瞭解本身提供的服務品質，區隔與其他輪船不同特性，方能提供乘客期望的滿意度。
本研究針對曾經搭乘麗星郵輪寶瓶星號的乘客做問卷調查，共回收550份有效問卷，有效回收率97.7%，旨在探討乘客期望服務品質及實際績效之表現，分析服務品質現況，再以重要度績效表現法分析關鍵屬性，所得研究結果顯示：(一) 搭乘郵輪的乘客年齡在20至50歲間，女性及己婚者居多，職業較多為工商服務人士，月收入6萬以下為主要客群。(二)繼續維持區的屬性有十項，顯示寶瓶星號具有正確且執行承諾的能力，項目分別為：郵輪整體清潔、員工的外表、服務人員的禮貌、讓乘客感覺安全、樂意協助乘客、回應乘客的需求、正確執行乘客的需求、可靠的服務、了解乘客的具體需求、住宿環境。(三)優先改善區的項目有：郵輪行進晃動程度、郵輪的空間規劃、關心每一個乘客、餐食及飲料。(四) 低度重要區的項目有：音樂、外部及內部裝潢、其他同船乘客的行為、休閒和運動設施、健身和健康設施、附屬設施、兒童設施。(五) 過度重視區的項目有：房間溫度、燈光、船體的大小、娛樂活動。所得結果將提供給現有經營郵輪之業者及後續研究之參考。

The cruise economy has rapidly emerged in Asia in recent years. Cruise consumer market in Taiwan is also actively active. In the past, only Star Cruises used Taiwan as its home port, and today’s market is buoyed by the presence of various cruise. Face many competitions, cruise operators need to understand the quality of service they provide, different characteristics from other cruises to provide passengers with the desired level of satisfaction.
This study is base on a questionnaire survey of passengers who used to take the Star Aquarius. A total of 550 valid questionnaires were collected. The effecitive rate of return was 97.7%. The survey mainly discuss the expected service quality and actual service performance of passengers. Analyze the status of service quality and then analyze the key attributes with the importance-performance method. The results of the study show: (1) Passengers to the cruise are between 20 and 50 years old, most of them are woman and married. Professionals are mostly business and service workers. The monthly income of major customer is less than 60,000. (2) There are ten attributes that keep up the good work area, showing that Aquarius Star has the ability to perform correctly and execute promises. The items are: Cleanliness , Employee appearance , Courteous and polite employees , Make passengers feel safe , Always willing to help passengers , Responsive to passengers’ needs , Carry out passengers’ requests without error , Dependable service , Understanding passengers’ specific needs , Accommodation. (3) The attribute of concentrate here area include: Cruise motion , Ship layout , Pay individualized attention to passengers , Food and beverages. (3) The attribute of low priority area include : Music , Interior and exterior décor , Behavior of other passengers , Recreation and sports facilities , Fitness and health facilities , Supplementary facilities , Facilities for children (4) The attribute of possible overkill areas include: Room temperature, Lighting, Size of ship, Entertainments. The results of the study will be provided to the operators of cruise industry and future studies.

中文摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 viii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 8
第三節 研究問題 9
第四節 研究流程 10
第五節 研究範圍與對象 12
第六節 名詞解釋 14
第貳章 文獻探討 15
第一節 郵輪旅遊 15
第二節 服務品質之內涵與相關研究 21
第三節 重要度績效表現分析 32
第四節 總結 38
第參章 研究方法 40
第一節 研究架構 40
第二節 問項衡量與問卷設計 41
第三節 研究對象與抽樣方式 45
第四節 統計分析 46
第五節 量表信效度分析 47
第肆章 結果分析與討論 49
第一節 描述性統計分析 49
第二節 郵輪旅遊服務品質重要度績效表現分析 68　　　　
第伍章 結論與建議 78
第一節 結論 78
第二節 建議 81
參考文獻 85
附錄一麗星郵輪服務品質關鍵屬性調查問卷 96

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