臺灣博碩士論文加值系統

近年因休閒旅遊風之盛行，各旅行社業者為爭奪廣大之消費客群，無所不用其極，就在這競爭日趨激烈的環境下，企業無不絞盡腦汁使其版圖更加茁壯強大。準此，企業所關心之重點為如何提升其競爭力，強化其競爭優勢，其中「服務品質」就是推動企業競爭力之引擎。現今，消費者不僅僅只有做「購買商品」這樣的消費行為，其亦逐漸重視到企業服務品質這部分，然而企業往往卻因追求利潤極大化而忽略了如此重要之環節，進而產生企業間血腥競爭之紅色海洋。
本研究以認知服務品質模式為理論基礎，運用層級程序分析法探討影響服務品質因素之重要性評估，找出關鍵重要因素指標以提供企業進行改善其服務品質之參考依據進而強化其競爭優勢。本研究以旅行社為例，分析其現有之服務品質狀況，汰舊換新，以達盡善盡美之程度。在構面層專家學者之排序為互動品質、結果品質、實體環境品質。在準則層為態度、專業、社交因素。在因素層為服務人員對於工作所抱持的工作態度、服務人員對工作狀態的主觀反應、服務人員對其目前工作感到滿足的程度。

In recent years, leisure and tourism has become more trendy and popular. In order to attract customers, travel agencies use such a variety of methods to compete. Facing this fierce competition, all related businesses try to find their blue oceans, expand their markets, and reinforce their advantages. Businesses also realize that service quality is the engine of the industry. Today’s customers are not purchasing goods only; they care about service quality as well. Those businesses that exchange service quality for maximum profits would only create an unhealthy red ocean for its industry.
Based on the Conceptualizing Perceived Service Quality Model, this paper uses AHP (Analytic Hierarchy Process) to explore the key factors that would affect service quality, and then to establish the KIFI (Key Important Factors Index), which could provide businesses the information that would help improve their service and enhance their competitive advantages. The result of this study shows that customers care very much about whether service providers have finished the whole service in completion and if the group cooperation is fine. This research takes travel agency as an example, analyzes its existing service quality state, eliminates and renews the bad service quality, in order to reach the perfect situation. Among the top three facets, the order of weight sorted by experts and scholars are Interaction Quality, Outcome Quality; Physical Environment Quality. In Criteria the top three are Attitude; Expertise; and the social. In factor level the top three are working attitude of the attendants; the subjective responses to the working state of attendants; Attendants’ satisfaction towards current work.

目 錄

第一章 緒論

第一節 研究背景與動機----------------------------------- 1
第二節 研究目的---------------------------------------- 4
第三節 研究範圍與對象----------------------------------- 4

第二章 文獻探討

第一節 服務品質---------------------------------------- 7
第二節 PZB服務品質缺口模式------------------------------ 10
第三節 SERVQUAL之評量模型------------------------------ 14
第四節 北歐模式---------------------------------------- 18
第五節 認知服務品質------------------------------------- 19
第六節 旅行社之定義------------------------------------- 22

第三章 研究方法

第一節 研究架構---------------------------------------- 26
第二節 問卷調查---------------------------------------- 30
第三節 多準則決策模式(Multi Criteria Decision Making)--- 31
第四節 層級分析法--------------------------------------- 34


第四章 研究結果分析

第一節 樣本特性---------------------------------------- 49
第二節 權重評估---------------------------------------- 50
第三節 評估分析---------------------------------------- 61

第五章 結論與建議

第一節 結論-------------------------------------------- 63
第二節 研究限制與建議----------------------------------- 64

參考文獻------------------------------------------------ 66

附錄

附錄一 AHP問卷----------------------------------------- 74


表 目 錄

表1-1 研究範圍---------------------------------------- 5
表2-1 服務品質十因素----------------------------------- 15
表2-2 SERVQUAL 服務品質衡量因素及組成變項表-------------- 17
表3-1 服務品質關鍵因素表------------------------------- 27
表3-2 研究架構---------------------------------------- 29
表3-3 AHP應用----------------------------------------- 38
表3-4 AHP評估尺度定義及說明---------------------------- 43
表3-5 矩陣階數N與隨機指標RI之對照表--------------------- 46
表4-1 專家學者資歷------------------------------------- 49
表4-2 服務品質構面------------------------------------- 50
表4-3 互動品質準則------------------------------------- 51
表4-4 結果品質準則------------------------------------- 51
表4-5 實體環境品質準則--------------------------------- 52
表4-6 態度準則因素------------------------------------- 52
表4-7 行為準則因素------------------------------------- 53
表4-8 專業準則因素------------------------------------- 54
表4-9 等候時間準則因素--------------------------------- 55
表4-10 有形物準則因素----------------------------------- 55
表4-11 結果準則因素------------------------------------- 56
表4-12 環境條件準則因素--------------------------------- 57
表4-13 設計準則因素------------------------------------- 58
表4-14 社交因素準則因素--------------------------------- 59
表4-15 服務品質優先順序評估結果表------------------------ 60


圖 目 錄

圖1-1 研究流程圖--------------------------------------- 6
圖2-1 服務品質構面圖----------------------------------- 8
圖2-2 服務品質缺口模式--------------------------------- 12
圖2-3 Gronroos的服務品質構面--------------------------- 18
圖2-4 Rust & Oliver服務品質模式------------------------ 20
圖2-5 Dabholkar, Thorpe & Rentz層級模式--------------- 20
圖2-6 Brady & Cronin服務品質認知層級模式---------------- 21

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