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研究生:蔡孟桓
研究生(外文):Tsai, Meng-Huan
論文名稱:建構台灣精品汽車旅館服務品質量表與分解式滿意度模型
論文名稱(外文):Developing a Service Quality Scale and Decomposed Satisfaction Index: An Example of the Taiwan Boutique Motel Industry
指導教授:徐聖訓徐聖訓引用關係
指導教授(外文):Hsu, Sheng-Hsun
學位類別:博士
校院名稱:中華大學
系所名稱:科技管理博士學位學程
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:100
語文別:中文
論文頁數:89
中文關鍵詞:精品汽車旅館服務品質分解式滿意度模型
外文關鍵詞:boutique motelservice qualitydecomposed satisfaction model
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台灣精品汽車旅館近年來於旅館業界掀起一片浪潮;但新興精品汽車旅館卻無其專屬衡量其特殊性質之服務品質量表。現今精品汽車旅館所使用之服務品質與滿意度量表,僅根據業者經驗推估而成。國內外學術報告也只針對一般汽車旅館做初步題項編制;而國內少數研究只利用SERVQUAL量表之五個構面所做汽車旅館服務品質之衡量。Carman(1990)認為SERVQUAL構面雖然十分穩定,但在不同行業上服務品質構面因應不同服務型態;因其並未能代表能正確評估顧客所認知的時尚創意汽車旅館服務品質。故本研究將利用Churchill(1979)所提出之量表發展典範概念,配合焦點團體訪談、德爾菲法與結構方程模式等方式,發展精品汽車旅館專屬之嚴謹服務品質量表,以及延伸建構精品汽車旅館分解式滿意度指標。
傳統滿意度模型提供了一個測量顧客滿意度指標方式,但其缺乏如何評估有待改善之處。為了解決此問題,本研究進而建構了一個新形態之分解式滿意度模型,將服務品質另分為五個次構面(建築外觀、房間、浴室、員工與同理心);而在服務品質中,分解式模型比純模型提供了更好之解釋能力與可讓因素構面更容易被理解。此外也可以依據所分析之服務品質結果與其因素構面之分數屬性建立策略管理矩陣圖,進而協助管理者有效診斷問題與了解所需改善之處。
本研究結合ACSI(American Customer Satisfaction Index)與ECSI(European Customer Satisfaction Index)兩個顧客滿意度模型之優勢,欲透過影響顧客滿意度之前置因素(品牌形象、服務品質以及知覺價值)與顧客滿意度產生之後果(顧客忠誠度及顧客抱怨)來瞭解顧客滿意度。研究中使用部份最小平方法(Partial Least Square, PLS)軟體進行測量滿意度模型,並計算整體滿意度分數。
就整體研究結果顯示,精品汽車旅館之服務品質會正向影響品牌形象,而品牌形象會正向影響知覺價值與忠誠度。此外服務品質與知覺價值對於顧客滿意度有正向之顯著影響,但品牌形象對於顧客滿意度卻無顯著影響。另一方面顯示,顧客滿意度對於顧客抱怨與顧客抱怨對於顧客忠誠度都無顯著之影響。
最後,研究結果證明整體服務品質為影響顧客滿意度最重要之因素。為了提供優質之服務,精品汽車旅館業者必須了解消費者是如何評價其服務品質。從策略管理矩陣圖中得知,分解式服務品質構面可以用來確定如何改善服務之品質。從整體結果而論,經營管理業者應更注重於”做的更好”之象限(例如:房間);如此方能使精品汽車旅館達到更高之績效表現。

In Taiwan, boutique motel raise a wave in the hotel industry in recently years, but the emerging boutique motel actually does not have its service quality scale. Nowadays, the boutique motel uses its own service quality scale, developed by its intuition and experience. The overseas academic report also only makes a preliminary progress in establishing the general model. The domestic research only measures the motel service quality using the SERVQUAL five constructs. Carman (1990) suggests that different profession should use different SERVQUAL. Additionally, conventional SERVQUAL cannot measure customers’ evaluation about the boutique motel service quality. Therefore this project will use Churchill’s (1979) process, focus group, Delphi Technique, and Structural Equation approaches to establish boutique motel service quality scale, as well as to extend boutique motel satisfaction model.
Although traditional customer satisfaction Index (CSI) models provide an index for measuring customer satisfaction, they lack the ability to diagnose areas for improvement. To address this issue, this study developed a decomposed customer satisfaction index that breaks down service quality (SQ) into five sub-constructs. Decomposed models provide better explanatory power than pure models and can be used as a tool for understanding the factors that lead to better SQ. This study employ the result obtained from the decomposed SQ to determine how much each quality attribute (e.g., appearance, room, bathroom, employee and reliability) contributes to the SQ and the scores of the quality attributes to build a strategic management map. The strategic management map can help managers diagnose areas for effective improvement.
This decomposed satisfaction model combines American Customer Satisfaction Index (ACSI) with European Customer Satisfaction Index (ECSI), and measures the cause-and-effect relationship running from the antecedents of customer satisfaction level (brand image, service quality and perceived value) to its consequences (customer complaints and customer loyalty). The partial least squares (PLS) method was used to test the CSI model and to derive the CSI score.
The results reveal that boutique motel’s service quality had positively direct effects on brand image, and brand image had positively direct impacts on perceived value and customer loyalty. Moreover, both service quality and perceived value had positively direct effects on satisfaction, but brand image had no statistically effect on satisfaction. On the other head, customer satisfaction had no statistically effect on customer complaint, and customer complaint had no statistically effect on customer loyalty. Finally, the results suggest that SQ is the most important factor in determining customer satisfaction. To deliver superior service quality, boutique motels must understand how customers evaluate their service quality. A strategic management map, developed from the results of the decomposed SQ, can be used to determine how to improve SQ. Specifically; managers should focus on quality attributes in the “do better” quadrant (e.g., room). These quality attributes are very important while boutique motels achieve low levels of performance.
摘要 i
ABSTRACT iii
致謝辭 v
目錄 vi
表次 viii
圖次 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程與架構 6
第二章 文獻探討 7
第一節 汽車旅館 7
第二節 品牌形象 8
第三節 服務品質 9
第四節 知覺價值 11
第五節 滿意度 12
第六節 忠誠度 15
第七節 抱怨 16
第三章 研究流程與方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 問卷設計與流程 22
第四節 資料分析方法 24
第四章 實證分析與結果 29
第一節 步驟一-蒐集旅館/汽車旅館服務品質相關文獻 30
第二節 步驟二-專家焦點訪談/初步探討及確認題項 30
第三節 步驟三-德爾菲專家問卷/初步探討及確認題項 32
第四節 步驟四-第一階段資料蒐集 37
第五節 步驟五-第一階段量表淨化 38
第六節 步驟六-第二階段資料蒐集 46
第七節 步驟七-第二階段量表淨化 47
第八節 步驟八-驗證性因素分析 51
第九節 步驟九-量表信、效度檢測 54
第十節 步驟十-精品汽車旅館服務品質量表建構完成 56
第十一節 精品汽車旅館分解式滿意度模型建構與分析 58
第五章 結論與建議 68
第一節 結論 68
第二節 研究限制與建議 73
參考文獻 74
附 錄A 84
附 錄B 86
附 錄C 88

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