臺灣博碩士論文加值系統

隨著消費者對於服務品質的重視程度越來越高，業者提供的服務以及品質是否能滿足消費者的需求，已成為業者的一大課題。近年來政府大力推廣觀光活動，造就許多相關產業的蓬勃發展，民宿(Bed-and Breakfast)即是其中的一環。
台灣的民宿不僅僅是提供遊客一個住宿過夜的地方，更結合了當地豐富的生態文化，進而形成休閒景點。由於民宿注重的是人與人之間的互動關係，因此民宿業者必須瞭解並改善消費者對民宿服務品質的觀點及感受，才能夠獲得消費者的滿意及獲益。本研究之目的是希望透過實證研究及分析瞭解消費者對目前台灣民宿普遍的感受為何，經由問卷發放的方式，針對民宿之整體服務品質及可靠性、回應性、保證性、關懷性、有形性五大構面與顧客滿意度之間的關係及影響進行分
析討論，並藉由二維模式將服務品質項目歸類為魅力品質、當然品質、一維品質、無差異品質及反轉品質五大品質要素，更加確定各項服務品質要素對消費者所代表的意義為何，並提供給民宿業者作為往後經營管理及行銷之用途。
本研究主要研究對象為近兩年內住過台灣民宿的消費者，採取紙本及網路問卷的方式發放請民眾填答，共取得有效問卷300 份。並由結構方程模型(Structural Equation Model; SEM)驗證各變數之間的關連性，以及Kano 二維模式對各品質項目加以分類。從研究結果發現民宿服務品質中的回應性及保證性對顧客滿意度並無正向影響關係，但民宿整體的服務品質與顧客滿意度是有正向影響關係。而在二維品質要素歸類中22 項服務品質項目有8 項「魅力品質要素」、10 項「一維品質要素」、3 項「當然品質要素」與1 項「無差異品質要素」。由於以往鮮少有對民宿的服務品質做二維特性分析，因此經由本研究的結果希望能提供給業者作為經營管理及行銷策略的建議及參考。

With customers’ increasing high degree of attention for service quality, whether industry service and quality can satisfy customer’s demand, has become a major issue in the industry. In recent years, the government has been promoting tourism activities, this creates a number of related industries to flourish, B&;B (Bed-and-Breakfast) is one of the links. B&;B in Taiwan not only provides visitors a place to stay overnight,
but also combines a wealth of local ecological culture, and thus forms the leisure attractions. Due to B&;B focuses on the interaction between people, so the B&;B owners must understand and improve the views and feelings of the customers on the quality of B&;B service, therefore get access to customers satisfaction and profit. The purpose of this study is through empirical research and analysis to understand what customers’ general feeling toward the current Taiwan B&;B is. By distributing the questionnaires, and aiming on the relationship and effect between B&;B’s overall
service quality and five dimensions (reliability, responsiveness, assurance, empathy, and tangibles) with customer satisfaction, the analysis and the discussion were implemented; further, by two-dimensional model, the service quality items are
classified as attractive quality, must-be quality, one-dimensional quality, indifferential quality and reverse quality, namely the five quality elements, thus the meaning of the various service quality elements for customers can be more confirmed, and the results can be provided to the B&;B industry as the future management and marketing purposes.The main object of this study is the customers who stayed in Taiwan’s B&;B for the recent two years, and utilize both paper and online questionnaire survey to collect 300 samples. The study adopted Structual Equation Model (SEM) to understand the relationship between all variables, and also applied Kano’s two-dimensional model to classify each quality item.
The finding of this study is: there is positive relationship among B&;B service quality and customer satisfaction; there is positive relationship among five dimensions (reliability, responsiveness, assurance, empathy, intangible) of service quality and customer satisfaction, except responsiveness and assurance. And the attributes of two-dimensional, including 8 items in attractive quality element, 10 items in one-dimensional quality element, 3 items in must-be quality element, 1 item in indifferential quality element. Because of it was seldom to research B&;B service quality by two-dimensional model, so the results in this research are really hope to give manager to use in management and marketing strategy.

中文摘要．．．．．．．．．．．．．．．．．．．．．．．I
Abstract．．．．．．．．．．．．．．．．．．．．．．II
謝誌．．．．．．．．．．．．．．．．．．．．．．．．．III
目錄．．．．．．．．．．．．．．．．．．．．．．．．．V
表目錄．．．．．．．．．．．．．．．．．．．．．．．．VII
圖目錄．．．．．．．．．．．．．．．．．．．．．．．．VIII
第一章 緒論．．．．．．．．．．．．．．．．．．．．．1
第一節 研究背景與動機．．．．．．．．．．．．．．．．1
第二節 研究範圍與對象．．．．．．．．．．．．．．．．4
第三節 研究流程．．．．．．．．．．．．．．．．．．．5
第二章 文獻探討．．．．．．．．．．．．．．．．．．．6
第一節 服務品質．．．．．．．．．．．．．．．．．．．6
第二節 Kano二維品質模式．．．．．．．．．．．．．．16
第三節 顧客滿意度．．．．．．．．．．．．．．．．．26
第三章 研究方法．．．．．．．．．．．．．．．．．．31
第一節 研究架構．．．．．．．．．．．．．．．．．．31
第二節 研究假設．．．．．．．．．．．．．．．．．．32
第三節 各變數的操作型定義、衡量及問項．．．．．．．32
第四節 問卷設計及回收狀況．．．．．．．．．．．．．36
第五節 資料處理及分析方法．．．．．．．．．．．．．37
第六節 前測．．．．．．．．．．．．．．．．．．．．39
第四章 資料分析．．．．．．．．．．．．．．．．．．40
第一節 樣本結構描述．．．．．．．．．．．．．．．．40
第二節 信、效度與因素分析．．．．．．．．．．．．．47
第三節 實證結果．．．．．．．．．．．．．．．．．．51
第四節 Kano品質要素之屬性歸類．．．．．．．．．．53
第五章 結論與建議．．．．．．．．．．．．．．．．60
第一節 研究結果與討論．．．．．．．．．．．．．．60
第二節 研究貢獻與管理意涵．．．．．．．．．．．．62
第三節 研究限制與未來研究建議．．．．．．．．．．64
參考文獻．．．．．．．．．．．．．．．．．．．．65
附錄．．．．．．．．．．．．．．．．．．．．．．72
附錄一 問卷設計．．．．．．．．．．．．．．．．．72
附錄二 民宿管理辦法．．．．．．．．．．．．．．．82
表目錄
表1.1.1SERVQUAL的研究整理．．．．．．．．．．3
表1.1.2Kano二維模式的相關研究整理．．．．．．4
表2.1.1學者對服務品質的定義．．．．．．．．．8
表2.1.2SERVQUAL的衡量構面與組成項目．．．．11
表2.1.3SERVQUAL量表五構面與十構面之關係．．12
表2.1.4SERVQUAL的相關研究(除了住宿服務業) ．15
表2.2.1Kano之二維品質要素分類表．．．．．．．23
表2.2.2Schvaneveldt之二維品質要素分類表．．23
表2.2.3Matzler &; Hinterhuber之二維品質要素分24類表．．．．．．．．．．
表2.2.4應用Kano二維模式之實證研究．．．．．．25
表3.4.1服務品質構面、定義及問項．．．．．．．33
表3.4.2顧客滿意度構面、定義及問項．．．．．．36
表3.5.1Matzler &; Hinterhuber之二維品質要素分類表．．．．．．．．．．．38
表3.6.1服務品質信度分析．．．．．．．．．．．39
表4.1.1樣本結構統計表．．．．．．．．．．．．40
表4.1.2不同性別對於民宿服務品質看法分析結果摘要表．．．．．．．．．．43
表4.1.3不同教育程度對於民宿服務品質看法分析結果摘要表．．．．．．．．44
表4.1.4不同職業對於民宿服務品質看法分析結果摘要表．．．．．．．．．45
表4.1.5不同每月所得對於民宿服務品質看法分析結果摘要表．．．．．．．46
表4.2.1信度分析．．．．．．．．．．．．．．．47
表4.2.2因素分析與效度分析．．．．．．．．．．48
表4.2.3模型配適度分析表．．．．．．．．．．．51
表4.3.1模型配適度分析表．．．．．．．．．．．52
表4.3.2研究假設檢定．．．．．．．．．．．．．53
表4.4.1Matzler &; Hinterhuber之二維品質要素分類表．．．．．．．．．．54
表4.4.2Kano品質屬性所佔比例及分類．．．．．54
圖目錄
圖1-3-1研究流程．．．．．．．．．．．．．．．5
圖2-1-1認知的服務品質決定因素．．．．．．．．10
圖2-1-2服務品質之概念模式-差距分析模式．．．13
圖2-2-1Herzberg二因子理論的雙連續帶．．．．18
圖2-2-2Swan &; Combs-顧客滿意的二因子理論．19
圖2-2-3一維品質與二維品質之差異．．．．．．．20
圖2-2-4Kano二維品質模式示意圖．．．．．．．21
圖2-2-5Kano問卷模式．．．．．．．．．．．．22
圖2-3-1顧客滿意前因後果概念模式．．．．．．30
圖3-1-1研究架構．．．．．．．．．．．．．．31
圖3-2-1Kano問卷模式．．．．．．．．．．．35

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