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研究生:李兆敏
研究生(外文):Lee, Siu Meng
論文名稱:以KANO二維品質模式分析飯店網頁服務品質
論文名稱(外文):A Study Of Service Quality Of Hotel Websites By Using Kano Two-Dimensional Model
指導教授:李天行博士陳銘芷博士
指導教授(外文):Dr. Lee, Tian-ShyugDr. Chen, Ming-Chih
口試委員:王敏教授呂奇傑教授
口試委員(外文):Prof. Wang, MinProf. Liu, ChiJie
口試日期:2012-06-22
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:117
中文關鍵詞:品質管理Kano二維模式飯店網頁服務顧客滿意度華人旅客
外文關鍵詞:quality managementKano modelhotel websitesservicecustomer satisfactionChinese tourists
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華人旅客人數逐年上升。不管身在哪個國家或地區,很多飯店都以華人作為目標顧客群。飯店產業近年積極使用網路資源向顧客推廣和互動。飯店網頁的服務品質變得重要。
過去的研究都以單一維度方式衡量飯店網頁服務和顧客滿意度。然而,並非所有的品質要素與消費者滿意程度相關,Kano服務品質模式以二維方式衡量,更可準確了解顧客對各項品質要素的觀點和滿意程度。本研究使用Kano二維服務品質模式探究華人旅客對飯店網頁服務品質的要求,並建構包含九個構面的服務品質模型,共衍生出38個服務品質題項。本研究結果顯示飯店網頁的38項服務品質題目中12項為當然品質、14項為一元品質、11項為魅力品質和1項為無差異品質。
在設計網頁時或網頁發佈前,飯店網頁服務品質應包含和注重潛伏型構面。主動型構面則應在網頁維護時特別注重。此兩大類型構面讓業界更了解在不同的網頁發佈階段,應較注意何種類型之構面。

There is an increase of Chinese people traveling. Many hotels in different regions or countries target Chinese tourists as their major customers. In addition, the current trend in the hotel industry appears to shift more resources to the use of the Internet when interacting with and promoting to customers. Emphasizing the service quality of hotel websites becomes important.
Traditional ideas used one-dimensional method to measure quality attributes and customer satisfaction. However, quality attributes and customer satisfaction are not always in one-dimensional relationship. Customer satisfaction is not always proportional to how fully functional the service is. With the help of Kano two-dimensional method, customers’ ideas of quality are made clear. Kano model is used to investigate the quality attributes of hotel websites required by Chinese people.
A model of 9 dimensions, which develop 38 measuring components, is constructed. The results show that there are 12 must-be quality attributes, 14 one-dimensional quality attributes, 11 attractive quality attributes and 1 indifferent quality attribute in the hotel websites.
Hotel managers should focus more on incubative dimension before a website is launched. The majority of elements in the active dimension can be developed and maintained when the website is in use. Managers may realize what dimensions of quality service should be focused on as at different stages of launching websites.

Chapter 1 Introduction 1
1.1 Research background 1
1.2 Motivation 3
1.3 Purpose of the study 6
1.4 Research scopes 8
1.5 Organization of the study 9
Chapter 2 Literature review 11
2.1 Service quality of website 11
2.2 Service quality of website in hotel industry 14
2.3 Dimensions of service quality of website in different industries 16
2.4 Kano two-dimensional quality model 29
2.4.1 Definition of two-dimensional quality 29
2.4.2 Application of two-dimensional quality model 33
Chapter 3 Methodology 37
3.1 Research framework 37
3.2 Exploration of service quality of hotel websites 38
3.2.1 Dimensions of service quality of hotel websites 39
3.3 Data collection and analysis 47
3.3.1 Data collection and sample 47
page
3.3.2 Statistical analysis for questionnaires 48
3.3.3 Data analysis of pre-test 49
3.3.4 Questionnaire in Kano model 55
Chapter 4 Analysis results 59
4.1 Descriptive statistics 59
4.2 Reliability analysis 61
4.3 Classification of quality attributes 61
4.4 Difference in classification of quality attributes by demographic variables 72
4.5 Comparison of the Results of this Study and Other Literatures 79
4.6 Managerial Implications 85
4.6.1 Focus of incubative dimensions before launching the hotel websites 85
4.6.2 Focus of active dimensions when maintaining the hotel websites 87
4.6.3 Appropriate process of reservation 89
4.6.4 Implementation of online membership registration 89
4.6.5 Trends towards hotel APP and QR code 90
4.7 Reference of good hotel websites in the world 91
Chapter 5 Conclusion 95
5.1 Conclusions of research results 95
page
5.2 Research Limitations 96
5.2.1 Large population of mainland China 96
5.2.2 Diversification of measuring components in the questionnaires 97
5.2.3 Experience of using the online hotel reservation 97
5.3 Recommendations for future research 98
5.3.1 Further investigation in different regions of Mainland China 98
5.3.2 Instructions for filling in Kano questionnaires 98
References 99
Appendix I – Data and classification of quality attributes of hotel websites 107
Appendix II – Kano questionnaire (traditional Chinese version) 111


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