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研究生:洪巧珺
研究生(外文):Chiao-Chun Hung
論文名稱:服務創新對網路服務品質與顧客滿意度影響之研究─以網路旅行社為例
論文名稱(外文):The Effect of Service Innovation Toward Network Service Quality on Customer Satisfaction ─ Online Travel Agency
指導教授:高玉芬高玉芬引用關係陳高山陳高山引用關係
指導教授(外文):Yii-Fen KaoKao-Shan Chen
口試委員:古永嘉何志峰
口試委員(外文):YONG-JIA GUJHIH-FONG HE
口試日期:2014-05-22
學位類別:碩士
校院名稱:萬能科技大學
系所名稱:經營管理研究所
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:2014
畢業學年度:102
語文別:中文
論文頁數:98
中文關鍵詞:服務創新網路旅行社網路服務品質顧客滿意度
外文關鍵詞:Network Dervice QualityOnline Travel AgencyService InnovationCustomer Satisfaction
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觀光產業被視為二十一世紀最富發展潛力的產業,旅行社業者必須在多變的商業環境、競爭態勢與相關法令規範下,面對許多同業競爭者的挑戰。資訊化改變旅行業的生態和人力資源之應用,全球網路成為資訊的平台,各式各樣的旅遊資訊在網路上直接透過網路進行交易,消費者逐漸採取自助式旅行方式,降低旅行社的利潤,促使旅遊業漸漸朝向「客製化」地發展。
本研究參考Fonseca等作者之理論基礎,以加值資訊服務、加值型中介服務及客製化服務為服務創新衡量構面,探討服務創新對網路服務品質及顧客滿意度的影響。問卷放時間在2014年01月03日至03月31日,發放400份,共回收398份,回收率99.5%,有效385份,無效13份,發放地點為北部、中部、南部,有使用網路旅行社之消費者,研究問卷之信度為0.951,效度為0.952,問卷的信度與效度具有相當高的穩定性及一致性。研究結果顯示不同的「平均月收入」、「居住地」對使用網路旅行社的比率及感受程度顯著差異,服務創新構面(加值資訊服務、加值型中介、客製化)對網路服務品質有顯著正向影響關係,服務創新對顧客滿意度有顯著正向影響,網路服務品質於服務創新對顧客滿意度有部分中介的影響。

According to much information revealed that service is the majority business in this era. The tourism is part of service industry and regarded as a unlimited potential business in twenty-first century. Due to the competition of service business, travel agent faces many challenges in this industry, such as environment changed, restricted by laws and regulations, and so many competitors.
In order to reduce cost and increase profit, the suppliers try to develop a new business model called customized module that including internet trading, on line service and improve network service quality to match customers need. It will be used the theory of Fonseca to study the effect of network service quality by service innovation, which including value-added services, intermediary parameters and customized service.Total of 398 survey would be issued and four invalid. The high return rate with high stability and consistency would be reliable on this paper. The results showed that the service innovation (value-added services, intermediary parameters, customization) have a significant positive impact on the quality of network services.
Service innovation has a positive impact on customer satisfaction, quality of network services have an impact on service innovation intermediary part of customer satisfaction.

摘 要 ii
Abstract iii
誌 謝 iv
目 錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 5
1.4研究範圍 6
第二章 文獻探討 7
2.1創新定義 7
2.2服務創新 10
2.2.1服務創新之定義 10
2.2.2服務創新分類 13
2.2.3服務創新構面 14
2.3服務品質 16
2.3.1服務品質之定義 17
2.3.2服務品質之構面 18
2.3.3網路服務品質 22
2.3.4網路服務品質定義 22
2.3.5網路服務品質構面 23
2.4顧客滿意度 25
2.4.1顧客滿意度的衡量構 27
2.5旅行業 28
2.5.1旅行業定義 28
2.5.2旅行社業務經營範圍 29
2.5.3網路旅行社 33
2.5.4現有網路旅行社 35
第三章 研究方法 36
3.1研究架構 36
3.2研究假設 37
3.3研究變數及操作型定義 40
3.3.1問卷設計 43
3.3.2抽樣設計 44
3.3.3資料蒐集 44
3.4資料分析方法 44
3.4.1描述性統計 44
3.4.2獨立樣本T檢定 45
3.4.3單因子變異數分析 45
3.4.4相關分析 45
3.4.5迴歸分析 45
3.4.6中介變數之檢驗 46
第四章 研究分析與結果 47
4.1描述統計分析 47
4.2研究變數結果描述 51
4.3信度分析 55
4.4效度分析 55
4.5獨立樣本T檢定 56
4.6 單因子變異數分析 57
4.7 Pearson相關分析 61
4.8迴歸分析 62
4.9中介效果 64
第五章 結論與建議 70
5.1 研究結論 70
5.1.1 服務創新對網路旅行社服務品質有正向影響 70
5.1.2 加值資訊服務對網路旅行社服務品質有正向影響 71
5.1.3 加值型中介服務對網路旅行社服務品質有正向影響 71
5.1.4 客製化服務對網路旅行社服務品質有正向影響 72
5.1.5 服務創新對顧客滿意度有正向影響 72
5.1.6 網路旅行社服務品質對顧客滿意度有正向影響 72
5.1.7網路旅行社服務品質於服務創新對顧客滿意度有部分中介的影響 73
5.2 研究限制與建議 74
參考文獻 76
附錄 86


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