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E93019
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旅遊網站服務品質衡量方式之比較性研究
A Comparative Study of Measurement Approaches of Service Quality for Travel Websites
1.何昶鴛
1.Chaang-iuan Ho
1.朝陽科技大學休閒事業管理系
1.Department of Leisure, Recreation, and Tourism Management, Chaoyang University of Technology
001,002,003,004
1.朝陽科技大學休閒事業管理系
1.Department of Leisure, Recreation, and Tourism Management, Chaoyang University of Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2004-08-01
A.14 計畫執行期間(訖):2005-07-31
2005-09-082005-09-30
A.16 收到日期:2005-10-26
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台灣地區曾經上網購買旅遊商品的消費者

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直接差異:396 期望_認知差異:219 認知品質:462


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C.2 聯絡日期:2005-10-28
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1.朝陽科技大學休閒事業管理系
1.Department of Leisure, Recreation, and Tourism Management, Chaoyang University of Technology
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C.7 資料公開日期:2010-08-01
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1.服務品質
2.旅遊網站
3.評估量表
4.衡量方式
1.Measurement Framework
2.Scale
3.Service Quality
4.Travel Website
 服務品質衡量的課題在遊憩、觀光與旅遊學術領域與其實務應用上一直深受重視;儘管SERVQUAL最廣受應用,其他衡量方式包 括:SERVPERF(Cronin & Taylor,1992)以及非差異之服務品質衡量方法(Non-difference score,NDS)(Brown、Churchill & Peter,1993)亦曾被發展並實證模式優於SERVQUAL。然而究竟是哪一個衡量方法是最佳模式並未獲得一致性看法。此三種衡量方式對服務品質的 觀念性詮釋與操作型定義與資料收集上均不相同;而影響評估量表之型式與問卷長度,對於衡量工具之應用影響甚鉅;因此,進行學術研究探討、比較衡量方式之優 劣,釐清相關問題,有其必要性與重要性。

本研究以自行發展並已實證具有高度穩定性之評估構面與題項之旅遊網站服務品質評估量表,參考SERVQUAL、SERVPERF 與NDS三種衡量方式其問卷型式分別發展相關之衡量工具,以大規模之網路問卷調查收集實證研究所需之資料,對於此三種衡量方式在其信度、建構與收斂效度, 以及預測能力進行比較。綜合分析結果SERVPERF明顯優於其他二種衡量方式。研究結果實證無須使用二組題組分別衡量受訪者對服務品質之感受與期望,亦 即以服務品質之感受即可代表對於服務品質之評價。

本研究之研究結果增進對於服務品質衡量方式之了解,可使量表設計大為簡化,問卷長度亦可大幅縮短,提供旅遊網站實務工作者應用服務品質衡量工具更加便利。

 Measurement of service quality is of importance to the researchers and practitioners in the field of Recreation, Tourism and Travel. Although SERVQUAL has been the most dominant measurement tool for evaluation of service quality, other evaluation models, including SERVPERF (Cronin & Taylor, 1992) and Non-difference score (NDS) (Brown、Churchill & Peter, 1993), have been developed to challenge the feasibility of SERVQUAL. Based on the empirical results, these researchers claimed that their proposed models were superior to SERVQUAL. An interesting research question is raised to wait for responses: which model is the best one? To date, there are few studies to be conducted to compare these alternative service quality measurement frameworks.

In this study, the conceptual and operational issues of service quality model have been examined. In addition, the effects on the data collection of the measurement tools have been investigated. Based on a well-developed e-travel service quality scale by the author as the skeleton of the tool, the three alternative measurement models have been formulated to test the validity, reliability and forecasting ability using a large-scale empirical data provided from the on-line surveys. The strength and weakness of these models have been identified. Based on the empirical analyses, SERVPERF is superior to the other two measurement tools in terms of reliability, construct validity, convergent validity and nomological validity.

D.16 完成檢誤日期:2007-05-03
D.17 預定釋出日期:2010-08-01
D.18 初次釋出日期:2010-09-06
D.19_1 最新版釋出日期:2010-09-06
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10.6141/TW-SRDA-E93019-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E93019
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