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中文論文名稱 台灣國際觀光旅館內部服務品質強化關鍵之研究
英文論文名稱 A Study on Key Performance Index of Internal Service Quality For International Hotels in Taiwan
校院名稱 淡江大學
系所名稱(中) 管理科學學系博士班
系所名稱(英) Doctoral Program, Department of Management Sciences
學年度 100
學期 2
出版年 101
研究生中文姓名 蕭靜雅
研究生英文姓名 Ching-Ya Hsiao
學號 896620167
學位類別 博士
語文別 中文
口試日期 2012-06-03
論文頁數 107頁
口試委員 指導教授-張紘炬
委員-林進財
委員-陳淼勝
委員-陳耀竹
委員-黃建森
委員-莊忠柱
委員-歐陽良裕
委員-張紘炬
中文關鍵字 修正式德菲法  SERVQUAL量表  內部服務品質  Kano模式 
英文關鍵字 Modified Delphi Method  SERVQUAL  Internal Service Quality 
學科別分類
中文摘要 隨著企業對員工滿意度的重視,內部服務品質成為矚目的焦點。很多的研究顯示,滿意內部顧客是滿意外部顧客的先決條件,對內部顧客提供好的服務品質是重要的。近年來旅館業成為各種服務業產業中發展極為迅速的業別之一,面對外在環境的變遷及內部組織的要求,管理者是造就內部服務品質的重要幕後推手,而內部服務品質影響員工滿意度,進而影響顧客滿意度,最終則導致企業的獲利與否,是現今旅館業管理階層重視之課題。
本研究依據相關文獻 和Parasuraman et al. (1988) 所建構之測量服務品質SERVQUAL量表包含有形性 (Tangibles)、可靠性 (Reliability)、反應性 (Responsiveness)、保證性 (Assurance) 和同理心 (Empathy) 五個構面,擬定出29題與內部服務品質的重要度和滿意度問項,作為本研究發展量表之基礎構面。並採用修正式德菲法(Modified Delphi Method),蒐集專家群體意見,藉以成功建構內部服務品質強化關鍵指標。利用Kano 二維模式歸類出旅館內部員工對服務品質屬性分類選項,同時將這些指標透過重要-表現程度分析法(Important-Performance Analysis; IPA),找出重要度與滿意度之首要關鍵屬性分布狀況,並據以作為國際觀光旅館業者進行內部服務品質強化改善時之重要參考。
研究結果顯示,旅館業欲提升服務品質應該優先改善的內部服務品質要素,如旅館有完善的工作環境及現代設備、旅館提供員工有整齊的服裝與乾淨外表、旅館提供設施與員工所提供的服務相配合、旅館對外發布的訊息與內部實際執行的政策應具有一致性、旅館制訂的績效評估方法是公平的、旅館會落實輪調制度、旅館內部願意傾聽我的感受等是提升旅館業未來強化服務品質的關鍵指標。
英文摘要 As multinational enterprises pay increasingly attention to employee satisfaction, internal service quality has become an important focus. Many studies have revealed that satisfaction of internal customers is a prerequisite for satisfaction of external customers, and providing good service quality to internal customers is crucial. The hotel industry is one of the fast-developing service industries in recent years. In face of external environmental changes and internal organizational demands, hotel managers play an important role in improvement of their internal service quality. Internal service quality affects employee satisfaction, which will further affect customer satisfaction and profitability of the enterprise. Therefore, this is an important issue for hotel management.
Based on related literatures and Parasuraman et al. (1988), In this article, the dimensions of SERVQUAL were tangibles, reliability, responsiveness, assurance and empathy. Upon the five dimensions, the study to develops 29 questionnaire in relation with the importance and satisfaction of internal service quality. The study also uses Modified Delphi Method to collect the experts’ opinions to construct key indicators regarding strengthen of internal service quality.
After the questionnaire survey, the attributes of internal service quality were classified using the Kano model. Through importance-performance analysis, key attributes in terms of importance and satisfaction were obtained. These attributes could be an important reference for hotel operators when improving their internal service quality.
The research result shows that the factors that hotel industry should adopt to enhance the internal service quality are: the hotel is a complete work environment and has modern facilities, the hotel provides employees with neat clothes and a clean appearance, the facilities provided by the hotel are consistent with service provided by the staff, information relayed externally by the hotel and actual policies implemented internally should be consistent, the effectiveness evaluation method set by the hotel is fair, the hotel will implement the rotation system and hotel internals are willing to understand my feelings. They are the key indicators that strength the future service quality of hotel industry.
論文目次 目錄 ………………………………………………………………………………. I
表目錄 ……………………………………………………………………… III
圖目錄 ………………………………………………………………………………… V
第一章 緒論…………………………………………………………………………….. 1
1.1 研究動機…………………………………………………………... 1
1.2 研究問題與目的…………………………………………………... 4
1.3 研究流程…………………………………………………………... 6
第二章 文獻探討…..………………………………………………………… 8
2.1 國際觀光旅館產業……………………………..…………………. 8
2.2 內部顧客…….…………………………………………………… 12
2.3 內部服務品質…….……………………………………………… 13
2.4 二維品質模式相關文獻…..…………………………………….. 25
2.5 重要-表現程度分析法…................................................................ 35
第三章 研究方法…………………………………………………………… 40
3.1 研究範圍與研究對象……………………………………………. 40
3.2 問卷設計………………………………………………………..... 41
3.3 二維品質模式問卷設計………………………………………… 49
3.4 資料分析方法……………………………………………………. 51
第四章 資料分析………………………………………………………........ 55
4.1 敘述性分析……………………………......................................... 55
4.2 信度、效度分析.………………………………............................ 56
4.3 內部服務品質之重要-表現程度分析…...……………..………... 57
4.4 內部服務品質的Kano 模式分析………………………………... 61
4.5 內部服務品質之改善指標…………………………..................... 65
4.6 內部服務品強化關鍵要素矩陣分析……………………………. 72
第五章 結論與建議...... ………………...…………..……………………… 76
5.1 研究結果….……………………………………………………… 76
5.2 研究貢獻與建議…..………………………………………………. 80
參考文獻 ...... ………………...…………..…………………………………. 85
一、 中文部分…….………………………………………………………… 85
二、 英文部分…….………………………………………………………… 86
附錄 :正式問卷....………………………………………………………….. 97
附錄 一、內部服務品質強化關鍵之專家問卷…….………………………. 97
附錄 二、旅館內部服務品質問卷………………………………………….. 103

表目錄
頁次
表1.1 觀光產業相關政策概要表………………………………………… 2
表2.1 2012年1月台灣區觀光旅館家數及房間數總表………………... 10
表2.2 餐旅業員工薪資及受雇率統計表…………………..…………….. 11
表2.3 2009 年台灣觀光旅館業營運統計表定………………….……….. 12
表2.4 內部服務品質之定義…………………….……............................... 19
表2.5 SERVQUAL量表衡量構面及定義……………….……................. 22
表2.6 內部服務品質衡量構面定義…………………….……................... 23
表2.7 狩野紀昭二維品質要素歸類表. …………...................................... 33
表2.8 Matzler and Hintethuber二維品質要素歸類表. ………….............. 33
表3.1 內部服務品質衡量量表…………………………….……………... 42
表3.2 旅館業高階主管專家群體名單……………………….…………... 46
表3.3 內部服務品質強化關鍵第一回問卷………………….…………... 47
表3.4 內部服務品質強化關鍵第二回問卷……………………………… 48
表3.5 二維品質模式問卷題項……………………….…………............... 50
表3.6 Matzler and Hintethuber二維品質要素歸類表……….…………... 50
表4.1 人口變項分布表……...………………………….………………… 56
表4.2 內部服務品質構面之信度分析表…………………….………….. 57
表4.3 內部服務品質重要度與滿意度評量表…………………………… 58
表4.4 內部服務品質的Kano 二維品質要素歸納表………….………… 62
表4.5 內部服務品質之改善指標………….……………………………... 67
表4.6 內部服務品質構面之滿意係數…………………………………… 68
表4.7 內部服務品質之增加滿意指標排序……………………………… 69
表4.8 內部服務品質之消除不滿意指標排序…………………………… 71

圖目錄
頁次
圖1.1 研究流程圖……………………………………………….………... 7
圖2.1 PZB服務品質認知差距評估模式…….…………………..………. 17
圖2.2 雙因子理論圖…….…………………..……………………………. 27
圖2.3 Kano二維品質模式示意圖………………………………….…. 30
圖2.4 重要-表現程度分析法…………………….…….............................. 38
圖3.1 IPA滿意與重視程度分析座標圖……………………….………… 53
圖4.1 重要度與滿意度象限分布圖……………………….……………... 59
圖4.2 DDI 與SII 屬性分布圖……………………….…………................ 72



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