ABSTRACT
This study used both qualitative and quantitative research methods to in-vestigate the service quality of the R.O.C. Travel Quality Assurance Associa-tion (TQAA). First, the questionnaire was developed by the modified Delphi method based on the framework of literature review. Subsequently, the survey was conducted and investigated the TQAA members from the headquarters of Taipei, Taichung and Kaohsiung. Of 620 copies of questionnaire distributed, there are 482 questionnaires valid and available for data analysis using the SPSS statistical software (v19.0). The results show a stable growth of mem-bership, suggesting a high degree of recognition toward the services provided by the Association. Particularly, the “caring service” receives the highest rec-ognition among the five service factors. Generally, the members are satisfied with service quality of the TQAA, feel smart to be the part of it and intended to continue supporting the association. Moreover, there is a positive rela-tionship among the three variables of “service quality”, “satisfaction” and “behavioral intention”, which also interact significantly with individual vari-ables. Finally, it is found that the “service quality” can effectively predict the “satisfaction”, and the “satisfaction” can predict the “behavioral intention” via the Multiple Regression Analysis. This further confirms that there is a signifi-cant interrelationship among these three variables. It can thus be concluded that the service quality is significantly interrelated with the customer satisfac-tion and behavioral intention. The findings can be reference for the all the related parties.
Keywords: ROC Travel Quality Assurance Association (TQAA), service quality, satisfaction, behavioral intention.
