中華民國旅行業品質保障協會服務品質之研究—以旅行業為觀點

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23942

Title:	中華民國旅行業品質保障協會服務品質之研究—以旅行業為觀點
Authors:	莫桂娥
Contributors:	觀光休閒事業管理研究所碩士在職專班
Keywords:	中華民國旅行業品質保障協會 ROC Travel Quality Assurance Association (TQAA) 服務品質 service quality 滿意度 satisfaction 行為意向 behavioral intention
Date:	2012
Issue Date:	2012-12-13 09:26:21 (UTC+8)
Abstract:	論文提要內容：本文採質量並濟研究設計，探討中華民國旅行業品質保障協會服務品質。首先以專家德爾菲法發展問卷，接著針對品保協會臺北市、臺中市、高雄市旅行業會員進行問卷調查，共發出620份，計回收482份有效問卷。所得資料經SPSS(v19.0)統計軟體分析後顯示會員入會狀況穩定，對協會提供之服務認同度高，以「關懷性」服務認同度最高。整體而言，會員對品保協會的服務感到滿意，且認為加入品保是明智之舉，傾向會繼續支持品保協會。服務品質與滿意度及行為意向之間均呈正向關係，且與個人屬性有顯著差異；而多元廻歸分析結果顯示服務品質能有效預測滿意度，滿意度亦能有效預測行為意向，三者之間有顯著預測關係，證實服務品質關係客戶滿意度與行為傾向。研究結果可為品保協會以及相關單位研擬政策之參酌。關鍵字：中華民國旅行業品質保障協會(TQAA)、服務品質(service quality)、滿意度(satisfaction)、行為意向(behavioral intention) 。 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.
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