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題名 | 精實服務與團體套裝旅遊服務品質模式:以大陸來臺觀光客為例=The Lean Solutions and Service Quality Model Applied to Group Package Tours: A Case Study of Mainland Chinese Tourists Visiting Taiwan |
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作者 | 張燦明; 張哲強; | 書刊名 | 修平學報 |
卷期 | 21 2010.09[民99.09] |
頁次 | 頁169-189 |
分類號 | 992.2 |
關鍵詞 | 精實服務; 團體套裝旅遊; 探索性因素分析; 驗證性因素分析; Lean solutions; Group package tour; Exploratory factor analysis; Confirmatory factor analysis; Service quality; |
語文 | 中文(Chinese) |
中文摘要 | 精實服務的昀終目標,如同企業實施全面品質管理,乃在尋求如何滿足顧客的需求,進而創造滿意的顧客。然而企業在五花八門且瑣碎繁雜的服務項目中,如何知悉顧客真正的聲音,亦即如何有效的發掘顧客所需的關鍵服務因素。因此本研究擬以從事團體套裝旅之服務業,探索顧客所需的服務品質模式。 依觀光局至 98年資料顯示,大陸來台觀光人數已達 60萬多人,比去年成長近 2倍,顯示自開放觀光以來,大陸來台觀光遊客的遽增。為了瞭解大陸來台觀光旅客,對於旅行社所提供團體套裝旅遊服務品質的需求,本研究以大陸來台觀光之遊客為對象,進行團體套裝旅遊服務品質關鍵因素之調查研究。有效問卷先經項目分析,再以探索性因素分析,建構出大陸來台團體旅遊服務品質模式,包括:導遊的專業性、導遊的反應性、行程的安全性、行程的信賴性、行程的便利性以及行程的符合性等六構面。以驗證性因素分析進行配適度分析,結果顯示本研究發展的大陸來台團體旅遊服務品質模式,具有可接受的適配度與內在品質。 最後本研究經變異數分析,探討人格屬性對於服務品質構面觀點之差異,本研究發現女性對「行程符合性」的觀點較男性重要。不同教育程度,國中以下對「行程便利性」構面認為不重要。不同職業別對「導遊反應性」,以學生認為昀重要。 |
英文摘要 | As with the implementation of total quality management by enterprises, the ultimategoal of lean service is to identify ways to satisfy customer needs, thereby helping to create satisfied customers. However, given the complex, fragmented range of service items that an enterprise is usually involved in providing, the question of how an enterprise can find out what cllstomers really feel, or in other words how it can effectively identify the key service factors needed by customers, is an important issue. This research, therefore, aims to explorethe type of service quality model needed by customers through an examination of service ector enterprises engaged in the provision of group package tours. According to statistics compiled by Taiwan's Tourist Bureau, over 600,000 mainlandChinese tourists visited Taiwan in 2009, nearly twice as many as in 2008; there has clearlybeen a dramatic increase in the number of mainland Chinese tourists visiting Taiwan sincethe restrictions on travel to Taiwan by mainland Chinese were relaxed. In order to understand the needs of mainland Chinese tourists visiting Taiwan with respect to the quality of group package tours provided by travel agencies, this study took mainland Chinese tourists as the subject of an investigation into the key factors affecting service quality for group package tours. A questionnaires survey was implemented, and the valid questionnaires were analyzed using item analysis before constructing a service quality model for group tours by mainland Chinese tourists, employing exploratory factor analysisthat covered six key aspects: expertise, responsiveness of tourist guides, security, reliability, convenience and conformity to the tour itinerary. After performing goodness-of-fit analysis of internal structure by confirmatory factor analysis (CFA), the results showed that the service model of group services for visiting mainland Chinese tourists developed by theresearch had acceptable goodness-of-fit and internal quality. In the last stage, the study explored, through analysis of variance (ANOVA), the different attitudes towards particular aspeCts of service quality deriving from personality attributes. The study found that the female tourists were more concerned than male touristswith conformity to the tour itinerary. Tourists who had been educated to junior high school level or lower also attatched less importance to confoill1ity to the tour itinerary. As regards differences between occupational groups, it was found that students attatched particularimportance to tour guide responsIveness. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。