應用離散型順序反應值資料轉換法探討空運旅客對科技型服務接觸滿意度之研究

Applying the Data Transformed Method of Discrete Nature of the Ordinal Responses to Measure the Air-Passenger Satisfaction on Technology-Based Service Encounters

10.30066/JCS.200709.0006

楊政樺(Cheng-Hua Yang)

自助服務科技 ； 排序機率值轉換法 ； 排序邏輯值轉換法 ； Self-Service Technologies ； Ordered Probit Data Transformed Method ； Ordered Logit Data Transformed Method

顧客滿意學刊

3卷2期（2007 / 09 / 01）

153 - 189

繁體中文

簡化商務趨勢下，IATA呼籲航空業應致力推廣自助服務科技以提昇效率。固然，科技基礎服務之應用雖可造福旅客，但旅客面臨服務變革時，是否全然抱持正面態度值得深研。本研究以關鍵事件技術蒐集影響「自助式報到亭」及「網上預辦登機」之使用者滿意因素從事問卷規劃。繼而，應用排序機率值轉換法和排序邏輯值轉換法將受訪者的離散型順序反應值轉換為連續性資料，以建立客觀的量化指標。結果顯示：在自助式報到亭方面：(1)「操作容易度」為其強項與特色；(2)旅客在人機互動過程中可得到「愉悅感」；(3)業界對旅客的授權仍有保留，無法滿足旅客所期待的自主性及駕馭感；(4)轉機服務仍有技術侷限性；(5)獎勵民眾使用機器的誘因並不足以構成吸引力。在網上預辦登機方面：(1)「愉悅程度」為其強項與特色；(2)旅客可輕鬆在網路上完成資料檢索及遠端資料存取工作；(3)網站的穩定與資料傳輸安全已獲得民眾信任；(4)「可控制程度」為其弱項與亟需改善的關鍵；(5)轉機服務的銜接性仍待改善。相關建議策略亦於內文深入探討。

Under the simplification of the business theme, IATA has appealed airlines to spread the ”self-service technologies (SSTs)” in order to enhance efficiency. The applications of technology-based services have benefited travelers; however, not all travelers gave enthusiastic response to this innovation. This study adopted the Critical Incident Technique to gather the critical events that affect SSTs-users' satisfaction during the check-in process and develop the questionnaire. Afterwards, the Ordered Probit Data Transformed Method and the Ordered Logit Data Transformed Method were employed to convert the respondents' discrete ordinal responses to the features of an interval scale and provide the statistical inferential properties for comparison purposes. The results of this research provide a set of valuable information for improving and promoting the concepts of SSTs. As to the performance of the service-self check-in kiosk, (1) ”Expected ease of use” is its strengths and characteristics, (2) Passengers gain enjoyment through the process of interaction between the kiosk and passengers. (3) The enterprise still retains authorities to the passenger, and it failed to meet the passengers' expectations of highly controllable environment and self-controlling. (4) The technology bottleneck related to the connected flight service are required to improve and (5) Airlines' rewards and incentives are not satisfactory enough to increase passengers' acceptance of kiosks. As to the performance of the Internet check-in system, (1) ”Expected enjoyment” is its strengths and characteristics, (2) Passengers can easily complete information retrieval, and remote data access. (3) The stability of website and the security of data transmission have successfully got the public trust. (4) ”Expected control” is its weakness, as well as the key issue which needs more improvement and (5) The transfer service connection also needs more improvement. The managerial implications are presented in the paper.

1. 方世榮、謝宜君(2005)。學習關係之研究－以女性購物網站爲例。行銷評論，2(3)，251-276。
   連結：
2. 周文賢、游信益(2005)。網路銀行服務品質、關係品質與顧客忠誠之研究。企業管理學報，65(2)，31-59。
   連結：
3. 陳志柔、于德林(2005)。台灣民眾對外來配偶移民政策的態度。台灣社會學，10(1)，95-148。
   連結：
4. 楊政樺、張新立(2005)。以關鍵事件技術及劇場理論探討航空公司服務遞送滿意之研究－以台港航線爲例。運輸計劃季刊，34(2)，261-291。
   連結：
5. 詹惠君、徐村和、朱國明(2004)。兩岸三地百貨零售業消費者行爲、生活型態、促銷方式、廣告媒體與商店印象相關之研究。管理學報，21(1)，103-130。
   連結：
6. Aiken, L. R.(1985).Three Coefficients for Analyzing the Reliability and Validity of Ratings.Educational and Psychological Measurement,45(1),131-142.
7. Aiken, L. R.(1980).Content Validity and Reliability of Single Items or Questionnaires.Educational and Psychological Measurement,40(4),955-959.
8. Alpar, P.(1992).Automation of Banking Functions and Its Managerial Implications.IEEE Transactions on Engineering Management,39(4),378-385.
9. Bateson, J. E. G.(1985).Self-Service Consumer: An Exploratory Study.Journal of Retailing,61(3),49-76.
10. Blythe, M. A.(2003).Funology: From Usability to Enjoyment.Dordrecht, Boston, MA:Kluwer Academic Publishers.
11. Bollen, K. A.,Brab, K. H.(1981).Person`s R and Coarsely Categorized Measures.American Sociological Review,46(1),232-239.
12. Bradly, R. A.,Katti, S. K.,Coons, I. J.(1962).Optimal Scaling for Ordered Categories.Psychometrika,27(4),355-374.
13. Burke, R. R.(2002).Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store.Journal of the Academy of Marketing Science,30(4),411-432.
14. Chell, E.,Pittaway, L.(1998).A Study of Entrepreneurship in the Restaurant and Café Industry: Exploratory Work Using the Critical Incident Technique as A Methodology.International Journal of Hospitality Management,17(1),23-32.
15. Clason, D. L.,Dormody, T. J.(1994).Analyzing Data Measured by Individual Likert-Type Items.Journal of Agricultural Education,35(4),31-35.
16. Crocker, L.,Algina, J.(1986).Introduction to Classical and Modern Test Theory.New York, NY:Holt, Rinehart and Winston.
17. Curran, J. M.,Mattew, L. M.,Carol, F. S.(2003).Intention to Use Self-Service Technologies: A Confluence of Multiple Attitudes.Journal of Service Research,5(3),209-224.
18. Dabholkar, P. A.(1996).Consumer Evaluation of New Technology-Based Self-Service Options: An Investigation of Alternative Models of Service Quality.International Journal of Research in Marketing,13(1),29-51.
19. Delhagen, K.,Yuen, E. H.(2003).Business View Brief.Forrester Research, Inc..
20. Field, D.(2004).A Paperless World.Airline Business,20(7),58-58.
21. Flanagan, J. C.(1954).The Critical Incident Technique.Psychological Bulletin,51(4),327-358.
22. Gibbons, J. D.(1993).Nonparametric Measures of Association.Newbury Park, CA:Sage Publications.
23. Globerson, S.,Maggard, M. J.(1991).A Conceptual Model of Self-Service.International Journal of Operation & Production Management,11(4),33-43.
24. Greene, W. H.(1993).Econometric Analysis.New York, NY:MacMillan Company.
25. Gremler, D. D.(2004).The Critical Incident Technique in Service Research.Journal of Service Research,7(1),65-89.
26. Grove, S. J.,Fisk, R. P.(1997).Service Experiences: A Critical Incident Examination of `Getting Along`.Journal of Retailing,73(1),58-63.
27. Jordan, P. W.(1998).Human Factors for Pleasure in Product Use.Applied Ergonomics,29(1),25-33.
28. Kauffman, R. J.,Lally, L.(1994).A Value Platform Analysis Perspective on Customer Access Information Technology.Decision Sciences,25(4),767-794.
29. Kotler, P.(1994).Marketing Management: Analysis, Planning, Implementation and Control.Englewood Cliffs, NJ:Prentice Hall.
30. Liljander, V.,Gillberg, F.,Gummerus, J.,Riel, A. V.(2006).Technology Readiness and the Evaluation and Adoption of Self-Service Technologies.Journal of Retailing and Consumer Services,13(3),177-191.
31. Long, J. S.,Freese, J.(2003).Regression Models for Categorical Dependent Variables Using Stata.College Station, TX:Stata Press.
32. Lovelock, C. H.,Young, R. A.(1979).Look to Consumers to Increase Productivity.Harvard Business Review,57(3),77-89.
33. Mckelvey, R. D.,Zavoina, W.(1975).The Statistical Model for the Analysis of Ordinal Level Dependent Variances.Journal of Mathematical Sociology,4(1),103-120.
34. Meuter, M. L.,Ostrom, A. L.,Bitner, M. J.,Roundtree, R. I.(2003).The Influence of Technology Anxiety on Consumer Use and Experiences with Self-Service Technologies.Journal of Business Research,56(11),899-906.
35. Meuter, M. L.,Ostrom, A. L.,Roundtree, R. I.,Bitner, M. J.(2000).Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters.Journal of Marketing,64(7),50-64.
36. Mick, D. G.,Susan, F.(1998).Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies.Journal of Consumer Research,25(2),123-143.
37. Ni, A. Y.,Ho, A. T. K.(2005).Challenges in E-Government Development: Lessons from Two Information Kiosk Projects.Government Information Quarterly,22(1),58-74.
38. Nicholas, D.,Huntington, P.,Williams, P.(2003).Three Years of Digital Consumer Health Information: A Longitudinal Study of the Touch Screen Health Kiosk.Information Processing and Management,39(3),479-502.
39. Olsson, U.,Drasgow, F.,Dorans, N. J.(1982).The Polyserical Correlation Coefficient.Psychometrika,47(1),337-347.
40. Parasuraman, A.(1996).Proceeding of Frontiers in Services Conference.Nashville, TN:
41. Pilling, M.(2005).Efficiency Drive.Airline Business,21(5),70-72.
42. Singh, J.,Wilkes, R. E.(1996).When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates.Journal of the Academy of Marketing Science,24(4),350-365.
43. Smith, R. A.,Houston, M. J.(1985).A Psychometric Assessment of Measures of Scripts in Consumer Memory.Journal of Consumer Research,12(3),214-224.
44. Snellman, K.,Vihtkari, T.(2003).Customer Complaining Behavior in Technology-Based Service Encounters.International Journal of Service Industry Management,14(2),217-231.
45. Stacy, W.,Sally, J.(1999).Proceeding of the 10th Society for Information Technology & Teacher Education International Conference.San Antonio, TX:
46. Thompson, C. J.,Locander, W. B.,Pollio, H. R.(1990).The Lived Meaning of Free-Choice: An Existential-Phenomenological Description of Everyday Consumer Experience of Contemporary Married Women.Journal of Consumer Research,17(4),346-361.
47. Tsai, K. H.(1997).The Influences of the Interval Assumption of Ordinal Scale on the CFA Model.Journal of Management,14(3),387-402.
48. Weber, R. P.(1990).Basic Content Analysis.Newbury Park, CA:Sage Publications.
49. Weihrich, H.(1982).The Tows Matrix-A Tool for Situational Analysis.Long Range Planning,15(2),54-66.
50. 余名寧(1993)。次序性資料的內容效度係數和同質性信度係數之計算。中國測驗學會測驗年刊，40，199-214。
51. 徐村和、朱國明、詹惠君(1999)。廣告業服務接觸與顧客行爲意圖關係之研究－模糊語意尺度之應用。東吳經濟商學學報，26，1-25。
52. 張華憫、鄧怡莘(2004)。產品設計與情緒研究初探。國際設計論壇暨第九屆中華民國設計學會設計學術研討會論文集
53. 張新立、楊政樺(2002)。航空電子化服務對旅運者選擇行爲影響之研究。民航季刊（理論篇），4(3)，99-121。
54. 潘淑滿(2003)。質性研究－理論與應用。台北:心理出版社。
55. 蕭侑文(2001)。碩士論文(碩士論文)。國立台北大學統計學系。
56. 蕭雅蓉(2003)。碩士論文(碩士論文)。國立高雄第一科技大學行銷與流通管理所。
57. 簡競宇(2004)。碩士論文(碩士論文)。國立中興大學企業管理學系研究所。

1. 楊政樺、程健行、曾通潔(2010)。以專家觀點評析航空公司推行網路報到服務之策略內涵。顧客滿意學刊，6(1)，89-128。