一次的機會？多國籍旅客服務的關鍵時刻

ONLY ONE CHANCE? THE CRITICAL MOMENT FOR MULTI-NATIONAL PASSENGER SERVICES

10.6338/JDA.202203_17(1).0001

鍾政偉(Cheng-Wei Chung)

旅遊服務中心 ； 服務品質 ； 多國籍比較 ； Tourist Service Center ； Service Quality ； Multi-national Comparison

Journal of Data Analysis

17卷1期（2022 / 03 / 01）

1 - 14

繁體中文

服務品質長期被用於衡量企業組織或非營利單位所提供的服務，是找尋服務關鍵時刻以及滿足服務經濟提升的重要因素。過去服務品質著重在長期性或常規性服務提供的評估上。對於一次性且環境異質性較高的服務衡量上，較無著墨。本研究透過旅遊服務中心，針對一次性的本國／外籍旅客進行服務品質衡量的分析。研究共計回收本國籍5,830份與外國籍5,469份有效問卷，並透過SEM進行分析。研究結果顯示，服務品質對於滿意度皆具有顯著影響。其中，外籍旅客重視可靠性；本國籍旅客則更在意服務上的關懷性。這項研究擴展了服務品質的見解，提供快速變動與環境差異性較大的服務產業更明確的管理建議。

Service quality has long been used to evaluate the service provided by enterprises and non-profit organizations, thus, it is an important factor to identify the critical moments of service and meet the improvement of service economy. In the past, service quality focused on the evaluation of long-term or routine service delivery, but seldom focused on one-time services with high environmental heterogeneity. This study analyzed one-time service quality measurement for domestic/foreign tourists through tourism service centers. A total of 5,830 valid questionnaires from domestic subjects and 5,469 valid questionnaires from foreign subjects were collected and analyzed by SEM. The results show that service quality had significant impact on satisfaction. While foreign travelers attached importance to reliability, domestic travelers cared more about the humanistic concerns of service. This study expanded insights on the quality of service and provided more specific management recommendations for service industries with rapid changes and diverse environments.

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