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題名 探討團體旅遊服務品質之研究-以L公司為例
The Study on the Service Quality of the Group Package Tour-Case on Company L作者 周文娟
Chou, Wen-Chuan貢獻者 陳建維
Chen, Chien-Wei
周文娟
Chou, Wen-Chuan關鍵詞 服務品質
PZB模型
服務金三角
Service Quality
PZB model
Marketing Service Triangle日期 2020 上傳時間 5-May-2020 11:57:15 (UTC+8) 摘要 臺灣整體旅遊產業的規模持續成長，在旅遊需求多變及整體市場環境競爭加劇下，如何提升服務品質，讓旅客願意再次回購為大型旅遊業者正在努力的方向，然由於出團人數眾多，若旅客未進一步客訴，旅客參團後所回饋的意見，往往無法及時反應給旅行業者，進而使得顧客對旅行社的期待和旅行社產品、業務及相關單位的認知存在落差，故本研究將系統性地分析L公司之短線-日本線及長線-歐洲線參團旅客所填寫之滿意度問卷，以了解L公司之服務缺口，另一方面，以PZB模型做為理論基礎，透過質性訪談，探討消弭L公司服務缺口之建議。旅客滿意度問卷之分析結果共歸納出10項要素，其中餐食、導領、住宿、交通、業人員及行銷活動占比較大，故以此6項要素進行後續質性訪談研究。質性訪談研究結果顯示，對於旅客不滿意之要素，可從旅客期望、管理者認知、服務品質規格及服務提供層面進行改善，而產品、導領、業務、行銷、人資及顧客關係部門對於內部行銷、外部行銷亦或互動行銷有重要影響，藉此以提升整體服務品質。然本研究囿於時間及經費成本因素，本研究之樣本僅挑選7-9月份之日本及歐洲參團旅客所填寫之滿意度問卷進行分析，然其中部分旅客並未以文字具體說明不滿意之處，故僅就有填寫之內容做進一步的內容分析。再者，在質性訪談的部分，因L公司規模龐大，故本研究僅訪談部門高階主管，未與基層人員逐一對話，建議未來可將研究對象延伸之其他線別並針對更多基層人員進行訪談，進而提出更全面且更精準的改善措施，另一方面，由於旅遊業屬於服務產業，無論是對內溝通或對外溝通，皆與「人」息息相關，故未來可融入人力資源相關概念，探討旅遊產業之人才選、用、育、留的主題，透過人才培育進而提升整體服務品質，消弭服務缺口產生之可能性。
The overall scale of Taiwan`s tourism industry continues to grow. Under the environment of changes of tourism demand and the increasing competition of the whole market, how to improve the service quality and let tourists be willing to repurchase is the goal that the large-scale tourism operators are working on. However, if passengers do not further complain, the feedback from the passengers after joining the group tour often cannot be reflected to the travel industry in time. It further causes the perception gap between customers’ expectation for the travel agency and travel agency’s product departments, sales departments and other related departments. Therefore, the research will systemically analyze the satisfaction questionnaires filled by the tourists who join either Japan group tour or Europe group tour from company L in order to perceive the service gap of company L. On the other hand, based on the PZB model as the theoretical basis, through qualitative interviews, the research will explore the suggestions on eliminating the service gap of company L. The analysis results of the passenger satisfaction questionnaire summarized 10 factors, of which meals, tour guides, accommodation, transportation, sales staff and marketing campaigns account for the large proportion. Therefore, based on these 6 factors, a follow-up qualitative interview research was conducted. The results of the qualitative interviews show that the factors of passenger dissatisfaction can be improved from the perspectives of passenger expectations, manager perceptions, service quality specifications and service provision. The product department, guidance department, channel department, marketing department, human resources department, and customer relations department have important influences on internal marketing, external marketing, or interactive marketing to improve the overall service quality. However, due to the limitation of time and cost factors, this study only selects the satisfaction questionnaires filled out by tourists who joined the tour to Japan and Europe participants from July to September for analysis; nevertheless, some of the participants did not specify the reasons why they were dissatisfied in written words. Therefore, the research merely did the content analysis of the contents which were written. Moreover, as for the part of the qualitative interviews, because of the large scale of company L, this study only interviewed senior executives of the departments, and did not talk with the rank and file separately. It is recommended that in the future, the research should be extended to places besides Japan and Europe. Furthermore, more rank and file can be interviewed in order to propose more comprehensive and accurate improvement measures. On the other hand, because the tourism industry belongs to service industry, it is closely related to "people" whether for internal or external communication, so the study can be integrated into the concept of human resources in the future and further explore the topics of talent selection, staffing, training, and retention in the tourism industry; therefore, through the cultivation of talents to improve the overall service quality and eliminate the possibility of service gaps.參考文獻 參考文獻方雯玲、傅秀儒 (2019)。旅@天下 Global Tourism Vision NO.81: 加拿大航空旅遊說明會點線面全面推廣。取自https://books.google.com.tw/books?id=2ICQDwAAQBAJ&pg=PA20&lpg=PA20&dq=%E6%96%B9%E9%9B%AF%E7%8E%B2%E3%80%81%E5%82%85%E7%A7%80%E5%84%92%EF%BC%8C2019&source=bl&ots=fdeftANYZM&sig=ACfU3U1wtUp81kHdxMBARZeTn4N52HA_2A&hl=zh-TW&sa=X&ved=2ahUKEwjmo93svd_nAhUhCqYKHWzWA-4Q6AEwAHoECAMQAQ#v=onepage&q=%E6%96%B9%E9%9B%AF%E7%8E%B2%E3%80%81%E5%82%85%E7%A7%80%E5%84%92%EF%BC%8C2019&f=false [2019, May 27]交通部觀光局 (2019)。觀光統計圖表-旅行業家數統計。取自https://admin.taiwan.net.tw/FileUploadCategoryListC003330.aspx?CategoryID=b701d7ba-2e01-4d0c-9e16-67beb38abd2f&appname=FileUploadCategoryListC003330 [2018, October 12]黃明一、徐翊庭、趙致陽、李洋瑄 (2015)。大學生購買旅遊產品之服務品質滿意度—以醒吾科技大學為例。東亞論壇，(487)，21-39。陳清河、陳冠青、陳秀琴 (2014)。住宿產業之商務旅館服務品質與顧客滿意度關係之研究。 觀光與休閒管理期刊，2(2)，1-14。簡永昌 (2012)。烏來名湯溫泉會館服務品質、滿意度與再購意願之研究(未出版碩士論文)。國立臺灣師範大學運動與休閒管理研究所，臺北市。許芳銘、陳志炫 (2001)。政府機構網路資訊系統之服務品質評估模式。資訊管理展望，3，26-36。Churchill, G. A., & Suprenant, C. (1982). The seven myths of service marketing. Banking Marketing, 17, 24-32.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.Parasuraman, A. (1987). Customer‐oriented corporate cultures are crucial to services marketing success. Journal of Services Marketing, 1(1), 39-46.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12.Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of service operations: Text, cases, and readings. Boston, MA: Allyn & Bacon.Lehtinen, U., & Lehtinen, J. R. (1982). Service quality: a study of quality dimensions. Service Management Institute.Lenka, U., Suar, D., & Mohapatra, P. K. (2010). Soft and hard aspects of quality management practices influencing service quality and customer satisfaction in manufacturing-oriented services. Global Business Review, 11(1), 79-101.Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. San Francisco, CA: Jossey-Bass.Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.Ostrowski, P. L., O`Brien, T. V., & Gordon, G. L. (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, 32(2), 16-24.Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.Shin, D., & Elliott, K. M. (2001). Measuring customers` overall satisfaction: A multi-attributes assessment. Services Marketing Quarterly, 22(1), 3-19.Babakus, E., & Boller, G. W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(3), 253-268.Carman, J. M. (1990). Consumer perceptions of service quality: an assessment of T. Journal of Retailing, 66(1), 33.Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.Pizam, A., & Ellis, T. (1999). Customer satisfaction and its measurement in hospitality enterprises. International Journal of Contemporary Hospitality Management, 11(7), 326-339.Brunner, T. A., Stöcklin, M., & Opwis, K. (2008). Satisfaction, image and loyalty: new versus experienced customers. European Journal of Marketing, 42(9), 1095-1105.Millan, A., & Esteban, A. (2004). Development of a multiple-item scale for measuring customer satisfaction in travel agencies services. Tourism Management, 25(5), 533-546.Broderick, A., & Pickton, D. (2005). Integrated marketing communications. London, UK: Pearson Education.Heskett, J. L. (1994). Controlling customer logistics service. International Journal of Physical Distribution & Logistics Management, 24(4), 4-10.Bitner, M. J. (1995). Building service relationships: it`s all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
101932054資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101932054 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.advisor Chen, Chien-Wei en_US dc.contributor.author (Authors) 周文娟 zh_TW dc.contributor.author (Authors) Chou, Wen-Chuan en_US dc.creator (作者) 周文娟 zh_TW dc.creator (作者) Chou, Wen-Chuan en_US dc.date (日期) 2020 en_US dc.date.accessioned 5-May-2020 11:57:15 (UTC+8) - dc.date.available 5-May-2020 11:57:15 (UTC+8) - dc.date.issued (上傳時間) 5-May-2020 11:57:15 (UTC+8) - dc.identifier (Other Identifiers) G0101932054 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/129649 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 101932054 zh_TW dc.description.abstract (摘要) 臺灣整體旅遊產業的規模持續成長，在旅遊需求多變及整體市場環境競爭加劇下，如何提升服務品質，讓旅客願意再次回購為大型旅遊業者正在努力的方向，然由於出團人數眾多，若旅客未進一步客訴，旅客參團後所回饋的意見，往往無法及時反應給旅行業者，進而使得顧客對旅行社的期待和旅行社產品、業務及相關單位的認知存在落差，故本研究將系統性地分析L公司之短線-日本線及長線-歐洲線參團旅客所填寫之滿意度問卷，以了解L公司之服務缺口，另一方面，以PZB模型做為理論基礎，透過質性訪談，探討消弭L公司服務缺口之建議。旅客滿意度問卷之分析結果共歸納出10項要素，其中餐食、導領、住宿、交通、業人員及行銷活動占比較大，故以此6項要素進行後續質性訪談研究。質性訪談研究結果顯示，對於旅客不滿意之要素，可從旅客期望、管理者認知、服務品質規格及服務提供層面進行改善，而產品、導領、業務、行銷、人資及顧客關係部門對於內部行銷、外部行銷亦或互動行銷有重要影響，藉此以提升整體服務品質。然本研究囿於時間及經費成本因素，本研究之樣本僅挑選7-9月份之日本及歐洲參團旅客所填寫之滿意度問卷進行分析，然其中部分旅客並未以文字具體說明不滿意之處，故僅就有填寫之內容做進一步的內容分析。再者，在質性訪談的部分，因L公司規模龐大，故本研究僅訪談部門高階主管，未與基層人員逐一對話，建議未來可將研究對象延伸之其他線別並針對更多基層人員進行訪談，進而提出更全面且更精準的改善措施，另一方面，由於旅遊業屬於服務產業，無論是對內溝通或對外溝通，皆與「人」息息相關，故未來可融入人力資源相關概念，探討旅遊產業之人才選、用、育、留的主題，透過人才培育進而提升整體服務品質，消弭服務缺口產生之可能性。 zh_TW dc.description.abstract (摘要) The overall scale of Taiwan`s tourism industry continues to grow. Under the environment of changes of tourism demand and the increasing competition of the whole market, how to improve the service quality and let tourists be willing to repurchase is the goal that the large-scale tourism operators are working on. However, if passengers do not further complain, the feedback from the passengers after joining the group tour often cannot be reflected to the travel industry in time. It further causes the perception gap between customers’ expectation for the travel agency and travel agency’s product departments, sales departments and other related departments. Therefore, the research will systemically analyze the satisfaction questionnaires filled by the tourists who join either Japan group tour or Europe group tour from company L in order to perceive the service gap of company L. On the other hand, based on the PZB model as the theoretical basis, through qualitative interviews, the research will explore the suggestions on eliminating the service gap of company L. The analysis results of the passenger satisfaction questionnaire summarized 10 factors, of which meals, tour guides, accommodation, transportation, sales staff and marketing campaigns account for the large proportion. Therefore, based on these 6 factors, a follow-up qualitative interview research was conducted. The results of the qualitative interviews show that the factors of passenger dissatisfaction can be improved from the perspectives of passenger expectations, manager perceptions, service quality specifications and service provision. The product department, guidance department, channel department, marketing department, human resources department, and customer relations department have important influences on internal marketing, external marketing, or interactive marketing to improve the overall service quality. However, due to the limitation of time and cost factors, this study only selects the satisfaction questionnaires filled out by tourists who joined the tour to Japan and Europe participants from July to September for analysis; nevertheless, some of the participants did not specify the reasons why they were dissatisfied in written words. Therefore, the research merely did the content analysis of the contents which were written. Moreover, as for the part of the qualitative interviews, because of the large scale of company L, this study only interviewed senior executives of the departments, and did not talk with the rank and file separately. It is recommended that in the future, the research should be extended to places besides Japan and Europe. Furthermore, more rank and file can be interviewed in order to propose more comprehensive and accurate improvement measures. On the other hand, because the tourism industry belongs to service industry, it is closely related to "people" whether for internal or external communication, so the study can be integrated into the concept of human resources in the future and further explore the topics of talent selection, staffing, training, and retention in the tourism industry; therefore, through the cultivation of talents to improve the overall service quality and eliminate the possibility of service gaps. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究流程 4第二章 文獻探討 5第一節 服務品質 5第二節 服務品質理論 7第三節 顧客滿意度 11第四節 服務金三角 15第三章 研究方法 16第一節 研究架構 16第二節 研究設計 19第三節 研究對象與範圍 21第四節 操作性名詞定義 21第五節 資料分析方法 22第四章 研究結果與分析 26第一節 參團旅客意調表樣本分析 26第二節 參團旅客意調表分析 28第三節 不願再參團之樣本分析 29第四節 歐洲線、日本線參團旅客客訴項目分析 40第五節 訪談資料分析 42第五章 結論與建議 56第一節 研究結論 56第二節 研究建議 62第二節 研究限制與未來研究之建議方向 67參考文獻 69附件 72 zh_TW dc.format.extent 3312519 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101932054 en_US dc.subject (關鍵詞) 服務品質 zh_TW dc.subject (關鍵詞) PZB模型 zh_TW dc.subject (關鍵詞) 服務金三角 zh_TW dc.subject (關鍵詞) Service Quality en_US dc.subject (關鍵詞) PZB model en_US dc.subject (關鍵詞) Marketing Service Triangle en_US dc.title (題名) 探討團體旅遊服務品質之研究-以L公司為例 zh_TW dc.title (題名) The Study on the Service Quality of the Group Package Tour-Case on Company L en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻方雯玲、傅秀儒 (2019)。旅@天下 Global Tourism Vision NO.81: 加拿大航空旅遊說明會點線面全面推廣。取自https://books.google.com.tw/books?id=2ICQDwAAQBAJ&pg=PA20&lpg=PA20&dq=%E6%96%B9%E9%9B%AF%E7%8E%B2%E3%80%81%E5%82%85%E7%A7%80%E5%84%92%EF%BC%8C2019&source=bl&ots=fdeftANYZM&sig=ACfU3U1wtUp81kHdxMBARZeTn4N52HA_2A&hl=zh-TW&sa=X&ved=2ahUKEwjmo93svd_nAhUhCqYKHWzWA-4Q6AEwAHoECAMQAQ#v=onepage&q=%E6%96%B9%E9%9B%AF%E7%8E%B2%E3%80%81%E5%82%85%E7%A7%80%E5%84%92%EF%BC%8C2019&f=false [2019, May 27]交通部觀光局 (2019)。觀光統計圖表-旅行業家數統計。取自https://admin.taiwan.net.tw/FileUploadCategoryListC003330.aspx?CategoryID=b701d7ba-2e01-4d0c-9e16-67beb38abd2f&appname=FileUploadCategoryListC003330 [2018, October 12]黃明一、徐翊庭、趙致陽、李洋瑄 (2015)。大學生購買旅遊產品之服務品質滿意度—以醒吾科技大學為例。東亞論壇，(487)，21-39。陳清河、陳冠青、陳秀琴 (2014)。住宿產業之商務旅館服務品質與顧客滿意度關係之研究。 觀光與休閒管理期刊，2(2)，1-14。簡永昌 (2012)。烏來名湯溫泉會館服務品質、滿意度與再購意願之研究(未出版碩士論文)。國立臺灣師範大學運動與休閒管理研究所，臺北市。許芳銘、陳志炫 (2001)。政府機構網路資訊系統之服務品質評估模式。資訊管理展望，3，26-36。Churchill, G. A., & Suprenant, C. (1982). The seven myths of service marketing. Banking Marketing, 17, 24-32.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.Parasuraman, A. (1987). Customer‐oriented corporate cultures are crucial to services marketing success. Journal of Services Marketing, 1(1), 39-46.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12.Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of service operations: Text, cases, and readings. Boston, MA: Allyn & Bacon.Lehtinen, U., & Lehtinen, J. R. (1982). Service quality: a study of quality dimensions. Service Management Institute.Lenka, U., Suar, D., & Mohapatra, P. K. (2010). Soft and hard aspects of quality management practices influencing service quality and customer satisfaction in manufacturing-oriented services. Global Business Review, 11(1), 79-101.Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. San Francisco, CA: Jossey-Bass.Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.Ostrowski, P. L., O`Brien, T. V., & Gordon, G. L. (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, 32(2), 16-24.Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.Shin, D., & Elliott, K. M. (2001). Measuring customers` overall satisfaction: A multi-attributes assessment. Services Marketing Quarterly, 22(1), 3-19.Babakus, E., & Boller, G. W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(3), 253-268.Carman, J. M. (1990). Consumer perceptions of service quality: an assessment of T. Journal of Retailing, 66(1), 33.Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.Pizam, A., & Ellis, T. (1999). Customer satisfaction and its measurement in hospitality enterprises. International Journal of Contemporary Hospitality Management, 11(7), 326-339.Brunner, T. A., Stöcklin, M., & Opwis, K. (2008). Satisfaction, image and loyalty: new versus experienced customers. European Journal of Marketing, 42(9), 1095-1105.Millan, A., & Esteban, A. (2004). Development of a multiple-item scale for measuring customer satisfaction in travel agencies services. Tourism Management, 25(5), 533-546.Broderick, A., & Pickton, D. (2005). Integrated marketing communications. London, UK: Pearson Education.Heskett, J. L. (1994). Controlling customer logistics service. International Journal of Physical Distribution & Logistics Management, 24(4), 4-10.Bitner, M. J. (1995). Building service relationships: it`s all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202000426 en_US
