由於網際網路的普及,網站購物的消費模式已被顧客所接受,而網站服務品質也成為旅遊網站業者愈來愈重視的議題。由於消費者對於服務品質會有個人主觀意識及模糊的成分,如果以精確的數值較無法真正表達消費者對服務品質的認知。因此本研究提出旅遊網站的服務品質評估模式,包括效率、履行性、回應性、保證性等12個構面,採用模糊積分計算四家旅遊網站在構面與準則的績效值,並以模糊測度分析關鍵構面與準則。研究發現「安全性/隱私性」和「履行性」為服務品質的關鍵構面,「交易安全」和「商品(服務)可信度」是關鍵準則。這些結果可提供業者在改善網站設計以及提升網站服務品質之依據。
With the spreading of the Internet, the consumption pattern of the online shopping has been accepted by customers. The online service quality has become an issue being attached more and more importance from travel websites. Since customers may hold the human subject decision and fuzzy attitude towards the service quality, the precise numerical value can not truly convey customers' cognition on the service quality. Therefore, applying the fuzzy integral to calculate the performance value of four travel websites on aspects and criteria, this study will propose the service quality evaluation model for the travel websites including such 12 dimensions as efficiency, fulfillment, responsiveness, reliability etc to analyze the key dimension criteria with fuzzy measures. The results of the study show that security/privacy and fulfillment are the key dimensions of service quality, while the transaction security and commodity trust are key criteria. All of these will offer evidence for dealers to improve the website design and online service quality.