使用模糊積分於旅遊網站服務品質之評估

我國自 2001 年元月起實施週休二日，推廣國民旅遊，加上隨著國民所得的提升，國人從事旅遊活動的機會增加，使得我國旅遊市場呈現穩定成長的趨勢。在競爭激烈的環境之下，旅遊網站的經營方式不再是以增加營業據點與價格戰來提昇市場佔有率，而是必須強調服務品質的提升，以提昇顧客的信心與滿意度。因此如何提升網站服務品質便成為旅遊網站業者愈來愈重視的議題。因此，探討適用於旅遊網站服務品質評估的構面與準則有其必要性。但就旅遊網站服務品質的評估而言，衡量構面間與準則之間通常存在或多或少的交互作用，故本研究採用模糊積分計算各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。本研究的主要目的在於分析旅遊網站使用者所重視的網路服務品質之評估構面與準則，以提供業者在改善網站設計以及提升網站服務品質之依據。經實證結果發現，顧客最重視的關鍵構面大致為「安全性/隱私性」、「履行性」、「保證性」，而最不重視的構面則是「有形性」。各家網站在各構面下的關鍵準則亦不盡相同，這表示各使用群體有其相對較為重視之準則。另外，利用等級相關分析探討構面之權重與績效值兩者排序之間，及各構面下準則之權重與績效值兩者排序之間是否具有一致性。結果發現各家旅遊網站可能尚未完全考量各家使用群所重視的構面與準則，故在整體與各構面之服務滿意度之提升上仍有很大的改進空間。

關鍵字

模糊積分；層級架構；電子商務；模糊測度；旅遊網站；服務品質

並列摘要

Since January 2001, five work-day a week was applied in Taiwan, which promotes the national tourism. Otherwise, the raise of national income which makes the Citizens tourism increased, so tourism market in Taiwan keep growing up stably. In order to improve customers’ confidence and satisfactory, under the environment with keen competition, the ways of operation need to change from raising strongholds and market share to promoting service quality. So the issue of promoting service quality had become more and more important. It necessitates talking about the applicative aspects and criteria for service quality on travel websites. But the assessment of service quality on travel websites, there always has interaction between aspects and criteria. Therefore, this study adopts the fuzzy integral to calculate the performance of aspects and criteria on travel websites and analyzes key aspects and criteria with fuzzy measure. The objective of this study aims at analyzing the key aspects and criteria of service quality for customers who use travel websites. In order to offer the basis of improving website design and rising up the service quality of websites. The results show that “security/privacy” and “fulfillment” are the most important aspects to consumers, compares with the Previous two aspects, “Tangible” is less important. The key criteria of every travel websites is different, which means that the user from each groups paid attention to the different criteria. This study also uses kendall’ tau rank correlation to analyze the rank between the weight and performance for both aspect and criterion that has correlated. The result show that travel websites didn’t overall consider their users’ need, there are still have room to improve their service quality.