非營利機構之服務品質研究－以國立科學工藝博物館觀眾服務義工運用為例

本研究應用由Parasurman，Zeithaml & Berry等三位學者發展之SERVQUAL服務品質模式，探討國立科學工藝博物館觀衆服務績效缺口之大小。研究以普查方式針對所有觀衆服務義工與管理者進行調查與統計分析。結果發現國立科學工藝博物館管理者最重視的觀衆服務品質構面為「信賴性」，觀衆服務義工則在「有形性」表現最佳；而在「提供觀眾的資訊正確詳細」之服務傳遞小於服務品質規格，因此產生服務績效缺口。

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並列摘要

The research applies the mode of Servqual service quality developed by three scholars: Parasuraman, Zeithaml and Berry to study whether the gap of service achievements about voluntary workers in NSTM exists and personal characteristics of voluntary workers will influence the service achievements. This research will investigates and conducts statistic analyses upon the voluntary workers and supervisors in NSTM through questionnaires. This research surveys volunteers and supervisors separately by questionnaires. The effective questionnaires are counted up eight for supervisors and fifty-four for volunteers. The problems on questionnaire are divided into two big parts: Ⅰ. Factors of service quality: It includes five aspects of service quality which are formed by seventeen factors. (1)Tangibles: It refers to tangible service facility, appearance of service people, tools and operational equipments used to provide service. In this aspect, we design four questions: neat clothes and appearance, service function of each equipment, and attractive appearance of each equipment. (2)Reliability: It refers to service reliability and consistance, that is, to deliver reliable and proper service to guests. In this aspect, we design two questions, including carrying out promised to visitors and offering customer made solution. (3)Responsiveness: It means that service people can serve and handle rapidly toward service requests and problems, including desires and sense of timely service. In this aspect, we design five questions: services for accomplishing promise in time, providing correct information's record, advising visitors in advance about when to provide which kind of service, being able to enjoy rapid service from service people, and helping visitors with high desire. (4)Assurance: It means that service people should possess necessary professional knowledge and ability and are kind and polite enough to earn guests' trust. In this aspects, we design four questions: being able to believe service people, having a sense of security a s coming into contact withservice persons, service people's cordial and polite attitude, and museum's support toward the service people. (5)Empathy: It means the service people can pay more attentions and concerns to each guest's request. In this aspect, we design three questions: the concern of visitors, knowing visitors' requests and Benefits, and correspond to visitors' requests. Ⅱ. Variables of volunteers' personal characteristics: Sex, age, educational degree, vocation, and training period. This research finds out that the supervisors of NSTM consider the service quality part attached importance by visitors mostly is ”Reliability.” The supervisors ask volunteers with kind and polite attitude to help visitors and place themselves in visitors' positions to solve problems rapidly and gladly. Upon ”Tangiblea”, the volunteers in NSTM who serve visitors have the best performance. They are very glad to help visitors and show out their nice appearance, kind and polite attitude. Only the service quality's standard of correct and detailed information provided to visitors cannot achieve supervisors' request so that it produces a quality gap. It is in that the volunteers only serve one time weekly, which results in receiving late information. The museum should provide volunteers every latest message, reasonable plan, effective training or learning courses constantly, provide them suitable learning chances to let them have bigger sense of participation, satisfy the need of maturing themselves, build sense of identification, heighten service quality, and promote collectively permanent business and development of the museum. As for aspects, according to results of self-evaluation, volunteers are better than supervisors. Therefore, there is no gap. What we have to explain is that under different population's statistical variables, this research starts and analyzes the connections between service people and their achievements from the point of self-evaluation on volunteers' work. This cannot represent that service achievements of volunteers are good or bad. It may lose its objectivity because the results of self-evaluation would be influenced easily by self-consciousness. In order to get objective service achievements of volunteers, it should be evaluated from the point of view of visitors in the future and this is also an opportunity to enhance service quality.