「服務品質」對任何行業來說已成為獲得顧客來源以爭取顧客滿意之主要因素。當競爭激烈時,能提供卓越的服務品質之企業即能與同業相抗衡並更具有競爭上的優勢。 本研究係針對台灣目前綜合性報紙閱讀率前四名之中國時報、自由時報、聯合報與蘋果日報(依筆劃順序)為研究對象,並根據中華民國報業道德規範為基礎,以SERVQUAL服務品質衡量模式來評估國內報業之服務品質,期能找出報業服務品質因素,以提供業界管理之參考。經實證結果發現: 一、報業服務品質在閱讀前期望服務項中,期望最高者為「新聞報導客觀確實」,閱讀後知覺績效最高者為「版面目錄清楚」,知覺差異最大者為「新聞均查證屬實」。 二、經因素分析萃取六個構面,其重要性依序為「可靠保證」、「服務反應」、「產品形象」、「公司推廣」、「有形性」、「品牌形象」。 三、「閱讀後知覺績效」與「期望與績效差距」在人口變數上有顯著差異。 四、「閱讀後知覺績效」比「期望與績效差距」在滿意度上更具解釋力。
“Service quality” is a key factor to increase market shares and to acquire customer satisfaction in all products. Whoever provides excellent service will definitely take a leading role among corrivals in a competitive market. In this study carried out to find factors dominating service quality of Newspapers it was shown that in the ranking of readership in Taiwan, China Times, Liberty Times, United Daily and Apple Daily are the top 4 in the market (by calligraphy). The statistics were researched using the SERVQUAL method to estimate and took the officially issued “The Regulations of Newspaper Morality” as a necessary fundamental. Accordingly the study found: 1. Readers’ priority before reading was “Truthful reporting without prejudice”. After reading it was “All categories were edited neatly and easy to read”. The most debated factor was “Re-checking stories before publication”. 2. There were six main factors that dominated readers. From first to last they were “Accuracy”, “Simultaneous Response”, “Corporate Image”, “Promotion Strategy”, “Tangibility”, and “Brand Image”. 3. In the study on “Population Statistic Variation”, “Expectation” is significantly different from “Perception”. 4. In the study on “Customer Satisfaction”, “Expectation” is more persuasive than “Perception”.