服務品質是現代服務業獲取競爭優勢的重要關鍵,高品質的服務能引發顧客持續的購買意願,獲得更豐厚的利潤。自從Parasuraman, Zeithaml and Berry(1985,1988)發展出SERVQUAL 量表以來,服務品質概念化模式的建構與測量便是最具爭議性的話題。 經由文獻探討,服務品質的概念得為一多構面、多層級的架構。本論文主要係以顧客所知覺到的服務品質為基礎,採用Brady(1997)的模式、Dabholkar, Thrope and Rentz(1996)以及Rust and Oliver(1994)的方法,應用LISREL 分析法實證不同因素在多層級服務品質模式中的影響程度,以提供理論與實務上更細緻的意涵。 本研究以四大類(美髮/速食業、乾洗/相片沖洗業、娛樂業、銀行業)之服務業為實證範圍,以台灣地區之二十歲以上,且具有該服務業之消費經驗的消費者為主要研究對象,共計發出800 份問卷,回收有效問卷為769 份,經由LISREL 分析,將實證結果分述如下: 1. 以數個知覺階層、多重構面的概念性架構,確實能夠解釋顧客所知覺到的服務品質。 2. 互動品質、環境品質以及結果品質對於服務品質的影響皆達顯著之水準,尤其以讓顧客得到所欲的服務結果影響服務品質最為顯著。 3. 態度、行為與專業程度對於互動品質皆達顯著之水準,尤其以服務人員所展現的服務行動影響互動品質最為顯著。 4. 氣氛、設計對於環境品質皆達顯著之水準,尤其以商店中無形的氣氛影響環境品質最為顯著。 5. 有形性與價值性對於結果品質皆達顯著之水準,尤其顧客對於服務結果中的有形性成份感受影響結果品質最為顯著。
Service quality is the key factor for gaining competitive advantage for modern companies. Since the SERVQUAL scale was developed by Parasuraman, Zeithaml and Berry(1985, 1988), the construct and measure of conceptual model of perceived service quality have become the most debated issue. Throughout published literatures, it suggests that service quality is a multidimensional, hierarchical construct. From this point of view, this dissertation is based on the service quality perceived by customer, using Brady’s(1997)model, and Dabholkar, Thrope, and Rentz(1996), Rust and Oliver’s(1994)methodology, applying LISREL to examine different dimensions in the hierarchical model. The research model is tested across four service industries in Taiwan(hair salon / fast food, dry cleaning / photo developing, entertainment, bank). Furthermore, 800 customers in targeted industry with age 20 or over were surveyed. 769 valid responses were collected and analyzed by LISREL model. The conclusion of this research are summarized as following: 1. The service quality perceived by customers could be explained by the multidimensional, hierarchical construct. 2. Service quality consists of interaction quality, physical environment quality, and outcome quality. 3. Factors affecting interaction quality are service provider’s attitude, behavior and expertise, in which behavior has stronger effect. 4. Atmosphere and design will affect the physical environment quality significantly; the invisible atmosphere in service encounter has stronger effect. 5. Tangibles and value will affect the outcome quality, and the tangible element in service outcome has stronger effect.