- 學位論文
發展網站服務品質指標: 以台灣飯店網站為例
The Development of a Web-based Service Quality Scale: a case of Hotel Websites in Taiwan
摘要
服務的概念相當廣義且模糊，最主要的原因是由於服務難以量化，本研究透過系統性的文獻回顧以及深入了解飯店網站所應具備之條件，發展出「網站服務品質」，並經過偏最小平方法Partial Least Squares(PLS)驗證，結果顯示模型達到良好的信效與效度。網站服務品質可由四個主要構面所組成，包含「資訊價值」、「網站便利性」、「顧客關係」以及「服務能力」。儘管「網站服務品質」檢定假說均成立，但其理論重視部份還是有與實際不符，研究透過刪除網站便利構面下的速度性與移植性二項屬性，修正後的模型判定係數高於修正前的模型，代表模更具有解釋力。透過研究模型進而研製一份適合飯店業對於網站服務品質的評估量表，此量表簡單易計算，因此各家飯店業者皆可透過量表來衡量自家網站品質。當然飯店業者也可以依循研究構面的定義或屬性定義來自行增修操作型變數，為此可參照本論文之量化步驟給予衡量之目標。
並列摘要
The concept of service is quite generalized and unclear. The main reason is that service is difficult to quantify and calculate. By recollecting the previous literature and listing the terms which a hotel website needs to equip, this research develops the Web-based service quality. Through Partial Least Squares (PLS) analysis, the result proves that the model does well on both the reliability and validity. Web-based service quality consists of four aspects: information value, website convenience, customer relationship and service capability. Though the hypothesis of Web-based service quality is valid, there are still some differences between theory and reality. Therefore, this research eliminates Speed and Portability from website convenience. The R^2 of the adjusted model is higher which means it is more convincing on measuring Web-based service quality. As a result, the scale is easy for the Hospitality to measure the quality of website and to modify the operational variable by referring to the quantification in the research.