應用PZB服務品質模式於馬祖旅遊滿意度之研究

本研究主要探討應用PZB服務品質模式於馬祖旅遊滿意度之研究，本研究採取量化研究，進行問卷施測後共收回有效問卷92份。本研究經由信度分析、相關分析、變異數分析及迴歸分析等實證統計方法，發現重要結論：1.PZB服務品質Cronbach’s α值0.925及旅遊滿意度Cronbach’s α值0.764，二者皆符合文獻研究問卷之信度標準。2. PZB服務品質與旅遊滿意度有顯著正相關。3. PZB服務品質及個別構面對旅遊滿意度有正向顯著影響。4.不同性別、年齡、教育程度及婚姻狀懭等受訪者在PZB服務品質與旅遊滿意度看法上都沒有顯著差異。及5.不同職業受訪者在服務品質之可靠性、反應性、保證性與同理心等構面看法上現顯著差異，但是在旅遊滿意度與有形性服務品質構面等看法上並無顯著差異。

關鍵字

PZB模式；服務品質；顧客滿意度；馬祖

並列摘要

This research mainly discusses the application of the PZB service quality model to this research on tourism satisfaction in Matsu. This research adopts quantitative research, and a total of 92 valid questionnaires were collected after the questionnaire was administered. Through empirical statistical methods such as reliability analysis, correlation analysis, variance analysis and regression analysis, this study found important conclusions: 1. The Cronbach's α value of PZB service quality is 0.925 and the tourism satisfaction Cronbach's α value is 0.764, both of which are in line with the literature research questionnaire reliability standard. 2. There is a significant positive correlation between PZB service quality and tourism satisfaction. 3. PZB service quality and individual components have a positive and significant impact on tourism satisfaction. 4. Respondents of different gender, age, education level and marital status have no significant differences in views regarding PZB service quality and tourism satisfaction. And 5. Respondents from different occupations have significant differences in views regarding reliability, responsiveness, assurance and empathy of service quality, but there are no differences in views regarding tourism satisfaction and tangible service quality.