推行國民旅遊卡措施,係希望藉由補助公務人員於非假日從事休假旅遊,以帶動國內旅遊景氣。但限於平日、異地、隔夜、於特約店刷卡使用,方能請領補助的相關限制,已影響公務人員休假旅遊方式及習慣。本文以全國公務人員為研究對象,將之分為北、中、南、東四區施以問卷調查,藉由Kano 二維品質模式探討國民旅遊卡之服務品質屬性,並進一步分析使用滿意度,找出可增加滿意及減少不滿意的品質項目。本研究發現,多數公務人員心中認知國民旅遊卡服務品質多不具二元觀念,仍以傳統一元看法居多。而人口統計背景不同,特別是年齡、性別、婚姻狀況、教育程度、工作地、服務機關及消費金額的不同,對服務品質看法有顯著差異。 此外,公務人員之年齡、婚姻狀況、教育程度、服務機關、工作地點、月收入、使用次數多寡及每次刷卡金額,對國民旅遊卡務品質滿意度,具有顯著差異。
The purpose of the domestic travel card policy promoting in Taiwan is to stimulate the prosperity of the domestic travel market by subsidizing the governmental officials engaging in traveling. But the card can only be used overnight, on weekdays, in different places, and in special contract shops when they want to get governmental subsidies. The policy promoting has affected the consumers’ behavior of the governmental officials. The research is trying to use Kano’s two dimensions models to explore the quality attribution of the domestic travel card, and furthermore, to analyze the customers’ satisfaction to find out how to increase the number the consumers are fond of and those they aren’t. The research indicates that the governmental officials think most of the quality attribution of the domestic travel card tends to one dimension rather than two dimensions quality. In addition, governmental officials' age, marital status , the level of education, the unit & place of working , monthly income, the frequency of using the card and the amount of money people each time spend, the satisfactory service degree of using the domestic travel card, all show differences between them.!??