- 學位論文
網站服務品質與績效之分析: 以台灣飯店網站為例
The Analysis of Website Service Quality and Performance: a case of Hotel Websites in Taiwan
摘要
網站種類繁多，提供眾多且複雜的資訊，然而，各網站間卻缺乏一致性衡量標準來評價網站服務品質。本研究宗旨於瞭解台灣飯店網站服務品質與經營效益之關聯，首先透過文獻回顧與深入瞭解網站應具備之功能，本研究發展出評鑑飯店網站的服務品質量表，透過評估網站並輔以問卷試圖釐清廠商的觀點。 本研究以175間通過交通部觀光局之第六次星級評鑑的台灣飯店網站為研究對象，有效評估網站為153間，經營績效問卷回收67份。資料分析透過偏最小平方法Partial Least Squares(PLS)驗證其研究架構與邏輯關係，研究結果顯示飯店網站服務品質可經五大構面來衡量，分別為「資訊價值」、「可用性」、「顧客關係」、「可信性」及「服務能力」，且飯店網站服務品質會隨著星級提升而增加，並且研究結果證實飯店網站服務品質高低對於經營績效影響是具有正向顯著的關係，特別對於企業績效影響程度高於財務與組織績效。本研究重要貢獻在於建構飯店網站服務品質之衡量模式及方法，且證實網站服務品質對於經營績效之顯著影響。
並列摘要
The present research aims to explore the relations between the service quality of Taiwan hotel websites and its operational performances. We develop a scale to assess the service quality of the hotel websites, and attempt to construct an evaluating system to figure out the concept of service quality. This research focused on the 175 hotels which passed the star hotel rating evaluation by Tourism Bureau in Taiwan, the 22 hotels were eliminated from the samples because of the websites were not accessible. The 67 hotels were analyzed which complete the questionnaires of operational performance. Partial Least Squares (PLS) was used to analyze the operational performances as the function of hotel website service quality involving Information Value, Usability, Customer Relationship, Credibility and Service Capability. The relations among the five sub-dimensions of websites service quality, hotel ratings, and operational performances were examined. The results showed that hotel websites service quality had a positive influence on operational performances; moreover, from the enterprises’ point of view, the influence of hotel websites on the enterprise performance was higher than both of on the financial performance and organizational performance. This research is academically and theoretically contributive to website service quality and operational performance.