電影院服務品質績效衡量－以W電影院為例

The Use of Importance Performance Analysis for Evaluating the Cinema Service Quality

鄭來宇(Lai-Yu Cheng) ； 彭淑芸(Shu-Yun Peng) ； 黃礎嬅(Chu-Hua Huang) ； 楊妙琪(Miao-Ji Yang)

《品質學報》 15卷3期 (2008/06) Pp. 249-258

摘要

對於服務業來說，追求品質的提昇是相當重要的，而在衡量服務品質的過程中，如何讓既有的顧客感到滿意並且繼續消費，是一個值得業者關心的議題，其中，電影院面臨各種新興媒體之競爭困境下，必須不斷以完善的服務品質、創新的行銷策略來吸引客群，因此本研究參考PZB所提出的五大構面，利用問卷調查及個別訪談的方式，從顧客滿意度之觀點，探討電影院服務品質績效衡量之實證研究，並且利用探索性因素分析萃取出三個影響服務品質之構面，最後，透過重要度－認知矩陣模式分析，對電影業者提出提昇服務品質管理之建議。

關鍵字

服務品質 ； 重要性－績效矩陣IPA ； 探索性因素分析

並列摘要

Enchasing service quality is the critical important for service industry. Satisfied customers and keep them to consume is importance issues during service measurement process. Facing the market competition, the cinemas need to gain excellent service quality. This research investigated consumer satisfactions to evaluate the service quality performance of the cinema. This study sought to identify those questionnaire items that are referred by PZB model. Base on the statistical analysis, this paper find out the critical factors. Finally, using Importance-perception Analyses (IPA), this paper proposed a suggestion of cinema service quality improvement.

並列關鍵字

service quality ； importance-perception analyses IPA ； factor analysis

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