Translated Titles

The Research of FAHP in Taoyuan Area of Service Quality Cinema



Key Words

電影院 ; 服務品質 ; 因素分析法 ; 模糊層級分析法 ; Cinema ; Service Quality ; Factor Analysis ; Fuzzy Analytic Hierarchy Process(FAHP)



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Chinese Abstract

台灣電影院的經營方式逐漸走向企業品牌及多角化的型態,在1999年第一座影城在桃園正式開幕(SBC星橋國際影城、威尼斯影城相繼在桃園地區開幕後),使得桃園地區電影院的經營與競爭進入了一個新的里程。影城型態的電影院帶給消費者新的感受,舊有的模式已無法滿足消費者,對於消費者而言,影城的整體品質與服務將會是在選擇時列入考慮; 對於影城業來說,如何在眾多競爭下爭取更多的顧客上門,服務品質的提昇實為重要,業者在追求服務品質提升的過程中,如何讓既有的顧客感到滿意並吸引新顧客上門,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,利用問卷調查的方式,從顧客滿意度之觀點,探討電影院服務品質之質之探討,並且利用因素分析法萃取出整體的服務品質之架構,最後,運用模糊層級分析法求算各要素之重要性程度(權重),進而得到各評估準則的評價分數,達到客觀評比的目標,對電影業者提出提昇服務品質管理之建議及後續相關研究參考。

English Abstract

The operation mode of the Taiwan’s cinemas is gradually heading towards corporate brands and diverse patterns. In 1999, the first cinema was officially opened in Taoyuan (the SBC Starbridge International Studios, and Venice Studios following suits). The cinema operators and competitions in Taoyuan have then entered to a new era. Those different types of movie theaters take customers to a whole new world since the old pattern has been unable to meet consumers’ needs. For consumers, the overall quality and service of movie theaters will be taken into consideration seriously when it comes to choosing a place to watch movies. As for the movie industry, how to win more customers in a number of competitions becomes the key. Thus by improving the quality of service seems to be the ultimate goal. In the pursuit of service quality improvement process, SPSS software, which extracts five dimensions of service quality, can be utilized to keep existing customers satisfied and attract new ones to come. Finally, the use of fuzzy hierarchy analysis is to calculate the elements of importance, and then come up with the assessment criteria for evaluation scores with a goal to upgrade quality control in the movie industry.

Topic Category 資訊學院 > 資訊管理學系
社會科學 > 管理學
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