應用離散型順序反應值資料轉換法探討空運旅客對科技型服務接觸滿意度之研究

Applying the Data Transformed Method of Discrete Nature of the Ordinal Responses to Measure the Air-Passenger Satisfaction on Technology-Based Service Encounters

楊政樺(Cheng-Hua Yang)

《顧客滿意學刊》 3卷2期 (2007/09) Pp. 153-189

https://doi.org/10.30066/JCS.200709.0006

摘要

簡化商務趨勢下，IATA呼籲航空業應致力推廣自助服務科技以提昇效率。固然，科技基礎服務之應用雖可造福旅客，但旅客面臨服務變革時，是否全然抱持正面態度值得深研。本研究以關鍵事件技術蒐集影響「自助式報到亭」及「網上預辦登機」之使用者滿意因素從事問卷規劃。繼而，應用排序機率值轉換法和排序邏輯值轉換法將受訪者的離散型順序反應值轉換為連續性資料，以建立客觀的量化指標。結果顯示：在自助式報到亭方面：(1)「操作容易度」為其強項與特色；(2)旅客在人機互動過程中可得到「愉悅感」；(3)業界對旅客的授權仍有保留，無法滿足旅客所期待的自主性及駕馭感；(4)轉機服務仍有技術侷限性；(5)獎勵民眾使用機器的誘因並不足以構成吸引力。在網上預辦登機方面：(1)「愉悅程度」為其強項與特色；(2)旅客可輕鬆在網路上完成資料檢索及遠端資料存取工作；(3)網站的穩定與資料傳輸安全已獲得民眾信任；(4)「可控制程度」為其弱項與亟需改善的關鍵；(5)轉機服務的銜接性仍待改善。相關建議策略亦於內文深入探討。

關鍵字

自助服務科技 ； 排序機率值轉換法 ； 排序邏輯值轉換法

並列摘要

Under the simplification of the business theme, IATA has appealed airlines to spread the ”self-service technologies (SSTs)” in order to enhance efficiency. The applications of technology-based services have benefited travelers; however, not all travelers gave enthusiastic response to this innovation. This study adopted the Critical Incident Technique to gather the critical events that affect SSTs-users' satisfaction during the check-in process and develop the questionnaire. Afterwards, the Ordered Probit Data Transformed Method and the Ordered Logit Data Transformed Method were employed to convert the respondents' discrete ordinal responses to the features of an interval scale and provide the statistical inferential properties for comparison purposes. The results of this research provide a set of valuable information for improving and promoting the concepts of SSTs. As to the performance of the service-self check-in kiosk, (1) ”Expected ease of use” is its strengths and characteristics, (2) Passengers gain enjoyment through the process of interaction between the kiosk and passengers. (3) The enterprise still retains authorities to the passenger, and it failed to meet the passengers' expectations of highly controllable environment and self-controlling. (4) The technology bottleneck related to the connected flight service are required to improve and (5) Airlines' rewards and incentives are not satisfactory enough to increase passengers' acceptance of kiosks. As to the performance of the Internet check-in system, (1) ”Expected enjoyment” is its strengths and characteristics, (2) Passengers can easily complete information retrieval, and remote data access. (3) The stability of website and the security of data transmission have successfully got the public trust. (4) ”Expected control” is its weakness, as well as the key issue which needs more improvement and (5) The transfer service connection also needs more improvement. The managerial implications are presented in the paper.

並列關鍵字

Self-Service Technologies ； Ordered Probit Data Transformed Method ； Ordered Logit Data Transformed Method

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