遊客對旅遊類APP服務品質之期待與滿意度之研究

The Study on the Expectation and Satisfaction of Service Quality about Tourists with Tourism Mobile Application

本研究主要在探討遊客使用手機下載旅遊類App，從事旅遊相關資訊之查詢、訂購旅遊商品以完成遊程後，對於該App所提供之各項服務介面之期待與表現之落差情形及影響因素分析，以了解旅遊App的各項服務品質是否需要再做進一步的改善，以提供App開發者參考。研究對象以台閩地區使用過手機旅遊類App之民眾為主，問卷參考e-SERVQUAL量表設計26題問項，採網路便利抽樣問卷調查方式進行，共回收260份問卷，有效問卷251份。資料分析採用敘述性統計及重要度－－表現分析法（Importance-Performance Analysis，簡稱IPA），結果發現「完善的退貨說明與服務」是待改善的，而「介面容易操作」、「完成交易迅速」與「會收到確認郵件或簡訊通知」等3項則是不用過度重視。 This study focuses on tourists using mobile phones to download travel App, engaged in tourism-related information inquiries, after ordering travel goods to complete the run, the App for each service interface expectations and performance of the gap situation and the impact of factor analysis, To understand the service quality of travel App needs to be further improved to provide App developer reference. The subject of this research is about the people who used mobile tourism app in Taiwan and Fujian Province. The questionnaire is based on e-SERVQUAL Questionnaire 26 Questionnaire, web snowballing and convenience sample questionnaire survey. A total of 260 questionnaires were collected and valid questionnaires 251 copies. The data analysis uses narrative statistics and the Importance-Performance Analysis (IPA), and found that 'perfect return instructions and services' are to be improved, while 'interface is easy to operate' and 'complete the transaction is rapid' And 'will receive a confirmation e-mail or newsletter notice,' 3 is not over-valued.

This study focuses on tourists using mobile phones to download travel App, engaged in tourism-related information inquiries, after ordering travel goods to complete the run, the App for each service interface expectations and performance of the gap situation and the impact of factor analysis, To understand the service quality of travel App needs to be further improved to provide App developer reference. The subject of this research is about the people who used mobile tourism app in Taiwan and Fujian Province. The questionnaire is based on e-SERVQUAL Questionnaire 26 Questionnaire, web snowballing and convenience sample questionnaire survey. A total of 260 questionnaires were collected and valid questionnaires 251 copies. The data analysis uses narrative statistics and the Importance-Performance Analysis (IPA), and found that 'perfect return instructions and services' are to be improved, while 'interface is easy to operate' and 'complete the transaction is rapid' And 'will receive a confirmation e-mail or newsletter notice,' 3 is not over-valued.