應用多重期望於服務品質屬性之改善排序與改善方案之擬定－－以汽車客運業為例

Applying Multi-expectation Approach to Priority Ranking of Attributes and Alternatives Regarding Service Quality Enhancement: A Case Study of Intercity Bus Carriers

企業在有限的資源下，決定改善服務品質屬性的順序與擬定改善方案，已是管理實務上的重要課題。本研究將多重期望概念應用在重要度與績效分析上，對服務品質屬性進行改善順序的排序，並藉由服務品質概念模式與服務品質延伸模式，由服務遞送程序的觀點探討影響服務品質不佳的因素。為驗證本研究所推演的研究假說，先針對汽車客運業進行服務品質屬性的排序，再挑選一家汽車客運業者示範改善方案的擬定，並且同時採用質化與量化的調查與分析方式。分析結果顯示，以知覺服務優越性觀點，汽車客運業需優先改善的服務品質屬性包括「與乘客互動」中有2項、「有形服務設備」中有3項，以及「營運支援管理」中有1項，而個案公司應優先針對「員工與工作的配合度」進行改善方案之擬定；以知覺服務適當性觀點，汽車客運業需優先改善的服務品質屬性包括「與乘客互動」中有2項、「服務提供便利性」中有3項，以及「營運支援管理」中有2項，而個案公司應優先針對「員工與工作的配合度」進行改善方案之擬定。

Since an enterprise only has limited resources, how to improve the prioritizing of service quality attributes and develop projects aiming at follow-up improvement has become an important issue in the field of management practices. This study applied the concept of multi-expectation to conduct importance-performance analysis, in the hope of improving the prioritizing of service quality attributes. Furthermore, through adopting the conceptual model of service quality and the extended model of service quality, this study also probed into the causes of poor service quality from the perspective of service-providing procedures. To test the hypotheses, service quality attributes were prioritized for the intercity bus industry, with an intercity bus company being chosen as the case study to demonstrate the procedures for drafting improvement plans. Regarding methodology, this study conducted both qualitative and quantitative investigations and analyses. The analytical results indicated that from the perspective of perceived service superiority, the intercity bus industry needs to improve: (1) interaction with passengers (two items), (2) tangible service equipment (three items), and (3) operating management support (one item). From the perspective of perceived service adequacy, the intercity bus industry needs to improve: (1) interaction with passengers (two items), (2) convenience of service (three items), and (3) operating management support (two items). From both perspectives, the case study on the chosen intercity bus company should first draft a plan for improving employee-job fit.