評估品牌服務品質量表之信度與效度

Reliability and Validity Examination of Brand Service Quality Scale

服務品質在商業經營中扮演著重要的角色，每項產品與服務都需要優良的品質。企業必須將品質保證視為最低合格要求，因為服務品質已成為所有企業共同認同的標準。品牌作為企業的識別標誌，不僅能幫助顧客辨識企業之間的差異，更能傳達品質水準的認知。每個品牌在顧客心目中都有不同的價值，就像每項產品的服務品質也有所不同。品牌能夠代表和展現服務品質的價值，成為顧客心中的概念。因此，研究品牌服務品質應該是商業管理的重點，因為品牌本身可以影響顧客對服務品質的感受。本研究使用品牌服務品質量表作為工具，針對某網路商務平台的顧客進行問卷調查，並透過敘述統計、項目分析、信度分析和探索性因素分析來檢驗該量表的信度和效度。研究結果顯示，品牌服務品質量表的各個題項都符合統計標準，證明該量表對於網路購物和一般消費調查具有外部效度。

Service quality is a fundamental element of business operations, as every product and service requires good quality. Businesses consider quality assurance as the minimum requirement for every output, indicating that service quality is a universally recognized standard. As a means of identification, brands not only enable customers to differentiate between companies but also convey the perception of quality levels. Each brand holds a different value in the minds of customers, similar to the varying service quality of each product. Brands have the ability to embody and deliver the value of service quality, becoming a concept in the minds of customers. Therefore, exploring brand service quality should be a focal point in business management, as brands themselves can influence customers' perceived service quality. This study utilizes a brand service quality scale as a tool, targeting customers of a specific online commerce platform. Data is collected through a questionnaire survey, and descriptive statistics, item analysis, reliability analysis, and exploratory factor analysis are employed to examine reliability and validity. The study reveals that all items of the brand service quality scale meet statistical standards, indicating external validity for investigating online shopping and general consumption.