| Summary: | 碩士 === 國立嘉義大學 === 休閒事業管理研究所 === 94 === In recent years, with the government administered the two days off policy, people have been spending more time on domestic tourism. Therefore, it is important to improve the service quality of national freeway service area. This study discussed the strategies of the service quality improvement to satisfy tourist and user demands in service area. The key point of improving service quality is to meet customer’s demands, and we get the most effective outcome by cross-departmental cooperation.
Taking national freeway service area as an example, we study the service quality of the company and it shows certain gaps between expectative and actual services. Since customers are the soul of service, the research combines Kano’s model with Quality Function Deployment(QFD) to understand customer’s needs and develops better service skills. We apply QFD to determine key elements of customer satisfaction, prioritize quality techniques, and improve the service quality to overcome the perceived gap between customers and service providers. In this study, we found that service quality infects overall service satisfaction positively, and overall service satisfaction infects tourist’s loyalty positively. After executing QFD model, we learned the top five quality scopes:「Facility Maintenance Management」,「Materiel Management」,「Store,Food and Beverage Management」,「Passenger’s Moving Path Planing」,「Information Interpretative Service」.
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