A Study on Service Quality, Complaint Handling , and Satisfaction --- The Case of Mortuary Ser-vices Office of Kinmen County

• Main Authors: Chih-pin Yang, 楊志斌
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/zs2647

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 97 === Raising the alive and burying the dead are big events in life. Since ancient times, our countrypersons have viewed funeral as one of the important parts of life ceremony. To pacify dead ones’ souls and to comfort living ones’ hearts is a cultural ethics for maintaining the tradition, also the virtue inherent in deliberate ancestral worship. The researcher serves in Mortuary Services Office of Kinmen County, a public sector, who often thinks about how to provide superior funeral service quality based on the most solemn, reverent and consummate mindset, in order to satisfy people’s or their relatives’ needs. Therefore, in this study, the situation of satisfaction was understood through service quality and the ways to deal with complaints. Besides, the funeral ser-vices provided by the funeral business proprietors and local personages and the elders in Kinmen County, as well as the degree of recognizing Kinmen County’s funeral poli-cies, were also added. The Measurement Model of Objective Satisfaction was estab-lished through the application of Regression Model, to provide reference for manage-ment in Mortuary Services Office of Kinmen County. This study mainly intends to explore the correlation among service quality, complaint handling , and satisfaction in Mortuary Services Office of Kinmen County. Service quality was measured by the SERVQUAL instrument pro-posed by Parasuraman, Zeithml and Berry (1988). The degree of satisfaction toward the Mortuary Services Office was assessed based on the respondents (relatives or residents of township). In this study, 341 effective samples were adopted, based on Kinmen County’s five townships—namely Jincheng Township, Jinhu Township, Jinsha Township, Jinning Township and Lieyu Township— as well as the Kinmen County’s townspersons who sojourn in Taiwan. In the analysis, the statistical testing method was used to analyze the service quality and satis-faction; the analysis of variance (ANOVA) was applied to identify if there were perception differences of service quality, complaint handling and sat-isfaction among different residing townships; the regression analysis was adopted to explore the correlation among service quality, complaint handling , and satisfaction. The statistical testing results found that the service quality and satisfaction of Mortuary Services Office of Kinmen County are both positively admired. The ANOVA shows that different residing townships of resident have different perception on service quality, complaint handling and satisfaction of Mortu-ary Services Office of Kinmen County. Finally, regression analysis shows that the sat-isfaction is positively influenced by the service quality provided by Mortuary Ser-vices Office of Kinmen County; in addition, the satisfaction is positively influenced by the service quality toward complaint handling. Through this study, we have found that service quality and complaint handling process have positive influence on satisfaction. Regarding service quality, the degree of cognition will de different, depending on different residential locations; peo-ple in Kinmen area will show differences in cognition of service quality, complaint handling process and satisfaction; secondly, complaint handling process has mediating effect between service quality and satisfaction. The researcher suggests that Mortuary Services Office of Kinmen County should list service quality as the first priority, and has to deal with people’s complaints well, in order to enhance their sa-tisfaction. We hope to develop the funeral culture in Kinmen, so as to provide an-cestors and townspersons with the most superior funeral service of greatest satisfaction.