Applying Importance-Performance Analysis to Diagnose Service Quality of Travel Service Centers –The Case of New Taipei City Travel Service Centers.

• Main Authors: LI TING CHEN, 陳莉婷
• Other Authors: WEN CHIEN CHO
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/90024085702317031840

碩士 === 醒吾科技大學 === 觀光休閒系所 === 101 === While we are trying to actively develop tourism and leisure industries, travel service centers will definitely play a key role to develop the industry. For this concern, the facilities and service quality must be above the level of the average. Although a users’ satisfaction survey is carried out per month, how good the survey’s reliability and validity is still makes a question. Also we wondered if the quality of the service improves effectively; if the public fund wasted on unnecessary hardware and software facility adjustment is all the key issue we tried to focus on in the study. This study used questionnaire analysis of the survey to the people who had gone into the service centers and used the service. 320 surveys were passed out, 296 samples obtained through the investigation were valid . The analysis used SPSS 10.5 Statistical System Software for Windows to analyze the data obtained through the questionnaire of the satisfaction and importance which visitors considering and through importance-performance analysis to find out how the visitors of the service centers thought about the service provided; how satisfied they were and how useful and important they thought about the service. The conclusion will be hopefully taken as an evaluation and reference for the related organizations as they seek for improvement. According to the questionnaire, most of the people who took the questionnaire survey were between age of 21 to 30, students, unmarried, education level of college or university, monthly income level below ten thousand and residence of northern Taiwan. From an five structure analysis point of view, the result showed that the visitors valued the reactivity most and the tangibility the least. If we considered the question items, the most valued one was ‘the accuracy of the information provided by the staff’. The second most valued one was ‘the willingness of the staff to assist all visitors’ and ‘the staff’s attitude of not mind explaining the information repeatedly’ . The least valued items were ‘reading glasses provided by the centers’, ‘ if the TV which playing the film matched the visitors’ need’ and ‘if touch-screen digital guide machines met the visitors’ need’. From the analysis, we can conclude that the visitors attached great importance to all staff’s performance than the hardware facilities. Considering of the satisfaction of the visitors, the study also showed that visitors appreciated the service than the hardware facilities. At last, through the IPA analysis result, four service quality which is ‘logo awareness and location of the center’, ‘Wi-Fi service’, ‘recharge service for smart phones’ and ‘resting area quality’ provided by New Taipei City Travel Service Center should be put through improvement urgently.