Service Quality Model of the R.O.C. Travel Assurance Association

• Main Authors: Chin-Jung Lin, 林進榮
• Other Authors: Ming-Huei Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/12938558811906291182

碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 101 === ABSTRACT Few literature deals with service quality model of the R.O.C. Travel Quality Assurance Association (TQAA) from the perspective of the travel agencies. Thus, the present study was initiated to propose the influential model of service quality of TQAA. First, the main factors that influence service quality of TQAA were constructed via literature review and con-verted into multi-criteria decision making (MCDM) evaluation system. Subsequently, a survey was carried out to investigate the expert agen-cy-members of TQAA and collect their opinions which were then examined using decision making and trial evaluation laboratory (DEMATEL). The result, network relation map (NRM), shows that the quality service model of TQAA including five dimensions and 16 criteria with inter-influential relationship networked by various influential values from high to low. Therefore, the influential order of dimensions can be sequenced as “assur-ance”, “reliability”, “responsiveness”, “tangible” and “empathy”. The same rule can also be applied to the individual dimension and the influential se-quence can be ordered among the criteria as well. Overall, the research re-sult demonstrates an improvement model of service quality of TQAA and can be useful reference for the related authorities. Keywords: ROC Travel Quality Assurance Association (TQAA), service quality, De-cision Making and Trial Evaluation Laboratory (DEMATEL), Network Relation Map (NRM)