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10 20 1 3 3 50 2 30-50 100 6

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2006 2005 1995 2008 2007 1995 2005 2005 1 38 - http://ship.nmmst.gov.tw/ship/ship03_00.asp 10

4.29 6.6 98 4 30 98 6 4 0980032496 98 4 30 11

2003 1. 2. 3. 4. 10

1990 2002 Lovelock& Wright Kotler 2002 2003 11

PZB ( 1988 determinants of service quality : reliability ) responsiveness ) competence ) access ) 080 courtesy ) communication ) 12

credibility ) security ) understanding / knowing the customer ) tangibles ) ParasuramanZeithunl Berry1988 SERVQUAL (SERVQUAL) convenience 13

(SERVQUAL) 1. tangibles ) 2. reliability ) 3. responsiveness ) 4. assurance 5. empathy ) SERVQUAL 14

1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 8. 1. 2. 3. 4. 5. 6. 6 8 250 8 15

ParasuramanZeithunl Berry1988 SERVQUAL tangibles ) reliability ) responsiveness ) assurance empathy ) 5 2005 convenience 26 (T1A) (T13) (T2A) (T3) 16

(T33) 6 97.6% 91.4% 80.1% 74.7% 72.6% 72.1% 81.4% 8 1. 21 218 85.1 2. 96 38.7 152 61.3 3. 192 77.4 44 17.7 12 4.8 4. 1-4 87 35.1% 5. 17

39.1 45.2 6. 7. ( ) 175 70.6 8. NT$19,999-82 33.1 9. 8 60 24.2 1. 20 () 2. t 3. 4. 6-7 5. / 6. 18

NT80,000-8 8 97.6% 91.4% 80.1% 74.7% 72.6% 72.1% 81.4% 8 20 () 19

20 / NT20,000- NT39,999

Ishikawa Kaoru 21

Kotler,P.,(1994).Marketing Management:Analysis, Planning Implementation and Control (8th ed.),new York: Prentice-Hall. Kotler,Philip(2003),Marketing Management,11 th ed,prentice-hall Inc. Lovelock Christopher H,Wright Lauren2002Principles of Service Marketing and Management/2E,Prentice-Hall Inc Oliver,R.L.(1981)," Measurement and evaluation of satisfaction process on retail settings, " Journal of Retailings,Fall,57. Parasuraman,A.,Zeithaml,V.A.,and Berry,L.L.,(1985), A conceptual model of service quality and Its implications for future research, Journal of Marketing, Vol.49, Fall, pp.41-50. Parasuraman,A.,Zeithaml,V.A. and Berry,L,L.,(1985). Quality counts in service, Business Horizons,28,pp.44-53. Parasuraman,A.,Zeithaml,V.A. and Berry, L,L., (1988). SERVQUAL a multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Vol.64,No.1,pp.12-40. 2004 Managing People 2003 1999 2003 2008-1999 1987-1990 2006-2001 22

2002 2005 2003 2005 1990 23

24

25

26

781,033 772,814 793,918 746,504 749,607 857,798 478,268 317,519 495,776 480,768 488,706 492,663 463,208 335,537 1,098,552 1,268,590 1,274,686 1,235,210 1,242,270 1,321,006 813,805 2008 857,798 14.45% 2009 478,268 44.24% 2009 27

28

29

30

31

32

33

34

35

36

9 6 7 6 37

38

39

40

4 41.2% 41

42

43

44

45

2009 () AA4 ( ) ( ) (2008) 46

47

48

49

50

51

http://www.edu.tw/files/site_content/b0055/.doc 52

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