服務品質的衡量是服務行銷中非常重要的課題,但目前學者們對服務品質
的認定及衡量仍有許多爭議存在。本研究企圖藉由實證及信、效度等相關
認證標準評斷目前已開發且可實際運用的三種服務品質衡量方法之優劣,
除了一方面可供產、學各界參考運用外,一方面也可藉此對目前服務行銷
服務品質領域的知識累積工作作一總合性的檢核工作。本研究分為導論、
文獻探討、研究方法、基本服務品質衡量方法分析、調整服務品質衡量方
法分析、以及結論及建議等六章。主要所得結論為修正 SERVPERF無論在
主要評斷指標(信、效度)或輔助評斷指標(運用價值)上均優於修正
SERVQUAL及修正Non-Difference二法,但二法之間的優劣則互為參差。另
外,本研究亦於研究過程中發現三法各問項在得分趨勢上有相反或相似現
象,此點深值後續探討。其結論如第六章所述。根據結論,本研究又引出相
關建議五點亦如第六章內所述。

The SERVICE QUALITY AREA is the most important subdomain of the
SERVICE MARKETING, but there are many arguements still on the
service quality identification and measurement topics. This
stu- dy tries to compare the current main three service
quality me- asurement methods'''''''' strengthes and weaknesses by the
main-criter- ion(reliability and validity) and sub-criterion(
utility) in order to resolve the confusion and offer real-
useful result for busi- ness.Improving right accumulation of
knowledge in SERVICE QUALI- TY AREA is one of the main purposes
also. INTRODUCTION、LITERATURE REVIEW、METHODOLOGY、ANALYSIS OF
BASIC SERVICE QUALITY MEASUREMENT METHOD、ANALYSIS OF ADJUSTED
SERVICE QUALITY MEASUREMENT METHOD and CONCLUSION AND
SUGGESTION are the content of this study.The main conclusion
gained by this study is the REVISED SERVPERF is the relative
best service quality measurement method than the REVISED
SERVQUAL and the REVISED Non-Difference.By the conclusions can
get five suggestions as Chapter 6..