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題名：以關鍵事件技術及劇場理論探討航空公司服務遞送滿意之研究--以臺港航線為例
書刊名：運輸計劃
作者：楊政樺 引用關係／張新立 引用關係
作者(外文)：Yang, Cheng-hua／Chang, Hsin-li
出版日期：2005
卷期：34:2
頁次：頁261-291
主題關鍵詞：關健事件技術；劇場理論；Aiken內容效度與同質性信度；參照單位分析法；Critical incident technique；Dramaturgical theory；Aiken content validity and aiken homogeneity reliability；Ridit analysis
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(13) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:10
  • 共同引用共同引用:568
  • 點閱點閱:68
依據物競天擇理論，界定利基是物種求取生存的首要課題。競爭激烈的臺港航線，業者逐漸重視其產品的獨特性，以便設計競爭者難以仿效的區隔策略。本文利用立意抽樣法，以關鍵事件技術蒐集影響顧客滿意的意見，配合劇場理論、多變量分析、 Aiken內容效度與同質性信度、參照單位分析法進行差異分析，並繼以歸納各業者的優勢服務利基。本研究發現甲公司長期「以客為尊」已成為其鮮明特色；乙公司則以場景、人本思維及飛安形象掛帥；丙公司以兩岸三地密集的路網及票價區隔市場；丁公司擁有優質的「經驗及專業知識」、空中餐飲及飛安形象。本研究提供一套簡易而嚴謹的自我評量模式，幫助業者檢視過去的努力是否已經產生期望效果，並辨識當下所面臨的潛在問題，裨益動態調整服務策略，以促進服務遞送系統與目標顧客的正向循環。
According to the “Theory of natural selection”, the priority for any species to survive is to identify its propitious niche. Due to the intense competition on the Taiwan-Hong Kong route, airlines pay more serious consideration to focus the uniqueness of their products to create the market segmentation strategies that are difficult to be duplicated by their competitors. This paper adopted “Purposeful sampling” and “Critical incident technique” to gather those critical events that will influence the customers’ satisfaction. We also applied with “Dramaturgical theory”, “Multivariate analysis”, “Aiken content validity and Aiken homogeneity reliability” and “Ridit analysis” in analyzing the advantages of the competitors’ niche and segregated with their superior service among different airlines. The results indicated that Airline A was flattered by the customers as “customers always come first”. Airline B took a lead on “setting”, “humane thoughts” and “safety”. Airline C differentiated itself by establishing frequent schedules to China and segmenting the air-market. Airline D gained its strength on “experience and professionalism”, “meals” and “safety”. This paper provides useful references for airlines in developing the critical strength under control or reinforcing the critical strength not fully in control.
期刊論文
1.Lockwood, Andrew(1994)。Using Service Incidents to Identify Quality Improvement Points。International journal of contemporary hospitality management，6(1/2)，75-80。  new window
2.Ronan, W. W.、Lathan, G. P.(1974)。The Reliability and Validity of the Critical Incident Technique: A Closer Look。Studies in Personnel Psychology，6(1)，53-64。  new window
3.Smith, Ruth Ann、Houston, Michael J.(1985)。A Psychometric Assessment of Measures of Scripts in Consumer Memory。Journal of Consumer Research，12(2)，214-224。  new window
4.Bross, Irwin D. J.(1958)。How to Use Ridit Analysis。Biometrics，14(1)，18-38。  new window
5.Bitner, Mary Jo、Booms, Bernard H.、Tetreault, Mary Stanfield(1990)。The Service Encounter: Diagnosing Favorable & Unfavorable Incidents。Journal of Marketing，54(1)，71-84。  new window
6.Kearney, T. J.(1989)。Frequent Flyer Programs: A Failure in Competitive Strategy, with Lessons for Management。Journal of Service Marketing，3(4)，49-59。  new window
7.Aiken, L. R.(1985)。Three coefficients for analyzing the reliability and validity of ratings。Educational and Psychological Measurement，45(1)，131-142。  new window
8.Flanagan, John C.(1954)。The Critical Incident Technique。Psychological Bulletin，51(4)，327-358。  new window
9.余民寧(19930100)。次序性資料的內容效度係數和同質性信度係數之計算。測驗年刊，40，199-214。new window  延伸查詢new window
10.Andersson, B. E.、Nilsson, S. G.(1964)。Studies in the Reliability and Validity of the Critical Incident Technique。Journal of Applied Psychology，48(6)，398-403。  new window
11.Price, Linda L.、Arnould, Eric J.(1999)。Commercial Friendships: Service Provider-Client Relationships in Context。Journal of Marketing，63(4)，38-56。  new window
12.Heskett, James L.、Jones, Thomas O.、Loveman, Gary W.、Sasser, W. Earl Jr.、Schlesinger, Leonard A.(1994)。Putting the Service-Profit Chain to Work。Harvard Business Review，72(2)，164-174。  new window
13.Bitner, Mary Jo、Brown, Stephen W.、Meuter, Matthew L.(2000)。Technology infusion in service encounters。Journal of the Academy of Marketing Science，28(1)，138-149。  new window
14.Grove, Stephen J.、Fisk, Raymond P.、Bitner, Mary Jo(1992)。Dramatizing the service experience: A managerial approach。Advances in Services Marketing and Management，1(1)，91-121。  new window
15.Lawshe, C. H.(1975)。A quantitative approach to content validity。Personnel Psychology，28(4)，563-575。  new window
16.Chandon, Jean‐Louis、Leo, Pierre‐Yves、Philippe, Jean(1997)。Service Encounter Dimensions--A Dyadic Perspective: Measuring the Dimensions of Service Encounters as Perceived by Customers and Personnel。International Journal of Service Industry Management，8(1)，65-86。  new window
17.Aiken, L. R.(1980)。Content validity and reliability of single items or questionnaires。Educational and Psychological Measurement，40(4)，955-959。  new window
18.Hallenbeck, George S., Jr.、Hautaluoma, Jacob E.、Bates, Scott C.(1999)。The Benefits of Multiple Boundary Spanning Roles in Purchasing。Journal of Supply Chain Management，35(2)，38-43。  new window
19.Rovinelli, R. J.、Hambleton, R. K.(1977)。On the Use of Content Specialists in the Assessment of Criterion-referenced Test Item Validity。Dutch Journal of Educational Research，2，49-60。  new window
20.Power, C.(1992)。Smart Selling: How Companies Are Winning Over Today's Tougher Customer。BusinessWeek。  new window
會議論文
1.Guiry, M.(1992)。Consumer and employee roles in service encounters。Provo, UT：Association for Consumer Research。666-672。  new window
學位論文
1.趙韶丰(2001)。服務接觸滿意關鍵因素之研究--餐飲業之例(碩士論文)。國立中山大學。  延伸查詢new window
2.葉書芳(2002)。服務品質、關係品質以及服務補救與顧客行為意向關係之實證研究--以國內航空業為例(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.吳思華(2002)。策略九說：策略思考的本質。臺北：臉譜。new window  延伸查詢new window
2.Crocker, L.、Algina, J.(1986)。Introduction to Classical and Modern Test Theory。Holt, Rinehart & Winston。  new window
3.Mehrens, W. A.、Lehmann, I. J.(1978)。Measurement and evaluation in education and psychology。New York, NY。  new window
4.Agresti, A.(1984)。Analysis of Ordinal Categorical Data。New York：John Wiley & Sons。  new window
5.Goffman, Ervin(1959)。The Presentation of the Self in Everyday Life。New York：Doubleday Anchor。  new window
6.Nyquist, J. D.、Booms, B. H.(1987)。Measuring services values from the consumer perspective。Add Value to Your Services。Chicago, IL。  new window
7.Day, George S.(1997)。Maintaining the Competitive Edge: Creating and Sustaining Advantage in Dynamic Competitive Environments。Wharton on Dynamic Competitive Strategy。New York, NY。  new window
8.Langeard, Eric、Bateson, John E. G.、Lovelock, Christopher H.、Eiglier, Pierre(1981)。Service Marketing: New Insights from Consumer and Managers。Service Marketing: New Insights from Consumer and Managers。Boston, MA。  new window
9.Whiteley, Richard、Hessan, Diane(1997)。Customer Centered Growth: Five Proven Strategies for Building Competitive Advantage。Customer Centered Growth: Five Proven Strategies for Building Competitive Advantage。0。  new window
其他
1.黃登源(2001)。應用統計分析，0。  延伸查詢new window
2.(2003)。民航統計月報，臺北市。  延伸查詢new window
圖書論文
1.Cronbach, L. J.(1971)。Test Validation。Educational Measurement。Washington, DC：American Council on Education。  new window
2.Adams, J. S.(1976)。The Structure and Dynamics of Behavior in Organizational Boundary Roles。Handbook of Industrial and Organizational Psychology。Rand McNally College Pub. Co.。  new window
3.Grove, Stephen J.、Fisk, Raymond P.(1989)。Impression Management in Services Marketing: A Dramaturgical Perspective。Impression Management in the Organization。Hillsdale, NJ：Lawrence Erlbaum Associates, Inc.。  new window
4.Hambleton, R. K.(1980)。Test score validity and standard-setting methods。Criterion-referenced measurement: the state of the art。Baltimore, MD：Johns Hopkins University Press。  new window
 
 
 
 
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