雖然缺口分析是現今用來規劃服務策略依據的主要分析方法之一，然而在 檢測其服務品質過程中，大多利用有等距與順序特性之李克特尺度(Likert scale) 評估消費者在服務品質屬性上之自我感受與認知程度並給予適當之量化分析，
其後利用T檢定以檢查其缺口之顯著性；但以顧客自我評估之衡量方式卻有時無 法反映真實的目標績效，讓顧客在評估服務品質的過程中造成不確定及模糊 化；而模糊理論是利用適當之定量分析處理此類型之資訊，利用模糊方法可避 免在評估服務品質屬性上所成之不確定性及模糊性，雖然有不少研究運用模糊 理論於服務品質之衡量上，但僅是以語意尺度取代李克特尺度，於分析缺口時 仍是使用T檢定；但實際上，以模糊數值取代傳統之衡量方式，應尋找適切分析 模糊缺口之方法，另外，模糊統計在模糊統計學已有學者應用，但卻未有學者 將模糊統計分析應用於檢測服務品質上，故本研究提出一模糊理論與缺口分析 之整合模式欲改善此研究缺失。
根據本研究分析所示，Fuzzy-Gap與傳統缺口分析所得之結果有所差異；儘 管李克特尺度有其應用方便及建構明確等優勢，但其量化與等距之統計特性，
會使顧客所衡量之缺口增加或變小，因而無法展現真實的目標績效，進而造成 兩方法之分析結果有所差異；而經Fuzzy-Gap實證分析結果，發現台北松山機場 之管理者，應考量針對可靠性(6項)、反應性(5項)、關懷性(2項)、網站設施(3項)、
場站設施(4項)及有形(9項)進行改善決策，而可靠性中的R5、場站設施中P2、P4、
P5及有形性T10服務項目已滿足顧客的期望，建議管理者應持續維持此服務項 目，以期達到有限資源下，做出有效之服務規劃策略。
由此可知，本研究所發展之Fuzzy-Gap模式不僅能考慮到傳統缺口分析的缺 失，且更能夠真實反映消費者心中之期望與認知的評價，且由上述之實例更發 現此方法之可行性與簡易性，因此建議相關研究者或管理者可利用此方法於評 估各類服務績效衡量的研究上，以做為管理者服務策略規劃之參考依據，做出
更適切之決策方針。
參考文獻
吳柏林(2005)。模糊統計導論方法與應用。台北市：五南書局。
朱文忠(2007)。競爭環境下航空站經營策略之研究-以高雄國際航空站為例。未 出版之碩士論文，國立高雄海洋科技大學航運管理研究所，高雄市。
郭彥志(2006)。中正機場入境旅客行李通關服務品質之研究。未出版之碩士論 文，私立開南管理學院空運管理研究所，桃園縣。
郭瑞坤、洪義雄、郭彰仁(2004)。運用重視－表現程度分析法探討旅客對航空站 服務之態度研究－以台東航空站為例。觀光研究學報， 10(3)，129-152.
單慧貞、劉元璟(2007)。中國主要機場營運績效之研究。東亞論壇季刊，4(2)，
23-36。
楊茂林(2001)。航空站餐飲服務品質滿意度之研究－以高雄國際航空站為例。未 出版之碩士論文，國立中山大學公共事務管理研究所，高雄市。
Anderson, E. W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Andrew, J.D., Clayton, F. W., & Charles, P. D. (2002). The relationship between counselor satisfactionand extrinsic job factors in state rehabilitation agencies.
Rehabilition Counseling Bulletin, 45(4), 223-232.
Barros, A. G., Somasundaraswaran, A. K., & Wirasinghe, S. C. (2007). Evaluation of level of service for transfer passengers at airports. Journal of Air Transport Management, 13(5), 293-298.
Bateson, J. E. & Hoffman, K. G. (2002). Essential of Service Marketing: Concepts, Strategy, and Cases: NY Harcourt, Inc.
Benitez, J. M., Martin, J. C., & Roman, C. (2007). Using fuzzy number for measuring quality of service in the hotel industru. Tourism Management, 28(2), 544-555.
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surrounding and employee responses. Journal of Marketing, 54(4), 69-82.
Bollen, K. A., & Brab, K. H. (1981). Person's R and coarsely cately categorize measured. American Sociologizal Review, 46, 232-239.
Bottani, E., & Rizzi, A. (2006). Strategic management of logistics service: A fuzzy QFD approach. International Journal of Production Economics, 103(2), 585-599.
Cardozo, R.N. (1965). An experimental study of consumer effort, expectation and satisfaction. Journal of Marketing Research, 2(3), 224-249.
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.
Chen, F. Y., & Chang, Y. H. (2005). Examining airline service quality from a process perspective. Journal of Air Transport Management, 11(2), 79-87.
Chen, L. H., & Ko, W. C. (2008, in press). Fuzzy approaches to quality function deployment for new product design. Fuzzy Sets and Systems.
Chen, S. M. (1996). Evaluating weapon systems using fuzzy arithmetic operations.
Fuzzy Sets and Systems, 77(3), 265-276.
Chien, C. J., & Tsai, H. H. (2000). Using fuzzy numbers to evaluate perceiver service quality. Fuzzy Sets and Systems, 116(2), 289-300.
Chu, R. K. S., & Choi, T. M. (2000). An Importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: A comparison of business and leisure travelers. Tourism Management, 21(4), 363-377.
Yeh, C. H., Kuo, Y. L. (2003). Evaluating passenger services of Asia-Pacific.
Transportation Research Part E, 39(1), 35-48.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81.
Dabholkar, P. A., Thorpe, D., & Rentz, J. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of Academy Marketing Science, 24(1), 3-16.
Day, R. L. (1977). Extending the concept of consumer satisfaction. Association for Consumer Research, 4(1), 149-154.
Deming, W. E. (1982). Quality, productivity, and competitive position. Cambridge:
MIT Press.
Dubois, D., & Prade, H. (1979). Fuzzy real algebra: Some results. Fuzzy Sets and Systems, 2(4), 327-348.
Feigenbaum, A. V. (1961). Total quality control: Engirneering and management.
NY: McGraw-Hill.
Fodness, D., & Murray, B. (2007). Passengers' expectations of airport service quality.
Journal of Services Marketing, 21(7), 492-506.
Fornell, C. (1992). A national customer satisfaction barometer ： The Swedish experience. Journal of Marketing, 55(1), 1-22.
Garvin, D. A. (1984). What does product quality really means. Sloan Management Review, 26(1), 25-43.
Grönroos, C. (1984). A service quality model and its marketing implications.
European Journal of Marketing, 18(4), 36-44.
Guilford, J. P. (1965). Fundamental statistics in psychology and education (4th ed).
NY: Mcgraw-Hill.
Hu, A. H., Hsu, C. W., Kuo, T. C., & Wu, W. C. (2008, in press). Risk evaluation of green components to hazardous substance using FMEA and FAHP. Expert Systems with Applications.
Hu, Y. C. (2008, in press). Fuzzy multiple-criteria decision making in the determination of critical criteria for assessing service quality of travel websites.
Expert Systems with Applications.
Juran, J. M. (1986). A universal approach to managing for quality. Quality Progress, 19(8), 19-24.
Kanafani, A., & Ghobrial, A. (1995). Quality-of-service model of intercity air-travel demand, Journal of Transportation Engineering, 121(2), 135-140.
Kotler, P. (1998). Marketing management: Analysis, planning, implementation, and control (9 th ed). New Jersey Prentice-Hall.
Larsen, S., & Bastiansen, T. (1991). Service attitude in hotel and restaurant staff and nurses. International Journal of Contemporary Hospitality Management, 4(2), 27-31.
Lee, A. H. I. (2009). A fuzzy supplier selection model with the consideration of benefits, opportinuties, costs and risks. Expert Systems with Applications, 36(2), 2879-2893.
Lehtinen, U & Lehtinen, J. R., (1982). A study of quality dimensions. Unpublished working paper, Finland OY: Helsinking Service Management Institute.
Lele, M. M., & Sheth, J. N. (1993). The customer is key. New York: John Wiley &
Sons.,Inc.
Liu, X. H., Zeng, X. Y., & Koehl, L. (2008). A fuzzy model of customer saisfaction index in e-commerce. Mathematics and Computers in Simulation, 77(5-6), 512-421.
Lovelock, C. H. (1991). Service marketing (2th ed). NJ: Prentice-Hall international Inc.
Maloney, W. F. (2002). Construction product/service and customer satisfaction.
Journal of Construction Engineering & Management, 128(6), 522-529.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
O' Neill, M. A., & Palmer, A. (2004). Wine production and tourism: Adding service to a perfect partnership. The Cornell Hotel and Restaurant Administration Quarterly, 45(3), 269-284.
Ostrom, A. & Iacobuci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17-28.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality.
Journal of Retailing, 64(1), 12-40.
Peter, H., Danuta, A. N., & Ellen, A. (1999). Service quality and customer satisfaction: An assessment and future direction. Journal of Academic Librarianship, 25(1), 9-17.
Rohrbaugh, J. (1981). Oprtationalizing the competing value approach: Measuring performance in employment service. Public Productivity Review, 5(2), 141-159.
Rong, J., Li, G., & Law, R. (2009). A contrast analysis of online hotel web service purchasers and browsers. International Journal of Hospitality Management, 28(3), 466-478.
Runkler, T. A. (1997). Selection of appropriate defuzzification methods using application specific properties. IEEE Transaction on Fuzzy Systems, 5(1), 72-79.
Rust, R. T & Oliver, R. L. (1994). Service quality: Iinsights and managerial implications from the frontier, in Service Quality: New Directions in Theory and Practice, Rust, R. T and Oliver, R. L.Ed, Thousand Oaks.CA: Sage Publications, 1-19.
Swan, J. E., & Combs, L. J. (1976). Product performance and consumer satisfaction:
A new concept. Journal of Marketing, 40(2), 25-33.
Schvaneveldt, S. J., Enkawa, T., & Miyakawa, M. (1991). Customer evaluation perspectives of service quality: Evaluation factors and two-way model of quality. Total Quality Management, 2(2), 149-161.
Seneviratne, P. N., & Martel, N. (1991). Variables influencing performance of air terminal buildings. Transportation Planning & Technology, 16(1), 1177-1179.
Tam, M. L., & Lam, W. H. K. (2004). Determination of service levels for passenger orientation in Hong Kong International Airport. Journal of Air Transport Management, 10(3), 181-189.
Teas R. K. (1993). Consumer expectations and the measurement of perceived service quality. Journal of Professional Services Marketing, 8(2), 33-53.
Wu, H. C. (2009). Statistical confindence intervals for fuzzy data. Expert Systems with Applications, 36(2), 2670-2676.
Zadeh, L. A. (1965). Fuzzy sets. Information and Control, 8, 338-353.
Zeithaml, V. A. & Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm (2rd. ed). London : McGraw-Hill.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-21.
附錄 A
台北松山機場服務品質問卷
親愛的先生、小姐您好：
這是一份關於「台北松山機場」服務品質之學術用問卷。誠摯期盼您撥冗參 與填答，您的寶貴意見將有助於本研究之順利完成。本問卷僅供學術研究分析之 用，採不計名之作答方式，請您安心填答。
敬祝 順心如意
中 華 大 學 科 技 管 理 研 究 所 指 導 教 授 ： 林淑萍 博士 研 究 生 ： 龔裕超
林郁真 敬上
第一部分
請根據您進出『台北松山機場』接受服務之經驗，試回答下列各項有關松山機場 的服務內容中，對服務項目的重視程度？以及在實際體驗過後之滿意程度？
重 視 程 度 滿 意 程 度 非常不重視 不重視 普通 重視 非常重視 非常不滿意 不滿意 普通 滿意 非常滿意
硬體面
01.松山機場內部藝術櫥窗及相關美化設 置
□ □ □ □ □ □ □ □ □ □ 02.松山機場廁所美化綠化 □ □ □ □ □ □ □ □ □ □ 03.松山機場候機室舒適宜人 □ □ □ □ □ □ □ □ □ □ 04.松山機場餐廳整潔程度 □ □ □ □ □ □ □ □ □ □ 05.松山機場餐廳所提供之餐點 □ □ □ □ □ □ □ □ □ □ 06.松山機場內部導引指標或動線安排明
顯清楚
□ □ □ □ □ □ □ □ □ □ 07.松山機場外部導引指標或動線安排明
顯清楚
□ □ □ □ □ □ □ □ □ □ 08.松山機場金融服務 □ □ □ □ □ □ □ □ □ □ 09.松山機場郵局服務 □ □ □ □ □ □ □ □ □ □ 10.松山機場自動查詢服務 □ □ □ □ □ □ □ □ □ □ 11.松山機場電信服務 □ □ □ □ □ □ □ □ □ □ 12.松山機場無線網路服務 □ □ □ □ □ □ □ □ □ □
13.松山機場停車服務 □ □ □ □ □ □ □ □ □ □ 14.松山機場行李打包服務 □ □ □ □ □ □ □ □ □ □ 15.松山機場服務設施安全性高 □ □ □ □ □ □ □ □ □ □ 16.松山機場聯外交通便利性高 □ □ □ □ □ □ □ □ □ □ 17.松山機場停車空間充足便利 □ □ □ □ □ □ □ □ □ □ 18.松山機場商店種類具多樣性 □ □ □ □ □ □ □ □ □ □ 19.松山機場能依旅客特定需求而提供不
同之服務設施
□ □ □ □ □ □ □ □ □ □ 軟體面
20.松山機場行李通關速度及托運服務效 率高
□ □ □ □ □ □ □ □ □ □ 21.松山機場天氣查詢服務準確 □ □ □ □ □ □ □ □ □ □ 22.松山機場行李寄存服務安全可靠 □ □ □ □ □ □ □ □ □ □ 23.松山機場告知乘客相關機場法令條文 □ □ □ □ □ □ □ □ □ □ 24.松山機場飛航資訊看板顯示到離站時
間準確性
□ □ □ □ □ □ □ □ □ □ 25.松山機場服務人員儀容整潔 □ □ □ □ □ □ □ □ □ □ 26.松山機場服務人員緊急事件處理快速
可靠
□ □ □ □ □ □ □ □ □ □ 27.松山機場服務人員能主動協助旅客處
理問題
□ □ □ □ □ □ □ □ □ □ 28.松山機場服務人員能以誠懇態度解決
旅客抱怨問題
□ □ □ □ □ □ □ □ □ □ 39.松山機場服務人員服務態度良好 □ □ □ □ □ □ □ □ □ □ 30.松山機場服務人員具備專業能力素養 □ □ □ □ □ □ □ □ □ □ 31.松山機場服務人員具備第一次就把服
務做好之能力
□ □ □ □ □ □ □ □ □ □ 32.在機場網站設施能輕易找到所需資訊 □ □ □ □ □ □ □ □ □ □ 33.在機場網站設施能輕易連結至各頁面 □ □ □ □ □ □ □ □ □ □ 34.在機場網站設施網站排版易於瀏覽 □ □ □ □ □ □ □ □ □ □