The Effects of Information Technology Services on Service Quality and Relationship Quality in Hotel Industry
林怡菁、賴其勛 ; 汪睿祥
E-mail: 9315894@mail.dyu.edu.tw
ABSTRACT
In order to remain competitive advantages, service providers are increasingly offering their customer more information technology (IT) service options. These service options are expected to help service providers improve their service quality, financial performance, customer satisfaction, and the quality of relationship with their customers. Because of the importance of IT in service industries, we need to understand more clearly how customers of service providers evaluate technological products and their interaction with service employees, how IT service options affect customer’s perception of the overall service quality, and finally the quality of relationship between service provider and their customer. The results are as follows: 1.Customers’ perceptions of service quality are affected by their attitude toward using technological products and also their need to interact with service employees. 2.IT service options affect customers’ perceptions of service quality. 3.Customers’ perceptions of service quality affect the quality of their relationship with hotel. To get these results, we propose a causal model of service quality centering on linkages between key variables such as service quality and the quality of relationship. The hypothesized model is then tested based on data collected from a sample of hotel customers and using a LIRSEL approach.
Keywords : information technology (IT) ; self-service technologies ; service quality ; relationship quality Table of Contents
封面內頁 簽名頁 授權書………iii 中文摘要………
………v 英文摘要……….vi 誌謝….………
……….vii目錄……….... viii 圖目錄………
………xi 表目錄………xii 第一章 緒論………
………1 第一節 研究背景與動機………1 第二節 研究目的…………
………4 第二章 文獻探討………5 第一節 自助科技服務……
………5 第二節 整體服務品質的知覺………17 第三節 關係品質………
………23 第三章 研究方法………30 第一節 研究架構………
………30 第二節 研究假說………31 第三節 研究變數的定義與衡量………
………34 第四節 研究對象與抽樣方法………40 第五節 問卷設計………
………40 第六節 資料分析方法………43 第七節 問卷信、效度………
………44 第四章 資料分析與結果………59 第一節 樣本結構分析………
…………59 第二節 LISREL 整體模式分析………64 第三節 巢狀分析………
……67 第四節 本研究模型估計結果………71 第五章 結論與建議………
………76 第一節 研究結論………76 第二節 管理上的意涵………
…79 第三節 研究限制………81 第四節 後續研究建議………81 參考文獻………83 附錄一(研究問卷)………
……97
REFERENCES
中文: 1.行政院主計處民國九十年台閩地區工商及服務業普查結果提要分析 http://www.dgbasey.gov.tw/census~n/two/del/ANALY.doc 2.
吳明隆，SPSS統計應用實務，2000，松崗電腦圖書資料股份有限公司 3.卓越雜誌，2003，6月，P168-170 4.黃俊英，企業研究方法，二 版，2001，東華書局 5.郭獻元，『自助服務科技服務品質評量模式之研究』，國立台灣科技大學碩士論文，2003 6.陳榮宗，『影響策略
、滿意度、與績效關係之研究─以汽車業為例』，大業大學，2001 7.葉書芳，『服務品質、關係品質以及服務補救與顧客行為意向關係 之實証研究』，國立成功大學碩士論文，2002 英文: 1.Anderson, E. and Weitz, B.（1989）,”Determineants of Continuity in Conventional Industrial Dyads”, Marketing Science,Vol.8, pp.310-323 2.Anderson, J. C. and Narus, J. A.（1990）”A model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing,Vol.54,pp.42-583. Anderson, James & David Gerbing,(1988)” Structural
Equation Modeling in Practice A review and Recommended Two Step Approach” Psychological Bulletin, 103 pp. 411-423. 4.Alpar, Paul（1992
）,”Automation of Banking Function and Its Mangerial Implications”, IEEE Transactions on Engineering Management.39（4）,pp.378-385 5.Bateson, J.E.G., and Hoffman K. G.,(2002)”Essential of Service Marketing: Concepts, Strategy, and Cases, Harcourt, Inc 6.Bateson. J.E.G.
（1985）”self-service Consumer: An Explor TORY Study.” Journal of Retailing.61（fall）pp.49-76 7.Berry, L.L.（1995）” Relationship Marketing of Services-growing Interest, Emerging Perspectives”, Journal of Academy of Marketing Science, Vol.23,No4,pp.236-245 8.Berkley, B.
and Gupta, A.（1994）,”Improving Service Quality with Information Technology”, International Journal of Information
Management,Vol.14,pp.109-121 9.Bitner Mary Jo, Amy L. Ostrom, and Matthew L. Meuter（2002）”Implementing Successful Self-service Technologies” , Academy of Management Executive, Vol.16NO.4 10.Bitner, M.J.,B.H. Booms and M.S. Tetreault,1990, The Service Encounter:
Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing 54（January）,pp.71-84 11.Bowen, D.E.,（1986）”Managing Customers as Human Resources in Service Organizations”, Human Resource Management 25 （3）pp.371-383 12.Breakwell, G.M.,C.
Fife-schaw, T.Lee and J.Spencer（1986）, Attitudes towards New Technology in Relation to Social Beliefs and Group Memberships: A
Preliminary Investigation.” Current Psychological Research and Review 5（1）,pp.34-47 13.Bentler & Bonnett (1980),” Significance Tests and Goodness of Fit in the Analysis of Covariance Structures” Psychological Bulletin, 88, pp.588-606. 14.Business Week ,（1990）Service Pay is Fueling Inflation 26（April 23） 15.Biter, M. J. , S. W. Brown, M. L. Meuter. （2000）”Technology Infusion in Service Encounters.” Journal of the Academy of Marketing Science 28（1）pp.138-149 16.Bonfield, P.（1996）,”IT Helps Satisfy Customer Needs”, Management Today,5 December. 17.Curran James M., Mattew L. Meuter and Carol F. Surprenant（2003）, “Intention to Use Self-Service Technologies: A
Confluence of Multiple Attitudes”, Journal of Service Research, Vol5,No3.pp.209-224 18.Cline,K. （1997）,”Call Centers: the Heart of Direct Banking,” Banking Strategies , November/December, pp.88-96 19.Chakravarty, S., Feinberg, R. and Widdow, R（1997）,”Reasons for Their Discountent”, Bank Marketing,Vol.29No.11, pp.49-52 20.Churchill, G.A. and C. Surprenant, ”An Investigation into The Determinants of Customer Satisfaction,” Journal of Retailing,Vol.66,1990,pp.33-35 21.Crosby, L.A.,K.R. Evans and D. Cowles（1990）,” Relationship Quality in Services Selling: An Interperdonal Influence perspective,” Journal of Marketing,54（2,）pp.68-82 22.Cowles, D.（1989）”Consumer Perceptions of Interactive Media”, Journal of Broadcasting and Electronic Media 33（1）pp.83-89 23.Cowles, D. and L.A. Crosby,（1990）
”Consumer Acceptance of Interactive Media”, The Services Industries Journal 10（3）,pp.521-540 24.Dwyer, F. R., P.H Schurr and S. Oh,
（1987）”Developing Buyer-Seller Relationship” ,Journal of Marketing, 51（April）, pp.11-27 25.Dabholkar, Pratibha A., Kellaris, James J., (1992) ”Toward Understanding Marketing Students'' Ethical Judgment of Controversial Personal Selling Practices”, Journal of Business Research. New York: Jun. Vol. 24, Iss. 4; pp. 313 26.Dabholkar. Pratibha A. （1996）”Consumer Evaluations of New Technology-Based Self-Service Option: An Investigation of Alternative Models of Service Quality.” International Journal of Research in Marketing 13（1
）pp.29-51 27.Dabholkar, P.A.（1994）”Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes”, Journal of Consumer Research 21（June）,pp.100-118 28.Domegan, Christine T.,(1996)”The Adoption of Information Technology in Customer Service”, European Journal of Marketing.30(6),pp. 52 29.Domegan, Christine T. (1996),“ The Adoption of Information
Technology in Customer Service”, European Journal of Marketing. 30(6), pp. 52 30.Dicherson, M.D. and J.w. Gentry, （1983）,
”Characteristics of Adopters and Non-adopters of Home Computers”, Journal of consumer Research 10（September）, pp.225-235 31.Dorsch,M.J., Swanson, S.R. and Kelley, SW.（1998）”The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers”, Journal of the Academy of Marketing Science,Vol.26, No.2, pp.128-142 32.Dwyer, F.R., Schurr, P.H. and oh, S.（1987）,
”Developing buyer-seller relationships”, Journal of Marketing,Vol.51,pp.11-27 33.Danaher, P. and Haddrell, V.（1996）”A Comparison of Question Scales Used for Measuring Customer Satisfaction.”, International Journal of Service Industry Management,Vol.7No.4,pp.4-26 34.Fiske, S.T.,（1982）”Schema-triggered Affect, in :A.H.H Astorf and A.H. Isen, eds.”, Cognitive social psychology（Elsevier, New York）,pp55-78 35.Forman, A.M. and V. Sriram （1991）”The Depersonalization of Retailing: Its Impact on the ‘Lonely’ Consumer”, Journal of Retailing 67（2）,pp.226-243 36.Fornell, C. and Wernerfelt, B.（1987）,”Defensive marketing Strategy by Customer Complaint Management: a Theoretical Analysis.” Journal of Marketing Research, Vol.24,pp.337-346 37.Fornell, C. & Larcker, V. F. (1981),” Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.” Journal of Marketing Research, 18, pp. 39-50. 38.Furey, T.R.（1991）
”How information power can improve service quality,’ Planning Review,Vol19 NO.3,pp.24-26 39.Galbreath, J.（1998）”Web-based banking: creating a technology road map”, Credit World, Vol.86 No.5, .pp.24-28 40.Ganesan, S.（1994）”Determinants of long-term orientation in buyer-seller relationships” ,Journal of Marketing,Vol.58, .p.1-19 41.Garbarino, E. and M. S. Johnson(1999), ”The different roles of satisfaction, trust, and commitment in customer relationships”, Journal of Marketing,63(2),pp.70-87 42.Globerson, S and Maggard, M.J.（1991
）,”A Conceptual Model of Self-service,” International Journal of Operation 7 Production Management,Vol.11,No4,pp.33-43 43.Gummesson, E. (1987),”The New Marketing: Developing Long-Term Interactive Relationships”, Lonf Range Planning, 20(4), pp.10-20 44.Gronroos, C.,
（1982）”An applied service marketing theory, European Journal of Marketing 16（7）,pp.30-41 45.Gronroos, Christian(1984) ”A Service Quality Model and Its Marketing Implications”, European Journal of Marketing,Vol.18, pp.37-45 46.Guity, M.,（1992）”Consumer and employee roles in service encounters, in: J.F. Sherry, Jr. and B. Strernthal, eds., Advances in consumer research,Vol.19 pp.666-672 47.Gummesson, Evertn (1991),” Truths and Myths in Service Quality”The Journal for Quality and Participation. Cincinnati Vol. 14, Iss. 4, pp. 28
48.Gummesson, E. (1992),” Using Internal Marketing to Develop a New Culture “The Case of Ericsson Quality. Journal of Business and Industrial Marketing, 2(3), pp.23-28 49.Haywood-Farmer (1988)” A conceptual Model of Service Quality”, International Journal of Operation &
Production Management, Vol.8,No.6, pp.19-29 50.Heskett, J.L., Thomas O.J., Loveman, G.W.,W Earl Jr Sasser and Leonard A.
Schlesinger(1994)”Putting the service4-profit chain to work”, Harvard Business Review,72(2),pp.164-172 51.Henry,J. and Stone, R.（1994）,
”A structural equation model of end-surer satisfaction with a computer-based medical information system”, Information Resources Management journal, Vol.7 No.3, pp.21-33 52.Hennig-Thuran, T. and Klee, K.（1997）,”The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development, “Psychology and Marketing,14（8）,pp.797-64 53.John Emerson.(1998)
“Information technology: The key to successful 1:1 relationships” Managed Healthcare. Apr 8(4) pp. 16 54.Joreskog, K.G., and Sorbom, D.,(1993),”LISREL8 User’s Reference Guide Chicago: Scientific Software 55.Johnson, M.D.,（1984）”Consumer choice strategies for comparing noncomparable alternatives”, Journal of Consumer Research,11（December）,pp.741-753 56.Jones, T. O. and W. E. Sasser, (1995)
”Why Satisfied Customer Defend,” Harvard Business Review,73(6),pp.88-99 57.Kelley, S.W.J.H. Domnelly, Jr. and S.J. Skinner,（1990）,
”Customer participation in service production in service production and delivery “ Journal of Retailing 66（3）,pp.315-335 58.Kauffman, Robert J. and Laura Lally （1994）, ”A Value Platform Analysis Perspective on Customer Access Information Technology,” Decision Sciences, 25（September/December）, pp.767-794 59.Kettingrt, W.J., and Lee C.C.(1997),”Pragmatic Perspectives on the Measurement of Information Systems Service Quality, ”MIS Quarterly, 21, pp.223-240 60.Kelley, Maryellen R（1994）,”Productivity and Information Technology: The Elusive Connection”, Management Science.40（11）pp.1406-1425 61.Keith Roberts, Sajeev Varki, and Rob Brodie（2003）,” Measuring the quality of relationships in consumer service :an empirical study.” European Journal of Marketing. Vol.37 No1-2,pp.169-196 62.Kotler P.,（1991
）”Englewood Cliffs ,New Jersey: Prentice Hall Inc”, Marketing Management: Analysis, Planning, Implementation, and Control ,7th ed.
63.Kotler P.,(1991)”Marketing Management: Analysis, Planning, Implementation, and Control”,7th ed., Englewood Cliffs, New jersey: Prentice Hall Inc. 64.Kumar, N., L. K. Scheer and J.B. Steenkamp, (1995)”The effects of supplier fairness on vulnerable resellers,” Journal of Marketing Research,32（1）,pp.54-65 65.Lagace, R.R., Dahlstrom, R. Gassenheimer, J. B. (1991), ”The Relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry”,Journal of Personal Selling and Sales Management,11(4),pp.39-47 66.Langeard. Eric. John Batesin. Christopher H. Lovelock, and Pierre Eiglier（1981）”Service Marketing: New Insights from Consumers and Managers” Report No.81-104.Cambridge.MA: Marketing Science Institute. 67.Lehtinen, Uolevi and J.R. Lehtinen（1982）”service quality: A Study of Quality Dimensions, Unplished Working Paper”, Service Management Institute, Helsinki. 68.Ledingham, J.A.,（1984）”Are consumers ready for the information age?” Journal of Advertising Research 24（4）, pp.31-37 69.Levitt, Theodore,(1972) ”Production-Lion Approach to Service”, Harvard Business Review, Vol.50, Sep/Oct ,pp.41-52 70.Liljander, V. and T. Strandvik,（1993b）” Different Comparison Standards as Determinants of Service Quality.” Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, Vol6, pp.118-132 71.Liljander,V.
and Strandvik, T.（1995）”The nature of customer relationships in services”,inSwartz, T.A., Brwen, D.E. and Brown, S.W.（Eds）,Advances in Services Marketing and Management: Research and Practice, Vol.4, JAI Press ,Inc. ,Greenwich ,CT pp.141-167 72.Lerew, T.（1997）,
”Technology raises the standard of satisfaction”, Credit Union Magazine ,VOl.63, No8,pp.8-9 73.Martin,Williams B.,”Defining What Quality Service Isfor you ?”,Cornell Hotel & Restaruant Administration Quarterly,16,4, Fed.,(1986),pp.32-88 74.McDougall, G.H.G and Levesque, T.J.(1994)”Benefit segmentation using service quality dimensions: an investigation in retail banking”, International Journal of Bank Marketing, Vol. 12No.2, pp.15-23 75.Meuter, Matthew L. and Hocevar（1985）,”Self-Service Technologies: Extending Service Frameworks and Identifying Issues for Research.” In Marketing Theory and Applications, Dhruv Grewal and Connie Pechman. eds. Chicago: American
Marketing Association. 9 pp.12-19 76.Meuter, Matthew L. and Mary Jo Bitner (1998),”Self-Service Technologies Extending Service Frameworks and Identifying Issues for Research.” In Marketing Theory and Applications, Dhruv Grewal and Connie Pechman. 25(September) pp50-64 77.Meuter. Matthew L. Amy L. Ostrom. Roben J. Roundtree. and Mary Jo Bitne.（2000）“Self-Service Technologies: Understanding Consumer Satisfaction With Technology-Based Service Encounters” Journal of Marketing 64（3）pp.55-64 78.Morgan, R.M. and Hunt, S.D.
（1994）,”The commitment-trust theory of relationship marketing, ”Journal of Marketing, Vol. 58, No3, pp.20-38 79.Moorman, C.,R.R Deshpande and G.Zaltman（1993）,”Factors in Affecting Trust is Market Research Relationships”, Journal of Marketing,Vol.57, pp.81-101 80.Mills,P.K.and J.H. Morris（1986）,”Clients as ’partial’ employees of service organizations: Role development in client participation , Academy of Management Review 11（4）,pp.726-735 81.Mick, David G and Susan Fournier（1998）” Paradoxes of Technology : Consumer Cognizance, Emotions and Coping Strategies.” Journal of Consumer Research,25（September.）pp.50-64 82.Parasuraman, A., V.A, Zeithaml, and L. L. Berry（1988）,” ERVQUAL:A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Rwtailing, 64（1）, pp.12-40 83.Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1991) ”Refinement and Reassessment of the SERVQUAL Scale”, Journal of Retailing, Vol.67 , pp.420-450 84.Parasuraman. A.（1996）”Understanding and Leveraging the Role of Customer Service in External Interactive and Internal Marketing.” Paper presented at Frontiers in service Conference. Nashville. TN（October） 85.Parasuraman,, Zeithaml, and Berry（1985）,”Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing,49（fall）,pp.44-50.
86.Rugimbana, Robert, Iversen, Philip., (1994) ”Perceived attributes of ATMs and their marketing implications” The International Journal of Bank Marketing.12(2),pp.30 87.Rugimbana, Robert(1995)”Predicting automated teller machine usage: The relative importance of perceptual and demographic factors” The International Journal of Bank Marketing13(4), pp. 26 88.Pease, J.（1998）”Using technology to move beyond customer satisfaction, ”Health Management Technology,March,pp.39-41 89.Reichheld, F. and Sasser ,W.E.（1990）,”Zero defections : quality comes to services” , Harvard Business Review, Vol.68, p.p.105-111 90.Randle, W.M.（1995）”Delivering the future: redefining the role of banks in a new competitive environment”, Bank Management, January/February, pp.45-48 91.Sasser, W.E., R.P. Olsen, Jr., and D.D Wyckoff.
(1978)”Text and Cases, Boston: Allyn and Bacon”, Management of Service Operations,pp.33-54 92.Schneider,B. and D.E. Bowen,（1985）
”Employee and customer perceptions of device in banks” ,Journal of Applied psychology ,70（3）,pp.423-433 93.Storbacka, K., Strandvik, T.
and Gronroos, C.（1994）”Managing customer relationships for profit: the dynamics of relationship quality”, International Journal of Service Industry Management, Vol.5 No.5,pp.21-38 94.Solomom, M.R., C.F. Surprenant, J.A. Czepiel and E.G. Gutman（1985）,”A role theory perspective on dyadic interactions: The service encounter”, Journal of Marketing 49（Winter）,pp.99-111 95.Surprenant, C.F. and M.R.
Solomon,（1987）”Predictability and personalization in the service encounter” Journal of Marketing 51（2）,pp.86-96 96.Storbacka, K., T.
Strandyik and C. Gronroos（1994）,”Managing Customer Relationships for Profip: the Dynamics of Relationship Quality.” International Journal of Service Industry Management,5（5）pp.21-38 97.Smith, B.（1998） ,”Buyer-seller Relationships: Bonds Relationship management, and sex-type” Canadian journal of administrative sciences, 15(1), pp.76-92 98.The New York Time,（1989）”The Powerful push for self-service
” April 9 ,S3-1 99.Tam,Jackie L.M. and Y.H. Wong(2001),” Interactive selling: a dynamic Framework for services”, Journal of Services Marketing , Vol.15(5), PP.379-396 100.Wilson, D.T.（1995）,”An integrated model of buyer-seller relationships, ”Journal of the Academy of Marketing Science,23（4）,pp.335-345 101.Zhu Fsye X,Walter Wymer Jr, and InJazz Chen（2002）,”IT-based services and service quality in consumer banking.” International Journal of Service Industry Management, 13（1）,pp.69 102.Zeithaml, V.A., Berry, L.L. and Parasuraman, A.
（1996）,”The behavioral consequences of service quality, ”Journal of Marketing, Vol.60, pp.31-46
