[[alternative]]RESEARCH ON CHAIN BOOKSTORE SERVICE QUALITY MODEL

[[abstract]] 本研究依據PZB服務品質模式為理論基礎，利用服務品質五大差距(GAP)的二十六個構面，設計連鎖書店服務品質的問卷量表，實證對象以誠品書店的消費者為主，研究工具以SPSS統計軟體分析問卷資料，藉由迴歸分析及中央極限定理，推導出連鎖書店服務品質滿意度之預測方程式與信賴區間。研究結果如下所述： 一、連鎖書店服務品質二十六個構面來看，以「有形性、接近便利性、禮貌性」最受消費者肯定，而以「安全性、市場調查、控制力」為消費者一致認為有待加強之事。 二、藉由中央極限定理推導出，連鎖書店服務品質整體滿意度介於 4.857~5.251 之間，由此反應出消費者對於連鎖書店服務的感受是屬於中高評價。 三、針對消費者個人基本變數分析，除了「教育程度、個人月收入」二項變數沒有顯著差異外，其它的「性別、年齡、職業、婚姻、消費地點」等變數，對連鎖書店的服務品質都有顯著差異性存在。 四、依據服務品質模式各差距間的函數關係，以SPSS統計軟體，進行迴歸分析，建立連鎖書店服務品質之預測方程式，如下：Y＝ 0.227X1 ＋ 0.015X2 ＋ 0.351X3 ＋ 0.375X4 五、由預測方程式得知影響連鎖書店服務品質最重要的差距為GAP4。[[abstract]] This research is a theory foundation according to the PZB service quality model. The questionnaire of the service quality of the chain bookstore quantity forms were designed by making use of 26 components of service quality five greatest gaps the consumers of article bookstore are the main survey response. Data processing was carried out using SPSS analysis questionnaire data, by the regression analytical and central limit theorem, deduce estimate equation and confidence interval of the service quality satisfaction of the chain bookstore. The results show as the followings: 1. Based on the 26 components of service quality. Among all the components, tangible, access convenience, and courtesy were most praised by consumers. Security, market investigation, and control ability are considered to be improved. 2. As based on central limit theorem. The satisfaction of the chain bookstore service is from 4.857 to 5.251. According to the result showed that there was mid-high evaluation from consumers’ cognition within it. 3. The analysis which is based on the consumer individual variables, demonstrates that apart from the education level and monthly income show no notable difference; others such as gender, age, occupation, marital status and location all indicate they have notable difference the services qualities of chain bookstores. 4. The regression analysis on the predictive formula of chain bookstore service was carried out with SPSS10.0 as follow: Y＝ 0.227X1 ＋ 0.015X2 ＋ 0.351X3 ＋ 0.375X4 5. From the predict equation we know that the most important influencing disparity of service quality for chain book stores is GAP4