[[alternative]]Ａ Study on Evaluation Index of Service Quality in Tourism Factories Industry--Application of Analytic Hierarchy Process

[[abstract]] 傳統製造業曾為台灣創造經濟奇蹟，卻因面臨國際化競爭，而使原有的優勢逐漸去，並導致產業轉型之壓力。外國的製造業因應國際化與服務業為主的產業趨勢，將工廠結合觀光，轉型成為現代新興的休閒產業。有鑒於國內工廠轉型為觀光工廠之需求，以及國內學術對於觀光工廠服務品質評估模式之建立尚有待發展，因此本研究以觀光工廠服務品質評估指標為研究主題。 本研究以「可靠性」、「有形性」、「反應性」、「保證性」和「同理心」五大主準則與十六項次準則，建立觀光工廠服務品質評估指標，並採用分析層級程序法(Analytic Hierarchy Process, AHP ) 進行分析。結果顯示，在主準則部分，專家認為「有形性」最為重要，其次則為「可靠性」、「同理心」、「保證性」、「反應性」。在「有形性」所涵括次準則之重要性依序為：「交通便利性」、「服務流程」、「設施保養」和「設施安全性」；而在「可靠性」之次準則中則以「停車場設施」為重，其次分別為：「員工服裝」和「導覽文宣」；「同理心」則以提供顧客「意見反映管道」、「無障礙設施」及「客製化服務」三項評估準則應予高度重視；「保證性」方面，專家表示應注重「專業知識」、「完整服務」和「服務信賴」；最後「反應性」方面，專家表示應注重「服務機動性」、「解說服務」和「服務時間」。透過上述經專家訪談與實證分析後所得之權重結果，本研究彙整建立出可供觀光工廠提升服務品質之重要評估因素與後續研究者依循之評估模式參考。[[abstract]] The traditional manufacturing industry has ever made economic miracle for Taiwan, but loses their origin advantageous position now. When the traditional manufacturing industry faces to the international market competition, they are forced to transfer to another industry.The foreign manufacturing industry faces to the trend of internationalization and service-focus,so combined factory with tourism and transferred to the modern leisure trade. With the needing of traditional factory transferring to the factory tours, the research of evaluation model for factory tour have not development yet. Therefore, this paper focuses to development the evaluation model. The Methodology of this study uses analytic hierarchy process (AHP) to analyze five main criteria and sixteen guidelines. According to the result, it shows that “tangibility” is the most important dimension, the followings are “Reliability”, ” Empathy”, “Assurance” and “Responsiveness”. In the “Tangibility” dimension, “Transportation convenience” is the most important indicator; in the “Reliability” dimension, “Parking Facilities” has highest importance; in “Empathy” dimension, “Feedback way ” has the highest importance ; in the “Assurance” dimension, “Professional knowledge” has highest importance. in the “Responsiveness” dimension, “Mobility Services” has highest importance This study builds a model which can be the service quality evolution indicators for the practitioner and reference materials for factory tour researches