Abstract In this study the marketer of a chain motel had tried to differentiate from its competitors by means of theme marketing and the marketer believed by this way the motel can improve service quality and consumer satisfaction. The research framework is based on the basis of PZB service quality model and SERVQUAL scales and added the variable of theme marketing. This study conducts questionnaires at a chain motel to analyze the underlying elements of service quality at motels. By comparing the differences of expected service, perceived service and self-evaluated service quality between themed motel (B) and non-themed motel (S) to find out the effect of theme marketing. This study also tries to figure out the service dimensions which affected customers¡¦ loyalty. The conclusions of this study are presented as follows: 1. The consumer satisfaction of themed motel is higher than non-themed motel. 2. It revealed that customers¡¦ self-evaluated service quality is significant correlation with customers¡¦ loyalty. 3. There¡¦re five measured service dimensions those impacted customers¡¦ re-consumptive willingness. They are exterior-looking, assureance, empathy, reliability and tangibility. The conclusions above are significant to the management in the following aspects: 1. The marketer of motel can improve consumer satisfaction of service quality by means of theme marketing. It helps the business differentiate from its competitors. 2. To improve customers¡¦ loyalty the marketer should make more effort to improve service quality. 3. Due to insufficiency of resource and time consuming the marketer of motel should improve the prioritized service dimensions those affected customers¡¦ loyalty.

As the take-off of ROC Economy and development of living quality of Taiwanese residents, Ministry of National Defense also began to focus on military benefits as governance emphasis, which also turned out an efficient way for each commanding officer to lead their troops. As foregoing, ROC Armed Forces widely establish Armed Forces welfare station in troops, providing variety of living necessity to soldiers. They may focus on army operational readiness training and be comfortable for living. Armed Forces welfare station unites several services and distributes daily necessity in military camp, including laundry, tailoring, hair-cutting, photo-developing, seal-engraving, dining, etc. It was hosted by Armed Forces in the beginning. Until 1998, the ROC Armed Forces supplied special fund to Armed Forces welfare station; all the operations are fully outsourced in order to increase efficiency and service quality. This study will target the personnel in Naval Recruit Training Center(NRTC) as questionnaire¡¦ samples and explore the service quality and customers¡¦ satisfaction of Armed Forces 503 welfare station. The correlation of the samples in this study is adapted to Parasuraman¡]1988¡^and ¡§Customer Satisfaction and Customer Experience¡¨ of Zeithaml & Bitner¡]2000¡^This study will be evaluated the service quality to the laundry section of Armed force 503 station with SERVQUAL framework and SPPS statistical program; analyzed valid questionnaires and explored the vivid interrelationship between service quality and customers¡¦ satisfaction. Excellent service quality may advance customers¡¦ satisfaction.

This research is based on service quality extension model and SERVQUAL (Service Quality Scale), provided by Parasuraman, Zeithaml and Berry (1985,1988,1991), with 7 dimensions and 32 revised items related to service quality and overall satisfaction, to address the service quality gap of Taipower in Penghu area, and the differences in values of service quality level, perceived level and whole satisfaction level which are affected by different background variables, as well as service quality satisfaction level of various special services. In the end, this study proposes conclusion and suggestions to improve Taipower¡¦s management performance in Penghu area and stimulate enterprise on-going development. This study which sets up the target toward over 20 year-old consumes, the management level and employees of Taipower in Penghu area, is conducted with reference analysis and questionnaire survey. Conclusions are as follows: 1. On the average, in Penghu area, the service quality gap 2, 4, and 5 are significantly different, but gap 1, and 3 are no significantly difference. 2. Gap 6 ¡§the service quality delivered by employees¡§ and ¡§service quality perceived by customers¡¨ are significantly different. 3. On the average, in Penghu area, the management level and employees have significantly different perceptions of the whole service quality. 4. On the average, in Penghu area, the customers and local eletronics service providers have no significantly different perceptions of Taipower's service quality. 5. In Penghu area, the stations of users of Taipower have significantly difference perceptions of Taipower's service quality, the rest and different background variable all has no significantly difference. 6. In different ares, the satisfaction level of users of the different, special services adopted by Taipower is lower than 50%. 7. The satisfaction level from users in Penghu's surrounding islands, about Taipower's service quality, is higher than 50%. 8. Different interviewees have significantly different perceptions of Taipower's media PR and actual satisfaction degree. Based on conclusions mentioned above, this study provides suggestions as follows: 1. In system level, the unit is whole to combine, activate to organize effect and strengthen operation ability, as well as set up a complete audit and promotion system etc. 2. In management level, the company should use technology to summarize information, build communication and trust mechanism, responding a change, the labor altogether governs etc. 3. In execution level, the company should encourage life-long learning atmosphere, reinvigorate corporate thinking, and reactivate promotion system as well as reward giving etc. Key words: Penghu area, service quality, satisfaction level, PZB

Over the past years, the rapid transformation in social vironment and the vigorous political development have stimulated the public to raise their demand for the government¡¦s administration and service quality. In order to elevate administrative effectiveness, increase competitiveness,and satisfy the public¡¦s demand for service quality, the government has undergone government renovation, the implementation of ¡§electronic government¡¨being part of this movement. Household administration, tax collection, traffic administration, and land administration are examples of computerization. Moreover, because the government budget is limited and affairs of land administration are complicated, it took more time to computerize land administration affairs. However, it has been implemented for some time, and the ¡§effectiveness¡¨is to be evaluated. ¡@¡@This study was to evaluate the effectiveness and quality of the service rendered by the Land Affairs Administration of Kaohsiung County after it implemented computerization. There are various scale methods which can be used to evaluate performance and degree of satisfaction. This study adopted the PZB model, proposed by Parsuraman, Zeithaml and Berry¡]1985¡^to analyze the differences in the cognition of service quality among the public, land administration supervisors, and employees. The finding would serve as scientific foundation for the land affairs administration to improve its service quality. The major finding was classified into four categories: (1) Some of the 25 survey items in Gap 1 and Gap 2 of service quality were rejected, (2) All the 25 survey items in Gap 3 and Gap 5 of service quality were rejected; (3) The satisfaction gap of the public was larger than that of paralegal service and brokers, (4) After examining the variance of sex, age, and education of the public, it was found that age was the most powerful varable. ¡@¡@This study found that the land administration supervisors obtained higher average scores on emphasizing service quality than those obtained by their public and employees counterparts, indicating that the supervisors attached more importance to service quality than the other 25 survey items, indicating that the administration should work hard to make things better. In addition, the public¡¦s mean score of satisfaction the brokers, indicating that the public were less satisfied than the paralegal service with the service quality offered by the land administration. This could be caused by the public¡¦s unfamiliarity with land administration laws and operating procedures, and has produced the differences in the cognition of service quality. The land affairs administration should pay attention to this phenomenon. The performance of land affairs administration offices should be evaluated based on the viewpoint of the public in order to provide service that meets the public¡¦s expectations. To remove all the gaps is what land affairs administration offices should do first in order to improve their service quality.

Exploring the Service Quality for the Virtual Government ¡@¡@¡@¡@¡@¡@¡@Abstract ¡@¡@The virtual government has been defined as the citizen services provider on the Internet. In addition to its 24-hour and 7-day everlasting service hours, it has also reinvented the ways governmental agencies deliver their services. The citizens, without any limitation of service hours and physical locations, are entitled to get access to the online governmental services such as information inquiry, online service delivery, and paperless office. The virtual government has indeed played an important role between public agencies and citizens. ¡@¡@This thesis aim to explore the citizens requirements and evaluation for the virtual government. Based on the PZB model and SERVQUAL measures of service quality, this study proposes a conceptual framework and empirical measures that assess the online governmental services. The results have shown that: ¡Ð On the dimensions for service quality: Five dimensions for measuring online governmental services quality are extracted based on factor analysis of the 24-item questionnaire. They are system functions, convenience to citizens, reliability, efficiency, and attraction. ¡Ð On the model for service quality: Based on factor analysis and 1-way analysis of variance, citizens overall satisfaction is not significantly related to their perceived service quality. The results suggest that the overall satisfaction can be evaluated directly from citizens¡¦ expected service quality due to the fact that their expected and perceived quality of online governmental services do not differ substantially. Keywords: virtual government, service quality, PZB model, SERVQUAL

Medical Imaging era is coming. The volume of business of the Department of Radiation Diagnosis is flourishing, and it drives overall hospital revenue to increase greatly. Thus, it is more important to maintain and promote the quality of medical services in hospital management. In this study, it used PZB model and referred to the SERVQUAL to design the questionnaire. It got the five dimensions for "tangible", "guaranteed", "reliability", "reactive" and "care" and twenty factors to explore the quality of service. A Department of Diagnostic Radiology of regional teaching hospital in Kaohsiung area as the scope of the study, it will be an important basis and reference to improve the quality of service according to the valid questionnaires to analyze the gap of the attention degree between medical staffs and patients for the medical service quality(gap 1), and the gap of the attention degree and the satisfaction to the medical service quality(gap 5), and the relationships between basic information of patients and satisfaction with the IPA analysis showing the service quality items distribution. In gap one, only the "reliability" and "tangible" dimensions in the five dimensions have positive gap and the dimension of "tangible" has the biggest. And ten results in 20 factors show that the attention degree of the subjects is greater than that of the medical staff, but there are no significant differences. In gap five, the five dimensions are all positive gaps and "reactive" dimensions is the biggest. In 20 factors, the subjects with the attention degree of the quality of medical services are greater than satisfaction, and in which there are 17 significant differences. Gap one and gap five have the maximum gap value both in the factor of "convenient transportation and easy parking to the hospital.¡¨ In addition, for the IPA analysis, "medical staffs can satisfy my immediate needs¡¨ fell to the quadrant of ¡§Concentrate Here¡¨. Finally, according to the results, we have the following conclusions: First, patients attach more importance to intangible service. Second, service of the medical staff begins from the heart. Third, mental cognitive of the medical staff will influence their work performance. We also have the following five suggestions: First, Improve traffic convenience. Second, strengthen the learning courses for the quality of health care personnel service. Third, implement the mechanism of service performance. Fourth, arrange the opportunities to service sharing and review. Fifth, establish a feedback way for patints.

Household administration is the basis of numerous administrative affairs. Generally speaking, the exercise of household data¡Ðbirth, death, marriage, divorce, adoption, guardianship, parental identification and residence changes¡Ðare basically reference to the government organizations and public and private groups. In October 1997, household administration fully implemented computerization throughout the island, and in June 1998, it passed through the government re-engineering program, with the ideas of enterprising spirit, customer-orientation, service-orientation and respect for citizens, to introduce government re-engineering to achieve the aim of new government movement. Therefore, it is more important to upgrade service quality in government agencies and to sastisfy customers¡¦ demands. However, household administration has implemented computerization for over 5 years, and the effectiveness of service quality is to be evaluated. This study was to evaluate the effectiveness and quality of public service rendered by Household Affairs Administration of Tainan City after it implemented computerization. This study adopted the PZB model, proposed by Parsuraman, Zeithamland and Berry¡]1985¡^to analyze the differences in the Cognition of service quality among the public, household administration supervisors and employees. The model developed ¡§SERVQUAL¡¨ measurement chart of service quality, serving as scientific foundation for household affairs administration to improve its service quality and draw up managerial strategy. The major findings are demonstrated as follows: 1. Gap examination: The 25 items of the survey in Gap1 and Gap2 related to service quality were rejected¡Fall the 25 items in Gap3 and Gap5 of service quality were rejected; in Gap3, employees did not feel satisfied with their service quality; in Gap5, service quality of household administration was to be improved. 2. Managerial strategy¡G Gap1, household administratiors should strengthen training in knowledge of speciality, ask colleagues to strive to be impartial in taking care of citizens applications, try to solve citizens¡¦ problems when they are in trouble, and come up with reward mechanisms to encourage morale to those whose telephone manners and service attitudes are good and kind. Gap2 builds up Organizational Learning, reinforces systematic thinking conception, and sets up the core value of upgrading service quality. Gap3 reinforces employees¡¦ character-building, emotional management, pressure management, communication and negotiation, and in-service training, and suggests to the superiors¡¦ time that untimely laws and regulations would be released in time. GAP5 improves in the perspectives of working environment and service facilities, positively collecting and accepting the public opinions, performing operational standardization, reinforceing control system and stressing the importance of teamwork. 2¡BAnalysis of differences¡G supervisors, employees, the public, paralegal and Li chiefs in Household administration would be influenced by sex¡Bage¡Boccupation and education of the public, it was found that occupation was the most powerful variable. 3¡BAnalysis of managerial matrix¡G B area showed an urgent need for improvement. There were 11 items, and it was the most important that household administration should offer one-stop services for the public. In managerial strategy, employees should strengthen in-service training, and combine ISO 2000 measured with six standard deviations in statistics to conduct management. Through the internet¡Bmedia and news propaganda, they should reinforce the guidance for the public on household administration laws and regulations to terminate the gaps. In showing concern, employees in household administration offices should pay much attention to the management of service quality, serve the public in the same mood and coordinate with the public¡¦s needs. In managerial strategy, they should carry out household registration and public affairs according to laws, especially seal imprint registration and reassurance¡Bissuance of ID cards, and do a good duty of a good keeper, and to take precaution to be forged, transformed and counterfeited to get rid of gaps. 4¡BThis study found that supervisors in household administration obtained higher average scores on emphasizing service quality than those obtained by their public, employees, and counter parts. The results indicated that the supervisors attached more important service quality than the other groups. The performance of household affairs administration offices should be evaluated based on the viewpoint of the public in order to provide service that meets the public¡¦s expectations. To remove all the gaps is what household affairs administration offices should do first in order to improve their service quality. In the theoretical perspective, Gap5 was the functions of Gap1, Gap2, Gap3 and Gap4 that each one of the gap was closely correlation. However, the finding was that Gap1 and Gap2 were highly negative correlation. So, the cognition between the supervisors and employees was greatly difference. To make thorough improvements was to launch the learning organization, reinforce Peter Mr. Senge¡¦s five disciplines¡Gchange mental mode, strengthen dynamic system thinking, beyond oneself, challenge oneself constantly, in-depth conversation to conduct group learning, change personal vision into the goal of organizational development and create shared vision. It finds out that the balance point of the problem upgrades the service quality and citizens¡¦ satisfaction, and creates the service-type government.

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Abstract Reading has been the focused program continuously promoted by Ministry of Education and Council of Cultural Affairs; it has been also the core program of each public library. Being seen in every administrative district of Kaohsiung City, the branches of Kaohsiung City Library is the most convenient access channel of the information of books for citizens and most influential on cultivating citizens¡¦ reading habit. The Kaohsiung City Library has actively promoted the City Reading for the past few years. The library has received people¡¦s applause due to its user-friendly measures, reading for different ages, many reading promotional activities and the marketing campaign for the importance of reading. However, whether the readers¡¦ and librarians¡¦ cognition and satisfaction at library service quality increase while the library practices the measures of the above, what are the suggestions for the library, and what are the key factors of readers¡¦ reading behavior that affecting their cognition and satisfaction with reading service quality are the emphasis of this study to explore. Based on the PZB model, this study examined the gap between the readers and the librarians of Kaohsiung City Library in the perception and satisfaction of library¡¦s reading service quality, and surveyed readers¡¦ suggestions for library service and the factors influencing their reading behavior via questionnaires.¡ª . The results of this study are concluded as follows: 1. A significant difference between the readers and the librarians in the cognition and satisfaction of library¡¦s reading service quality exists only on the answers regarding recognizable entrance, well air-conditioning, convenient opening hours, adequate loan limits, and convenient book reservation process. 2. There is a significant difference between the readers and the librarians in service personnel and service quality. 3. Readers care more about the reader¡¦s rights such as the frequent new book arrival, an increase of loan limits and an extension of opening hours; beside the frequency of new book arrival, librarians are concerned with professional librarian training and the adequacy of personnel 4. The factors affecting the reading behavior of interviewees are motive, living style, subject, best-seller, and specific author. Motive is the most influential one. Most of the reading motives are for fun, personal interest, experience enriching and knowledge broadening. That finding shows that obtaining the feeling of happiness from reading is the motive for interviewees to continue to read. The changing cognition of reading service quality is consequent on readers¡¦ experience and communication. Therefore, it is a continuously hard-working process. The administrators of the library should be kept informed frequently about readers¡¦ needs by conducting surveys, studies and communicating with the personnel in service. And, in order to meet readers¡¦ demands, the library should transform the needs to services measures to raise the level of readers¡¦ satisfaction and increase their interest in reading.

Summary: This research is based on service quality extension model , provided by Parasuraman, Zeithaml and Berry( 1985, 1988, 1991), to investigate the expectation and cognition on the practice of tourist policing service quality in Penghu county among the tourists, with different backgrounds, police supervisors and police officers here. In addition, to analyze their different views of expectation and cognition upon the launched local policing -service measure , and to investigate the tourists¡¦ satisfaction for these services as well as the differences of measure promotion, then put forward the conclusion and suggestion with the aim to make tourist policing service quality much better. The study , which is conducted with reference analysis and questionnaire survey, aimed the adult tourists visiting Penghu county, and the management level and tourist police within Penghu County Police Bureau(PHPB)to proceed this survey. Conclusions are as follows: 1. Upon the 5 service gaps, the gap 3 and 5 both has significantly difference, but no significantly difference exists upon gap 1, 2 and 4. 2. Under different backgrounds , there¡¦s no apparent differences between police administrators, along with varied ages and service seniority. But in view of the schooling record , the graduate university students from Central Police University take the tourist police service quality most seriously. In view of varied positions, differences exist upon reliability and safely , but not apparent, 3. Under the condition of various backgrounds, there¡¦s no apparent differences between tourist police officers along with different ages and service seniority. But in view of schooling record , the graduates from 9-month police training college take the tourist police service quality more seriously than those who are from 2-year training college. 4. Female tourists take the service quality more seriously under the condition of different backgrounds. Visitors, under the ¡§age¡¨ condition, aged from 20 to 29 are the less satisfied with the services. Besides, the university graduates and those who are engaged in ¡§others¡¨, on of the occupation items, are the less satisfied with the service separately under ¡§school record¡¨ and ¡§occupation¡¨ conditions. 5. According to the survey, the tourists¡¦ satisfaction level are as follows:Good and better: 52.8%,Ordinary : 26.2 % ,Bad and worse: 21%. 6. Based on statistics, more than half tourists, about 52.2%, can feel the declared services provided to them as they received the information previously through the newspaper and internet launched by PHPB. 7. The top 3 services , of the tourists¡¦ opinions, that should be strengthened are tourist police service settled in scenic spots, English communication ability and traffic order in touring area. Based on conclusions mentioned above, this study provides suggestion as follows: 1. Improve the service quality gap : The police administer should make efforts to bring forth new ideas to multiple police service and values, companied with cordial measures and attitudes, with the aim of protecting tourists¡¦ safety. Moreover, pay attention to tourists¡¦ suggestion, which by force of a track to communicate to outer environment more efficiently. Third, the communication should be reinforced inside the organization to make a efficient work team. 2. Strenghted the functions of policing service: Revise the organization, check the serving items, impose professional training, implement the management by walking around, emphasize civil trend and opinions, improve staffs¡¦ quality, strengthen system logic thought, combine information system with communication function