Outsourcing attracted much attention in 1989 when Kodak outsourced its data center operation to IBM (International Business Machines Corp.). Nowadays, this strategy has become more popular. At the beginning of this century, the ASP (Application Service Provider) model was considered one of the typical solutions of Internet-based IT (Information Technology) outsourcing. Although this model has been transformed and renamed (e.g. SaaS - Software as a Service), the principle concept of providing IT service through the Internet or wide area network is still there. This study attempts to explore the determinants of customer perception of Internet-based IT outsourcing by obtaining a comprehensive understanding of the ASP model. The research dimensions not only include factors affecting users' perception of service quality but also ASP business position (i.e. the firm origin of ASP and its provider type) and services utilized by the customers. Through the study of firm history, two important theoretical themes of this research - path-dependence and Ansoff's product/ market growth matrix - are taken account of in exploring the influence of the determinants. Web-based questionnaire survey research is conducted together with a documentation study to collect data. Targeting the customers of the top 50 ASPs selected by ASPnews.com during the period 2001-2004, the researcher contacted 597 potential respondents, and 196 responses were returned. The valid sample consisted of 175 responses, and 124 of them not only provided full information for satisfaction evaluation but also the information for tracking their ASP vendors' business position. The GLM (General Linear Model) and the Pearson correlation coefficient were the major statistical approaches used to evaluate the survey data for developing a structural model. The research findings indicated that the factors associated with service competitiveness, such as capability and performance, reliability and trustworthiness, affordability, integration and customization, have positive effects on customer perceived satisfaction; whereas lock-in has a negative effect. More specifically, the origin of the ASP firm has a direct effect on capacity and performance, and also directly influences the use of IT adoption services. Based on this finding, a descriptive analysis and qualitative research shows that two mechanisms for path-dependence - existing expertise and perceived expertise - can affect the satisfaction level of capacity and performance of ASP services. On the other hand, provider type has a direct effect on affordability and also directly influences the use of facility supporting services. On this basis, another two mechanisms for path-dependence - transaction cost and standardization - can indirectly impact customer's perception of this business model via affordability. In addition to those major findings, some other determinants (e.g. software applications, brand of applications, and intensity of service used) were also identified in this study. The study result can be used for theoretical understanding about the determinants of ASP customer's perception. It not only indicates a new perspective to enhance the current body of research on this topic, but can also be more broadly applied to any fast-growth firm, rapid-change business, or technology intensive industry. Acknowledgements I would like to sincerely thank the following people for their contribution to this research project. Dr. Scott Koslow, my chief supervisor, for his continued encouragement, patience and guidance to ensure the completion of this project. His speciality in statistics has provided appropriate and valuable guidance in the data analysis for my research. Dr. Steven Lim, my second supervisor, for his advice, coherence, and support over the years. I also appreciate his constructive comments on my drafts and the shaping of my research. Dr. Bob McQueen and Dr. Jim Corner, for their assistance and advice in the early stages of my study. My parents, Yu-Ho and Lee-Chiung Liang, and my brother Ken, my sisters Annie, Eva, and Nancy, my brothers-in-law, J.C. and Chen, and Alice, my sister-in-law, for their emotional support throughout the length of my study. I also thank Bessie, my best friend for her assistance in data collection and her loving support, as well as Ted, Kevin, Mark, Frank, and Shirley, my study mates for their encouragement and friendship. Special thanks goes to Dr. Kuang-Ya Wang, the principal of Yu Da High School of Commerce and Home Economics, Taiwan, and also to the staff over there for their concern and assistance in data collection. Most importantly, my heartfelt appreciation goes to Warren, my husband. I am deeply grateful to him for his understanding, patience, and practical help. Without his enduring support I could not have done this study. Finally, my thanks and gratitude goes to those people who patiently answered my survey questionnaire as their kind assistance made it possible to complete this research.

由於服務業的發展及消費者權益意識提昇，服務品質廣受消費者重視。對服務業而言，服務品質已是其賴以生存發展的關鍵因素。在消費者導向的今日，滿意的顧客是企業追求的目標，也是其競爭優勢與成長的關鍵。 電力為國家經濟發展與民生不可或缺者，更是經濟與工業發展原動力。為應日益激烈之國際競爭，各國政府為提高競爭力，近年來莫不將民營化與自由化作為首要政策。台灣電力市場在電業法修正後亦將進入自由化時代，屆時台電公司之獨佔地位將被打破，市場競爭機制將進入電力產業，值得台電公司加以重視。而由於為數極少之高壓及特高壓電力用戶，對台電公司未來之營運有極大影響，為避免電力市場開放後，流失此利基市場，有必要及早針對工業大用戶之需求深入探討，瞭解其對各項服務的期望與評價，進而研究提高整體服務績效之策略，提供令顧客滿意的服務，才能確保台電公司之永續經營。 本研究依修正後的「SERVQUAL」量表，並參考電業服務與工業大用戶之特性，建立電業服務品質構面及服務屬性，並依此進行問卷內容設計，針對台電公司彰化以北地區1,000仟瓦以上工業大用戶，在各服務品質構面的重視度及滿意度進行調查研究，並試圖探討工業大用戶對台電公司各服務屬性之滿意度及重視度，進而瞭解不同用戶群對台電公司服務品質之滿意度及整體服務績效之評價是否有不同，據以建立台電公司之服務策略矩陣，提昇用戶對其整體服務績效之評價。問卷回收後經統計分析，獲致以下五點研究發現： (1)用戶對台電公司在各服務屬性上滿意度均值不相同，滿意度平均水準較高者，主要與服務場所及人員服務有關。滿意度平均水準較低者，主要是與供電品質與可靠度有關者。 (2)不同行業別對台電公司服務滿意度有不同評價，一般而言傳統產業之工業大用戶對台電公司服務滿意度較高，但同一行業之工業大用戶亦可能因其生產流程不同而對台電之服務滿意度有不同之評價。 (3)用戶對電業服務屬性重視程度較高者，主要集中在供電可靠度（品質）及人員專業技能有關之服務屬性。 (4)用戶對台電公司整體服務績效評價無法單獨以行業別或用戶生產流程來區隔，但同時以行業別及生產流作為區隔變數時，不同之用戶對台電公司整體服務績效評價則有明顯不同。無預警停電時，若用戶在原物料、生產設備的損失較嚴重時，對台電公司整體服務績效評價較低。 (5)用戶非常重視且對台電公司目前的服務滿意度亦高之服務屬性，主要集中在供電安全及人員專業技能方面，可作為未來台電對顧客訴求之重點。而用戶非常重視，但對台電公司目前的服務滿意度低者，主要集中在電力可靠度方面，台電公司應將其列為優先改善重點。 / Service quality and customer satisfaction are the KSFs of enterprise's growth.and competition. In order to provide the satisfying goods and service, the enterprise must be initiative in exploring customers' want and need. Taipower is monopoly in power market of Taiwan now. Due to the deregulation, the competitor will get into the power market. There are only about two thousand Large-Manufacturing-Contracted-capacity customers in Taipower, but they are the most important customers for Taipower. In order to avoid losing them after the deregulation, Taipower must realize their want and need, and customerize the product to match their need. Using SERVQUAL approach, the research finds: 1. There are significantly differences in satisfaction among them. The attritute of service place and service person have the higher customer satisfaction, but the attritute of power quality and power reliability have the poor performance. 2. There are difference customer-satisfaction among different industries. Generally, tradition industries have higher customer satisfaction. For the same industry, different manufacturing process may cause different customer satisfaction. 3. From the customers' perception, power quality and power reliability are the most important attritute of power service. 4. Industry or Manufacturing-process can't segment the service performance of power company, but Industry and Manufacturing-process can. When power outage occurs, the more loss of raw-material or facilities of customer will cause them having the recognition of poor service-performance for power company. 5. Security and personal skill are the advantage of Taipower. Taipower must improve the Power quality and power reliability immediately.

近年來，由於學界與實務界發現開發新客戶之成本約為維持舊客戶之五倍，故當關係行銷之理念由Ｂerry在1983年提出後，關係行銷就廣為學界與實務界所研究。但是因為關係行銷之做法與傳統行銷之做法有許多的不同，故若實務界在實施關係行銷時未針對關係行銷之特性與做法而在服務體系上進行適當的調整，將使得關係行銷無法如達到預期之成效。 本研究利用服務行銷之理念，來規劃一適合關係行實施之服務體係。本研究主要的研究產業共有三類：汽車銷售業、百貨業、與健診業。在研究過各個案公司與相關文獻中所記載之其他服務業公司在關係行銷之做法後，本研究將目前關係行銷之做法歸納為五類：單純財規務結合、個人╱家庭財務結合、個人╱家庭社交結合、財務性結構結合、與服務性結構結合等。其中單純財務結合之重點在資料庫的建立；個人╱家庭財務結合之重點在於資料庫之分析；個人╱家庭社交結合之重點在於關係經理之管理；財務性結構結合之重點在於會員制度之設計；服務性結構結合之重點在於服務品質之確保與服務內容之規劃。最後，針對每一關係行銷之做法，本研究分別提出其服務體系之架構，以做為實務界之參考。

提供優異的服務是一種贏的策略，高品質的服務能夠維繫顧客的信心，並在塑造競爭優勢上不可或缺，為了衡量貨櫃船公司的服務品質，必須先找出影響其服務品質的因素構面，而高的服務品質並不一定能讓顧客滿意，因為顧客的期望更高，因此必須找出服務品質與滿意度的關係。 本研究是以Parasuraman, Zeithaml, & Berry所提的缺口模式為研究基礎，利用因素分析找出服務品質構面，以供業者繼續衡量與追蹤的參考，其次是對託運人、船公司管理者與船公司服務人員進行問卷調查，找服務品質缺口，做為業者改善服務品質的依據，之後本研究驗證出服務品質與顧客滿意度之間其有正相關，而託運人會再度選擇同一家船公司為其服務乃是因為託運人感到滿意。

本研究的研究動機在探討新舊銀行客戶對銀行服務品質的認知，並評 估新舊銀行的服務品質管理狀況及行銷、管理者對於銀行服務品質的認知 ，進而予以分析、比較，從中發掘問題、歸納心得，俾對新舊銀行追求服 務品質管理改善的努力，提供建議與參考。整個研究所欲探討的三個核心 問題為: 1.驗證 Zeithaml 等（1988）所提之架構在銀行業之適用性。2. 比較兩家銀行在服務品質各差距之差異性。3.比較兩家銀行在服務品質管 理上之差異性。研究結論如下: 1.管理者認知的服務品質管理狀況之因素 分為四個因素：「滿足顧客期望能力」、「服務品質溝通狀況」、「提升 服務品質意願」、「服務品質作業內涵」。2.業務經辦人員所認知的服務 品質管理狀況之因素分為五個因素：「重視員工」、「角色認知」、「服 務績效指標」、「設備與員工配合度」、「團隊合作」。3.銀行服務品質 因素有六個「周到合理」、「有形無誤」、「禮貌專業」、「便利舒適」 、「安全公平」、「效率可靠」。4.在辦理存提款及匯兌業務迅速有效率 、顧客抱怨或生氣時的迅速安撫與處理、承辦人不在時其他行員代理業務 、分行數目足夠等項目上，乙銀行服務品質差距一顯著地小於甲銀行。5. 整體而言，乙銀行的差距二小於甲銀行。又以行員穿著、行員服務熱誠最 為顯著。6.差距三方面，乙銀行在周到合理、有形無誤、安全公平等三項 因素構面上，均顯著地小於甲銀行。7.差距五方面，甲乙銀行在周到合理 、有形無誤、禮貌專業、便利舒適、及效率可靠均達顯著差異，其中又以 周到合理、禮貌專業、效率可靠最具顯著差距，乙銀行的差距五小於甲銀 行，顯示乙銀行的服務品質較優於甲銀行。8.甲乙銀行在服務品質溝通狀 況具顯著差異，其中又以管理者與顧客面對面接觸、員工有機會對管理者 表達意見、管理者願接受員工竟見、有效使用自動化設備最顯著。乙銀行 在這些推行的程度較甲銀行為深。9.甲乙銀行在重視員工、服務績效指標 、設備與員工配合度、轉隊合作均達顯著差異，又以服務績效指標最為顯 著。乙銀行在這些服務品質管理上推行的程度較甲銀行深。

Abstract The purpose of this thesis is to undertake theory development and testing particular to re-purchase intention in an experiential service context, specifically the cultural performing arts. Services researchers suggest implementing a multi-disciplinary approach to research that uses theories and methods from several of the management fields will advance the domain of services research. This thesis aims to contribute to the field of service research by drawing from methods and theories offered in both service operations and services marketing fields. To date, service research has been preoccupied primarily with consumer behaviour aspects of services marketing such as satisfaction but underestimates the importance of constructs such as re-purchase intention and the subsequent implications for strategy formulation and implementation. Further to this, the current approach to services research has overlooked the nexus between marketing and operations and the importance of the implementation of strategy to achieve objectives. It is argued that failing to integrate service operations both practically and theoretically into the re-purchase intentions research framework confines its potential effectiveness. In addition, the lack of specific service context application has been identified as a significant oversight in previous services research. Construct measurements and findings have been difficult to replicate across contexts and contextual examination of constructs and relationships has been suggested as a solution. One such context deserving of attention is that of the experiential services, specifically the performing arts. Therefore, using measures and theories developed specifically for this context, this thesis will offer a more comprehensive approach to re-purchase intention research in a performing arts setting. This thesis adopts a mixed method approach by implementing a series of three integrated studies, which amalgamates both operations and marketing fields. This thesis aims to identify the aspects of a performing arts encounter that are relevant to the customer by conducting a two-staged set of qualitative interviews. This process is based on the operations technique Service Transaction Analysis (STA). First, consultant consumers and organisational personnel were used to formulate a consensus definition of a typical performing arts experience and, second, 26 in-depth interviews were conducted with potential future consumers of the performing arts based on this description of the offering. These two studies, coupled with extant literature, informed the research instrument designed for the main survey. This instrument was conducted on 273 potential future consumers of the performing arts. Qualitative work undertaken in Study 1 identifies the service experience description. Study 2 highlights the service management and marketing issues relating to re-purchase intention especially focusing on value, customer satisfaction, show experience and service quality and discloses a set of specific issues incorporated into the wording of the survey instrument. Study 3 measures and tests the key constructs of service quality, show experience, value, satisfaction and the significance of the hypothesised pathways to re-purchase intention. The proposed model is then analysed using the AMOS 5.0 Structural Equation Modelling package. This thesis is structured in the journal paper format with each of the chapters representing each of the five journal papers. In addition, an introductory and concluding chapter are appended with the concluding chapter providing an in-depth discussion of the contributions of this thesis. The papers are based on the progressive results of the research program and offer an integrated set of findings and discussions. The papers are not mutually exclusive but interrelated to comprehensively illuminate the central research theme of the thesis and discuss many aspects of marketing and operations significant to re-purchase intention. The entire thesis is drawn from the data set generated from the three integrated studies developed to address the overall research theme. The central research theme is to investigate the nature of re-purchase intention in an experiential setting using marketing and operations theories as platforms of analysis. Interestingly, the tested model of this thesis found empirically that the subjective and experiential aspects of the service, such as the emotional and artistic quality of the show, did not have a significant and direct relationship with re-purchase intention. This finding is of interest, in particular, to scholars of experiential consumption and marketing practitioners offering these types of services. Previous research has supported the desire to fulfil experiential needs as driving the initial purchase. Conversely, this finding suggests that the desire to visit again is driven by utility and value. As customer maintenance and repeat patronage are of utmost importance to practice, this is an exciting development. Offering further support, the tested model found service quality and show experience were mediated by value to satisfaction, with satisfaction inturn mediating the relationship between value and re-purchase intention. Collectively, these findings have lead to several developments and contributions for both scholarship and practice. The contributions to knowledge of this thesis highlight five main theoretical contributions and four main managerial implications. These encompass: · Advancing the ‘service management trinity’, specifically strengthening the importance of the relationship between service marketing and service operations. · Advancing service management theory by understanding the service offering more intricately and the importance of service description. · Clarifying the roles of experiential and utilitarian attributes of the service experience in an experiential setting extending knowledge related to re-purchase intention. · Particularizing and measuring the construct of re-purchase intention to the performing arts and clarifying the predictors of this construct in the context of experiential performing arts. . · Testing and clarifying the relationships of value and satisfaction to re-purchase intention extending the understanding of re-purchase intention in this field and elaborating the approach and understanding of this construct for future research. This thesis further contributes to knowledge by offering several managerial contributions. These incorporate: · Market segmentation and targeting strategies as critical for performing arts management. · Operations service design and creation strategies in the performing arts by including important aspects of the service experience as highlighted by customer driven research. · Specific recommendation for streamlining delivery through standardised mass customisation. · Offering value frameworks for creating value in service delivery and targeting customer perceptions of superior value. This extending the understanding of the customer perceived value equation. By contributing to the field of service management and advancing enquiry in the field of services marketing and service operations, this thesis offers a new perspective and practical approach to service marketing context analysis making a valuable contribution to scholarship. This approach is based on improving organisational performance in experiential services specifically by applying operations and marketing theory from a customer-perspective. By doing this, findings inform organisations of ways to better meet the needs and wants of consumers through design, delivery and marketing. Moreover, the findings assist researchers in further advancing the field of services research. This research positions the future research program to focus on continuing the advancement of service management by examining the higher order constructs of service quality and show experience and examining the impact of additional customer motivations such as emotional goal attainment and involvement in experiential settings.

Abstract The purpose of this thesis is to undertake theory development and testing particular to re-purchase intention in an experiential service context, specifically the cultural performing arts. Services researchers suggest implementing a multi-disciplinary approach to research that uses theories and methods from several of the management fields will advance the domain of services research. This thesis aims to contribute to the field of service research by drawing from methods and theories offered in both service operations and services marketing fields. To date, service research has been preoccupied primarily with consumer behaviour aspects of services marketing such as satisfaction but underestimates the importance of constructs such as re-purchase intention and the subsequent implications for strategy formulation and implementation. Further to this, the current approach to services research has overlooked the nexus between marketing and operations and the importance of the implementation of strategy to achieve objectives. It is argued that failing to integrate service operations both practically and theoretically into the re-purchase intentions research framework confines its potential effectiveness. In addition, the lack of specific service context application has been identified as a significant oversight in previous services research. Construct measurements and findings have been difficult to replicate across contexts and contextual examination of constructs and relationships has been suggested as a solution. One such context deserving of attention is that of the experiential services, specifically the performing arts. Therefore, using measures and theories developed specifically for this context, this thesis will offer a more comprehensive approach to re-purchase intention research in a performing arts setting. This thesis adopts a mixed method approach by implementing a series of three integrated studies, which amalgamates both operations and marketing fields. This thesis aims to identify the aspects of a performing arts encounter that are relevant to the customer by conducting a two-staged set of qualitative interviews. This process is based on the operations technique Service Transaction Analysis (STA). First, consultant consumers and organisational personnel were used to formulate a consensus definition of a typical performing arts experience and, second, 26 in-depth interviews were conducted with potential future consumers of the performing arts based on this description of the offering. These two studies, coupled with extant literature, informed the research instrument designed for the main survey. This instrument was conducted on 273 potential future consumers of the performing arts. Qualitative work undertaken in Study 1 identifies the service experience description. Study 2 highlights the service management and marketing issues relating to re-purchase intention especially focusing on value, customer satisfaction, show experience and service quality and discloses a set of specific issues incorporated into the wording of the survey instrument. Study 3 measures and tests the key constructs of service quality, show experience, value, satisfaction and the significance of the hypothesised pathways to re-purchase intention. The proposed model is then analysed using the AMOS 5.0 Structural Equation Modelling package. This thesis is structured in the journal paper format with each of the chapters representing each of the five journal papers. In addition, an introductory and concluding chapter are appended with the concluding chapter providing an in-depth discussion of the contributions of this thesis. The papers are based on the progressive results of the research program and offer an integrated set of findings and discussions. The papers are not mutually exclusive but interrelated to comprehensively illuminate the central research theme of the thesis and discuss many aspects of marketing and operations significant to re-purchase intention. The entire thesis is drawn from the data set generated from the three integrated studies developed to address the overall research theme. The central research theme is to investigate the nature of re-purchase intention in an experiential setting using marketing and operations theories as platforms of analysis. Interestingly, the tested model of this thesis found empirically that the subjective and experiential aspects of the service, such as the emotional and artistic quality of the show, did not have a significant and direct relationship with re-purchase intention. This finding is of interest, in particular, to scholars of experiential consumption and marketing practitioners offering these types of services. Previous research has supported the desire to fulfil experiential needs as driving the initial purchase. Conversely, this finding suggests that the desire to visit again is driven by utility and value. As customer maintenance and repeat patronage are of utmost importance to practice, this is an exciting development. Offering further support, the tested model found service quality and show experience were mediated by value to satisfaction, with satisfaction inturn mediating the relationship between value and re-purchase intention. Collectively, these findings have lead to several developments and contributions for both scholarship and practice. The contributions to knowledge of this thesis highlight five main theoretical contributions and four main managerial implications. These encompass: · Advancing the ‘service management trinity’, specifically strengthening the importance of the relationship between service marketing and service operations. · Advancing service management theory by understanding the service offering more intricately and the importance of service description. · Clarifying the roles of experiential and utilitarian attributes of the service experience in an experiential setting extending knowledge related to re-purchase intention. · Particularizing and measuring the construct of re-purchase intention to the performing arts and clarifying the predictors of this construct in the context of experiential performing arts. . · Testing and clarifying the relationships of value and satisfaction to re-purchase intention extending the understanding of re-purchase intention in this field and elaborating the approach and understanding of this construct for future research. This thesis further contributes to knowledge by offering several managerial contributions. These incorporate: · Market segmentation and targeting strategies as critical for performing arts management. · Operations service design and creation strategies in the performing arts by including important aspects of the service experience as highlighted by customer driven research. · Specific recommendation for streamlining delivery through standardised mass customisation. · Offering value frameworks for creating value in service delivery and targeting customer perceptions of superior value. This extending the understanding of the customer perceived value equation. By contributing to the field of service management and advancing enquiry in the field of services marketing and service operations, this thesis offers a new perspective and practical approach to service marketing context analysis making a valuable contribution to scholarship. This approach is based on improving organisational performance in experiential services specifically by applying operations and marketing theory from a customer-perspective. By doing this, findings inform organisations of ways to better meet the needs and wants of consumers through design, delivery and marketing. Moreover, the findings assist researchers in further advancing the field of services research. This research positions the future research program to focus on continuing the advancement of service management by examining the higher order constructs of service quality and show experience and examining the impact of additional customer motivations such as emotional goal attainment and involvement in experiential settings.

<p>In the past years the competition in the restaurant trade in Umeå is increasing. There is more choice for the customers and thereby the restaurants have to work harder to attract customers. One way is to Market themselves differently.</p><p>In this research we are studying one way of diversifying Service Marketing, namely through people. Especially in the restaurant sector the frontline employee is an essential part of the service. We argue that by improving the Internal Marketing a business can ensure, through Human Resource Management, to have a service-minded and customer-oriented workforce, motivated to deliver Service Quality. Further, by strengthening the Internal Branding the workforce will work in unity with the internal and external brand, being more willing and committed to deliver high quality services. We aim to find that through having well trained frontline employees the customer will know a difference and have a better experience when visiting the restaurant.</p><p>Three restaurants in the Umeå market have been chosen for our study. To collect data from these restaurants we have conducted semi-structured qualitative interviews. The contributions of this study were that training, and especially learning by doing and experience, is crucial in learning ones job according to the respondents. Also that having a good balance between having standard procedures and employee empowerment could improve the Service Quality through reliability in the service delivery. Last but not least, a concept of Reciprocal Commitment was developed showing the importance of a business investing in the employee, training being part of that investment, to get the employee to invest his/her time and commitment in the business.</p><p>Through this study we have developed a model showing the influence and benefits of training in the selected restaurants. We have realised that training is not the only way, but plays an important role in Marketing through people.</p>

<p>Kraven på att landstingen ska erbjuda hög servicekvalitet inom vården ökar ständigt och det finns för närvarande områden, som bemötande och tillgänglighet, att förbättra. Samtidigt är en ny trend inom denna bransch att tilldela enheter inom den större organisationen mer inflytande över dess egen arbetssituation och styrsätt. En styrform som blivit allt vanligare i Västerbotten är intraprenad, vilken medger större befogenheter för personalen och ska främja intraprenöriellt arbete inom organisationen. Ökat intraprenörskap inom organisationer har visat sig ha en positiv effekt på bland annat servicekvalitet, vilket är centralt för hur vårdtagare upplever besök vid hälsocentraler. Med denna bakgrund och ett intresse för entreprenörskap samt servicekvalitet utgick studien från följande problemformulering.</p><p>Hur påverkar hälsocentralers styrform vårdtagarens upplevda servicekvalitet?</p><p>Studiens syfte var att skapa förståelse för hur olika styrformer påverkar den upplevda servicekvaliteten genom att undersöka skillnader och likheter mellan en intraprenad och en traditionellt driven hälsocentral ur ett servicekvalitetsperspektiv.</p><p>Ett delsyfte var att visa vilka åldersgrupper och vilken könstillhörighet som inverkar mest på resultatet samt ge vissa rekommendationer för hur hälsocentralerna kan förbättra servicekvaliteten.</p><p>Studiens ansats är deduktiv och baseras på den teoretiska referensramen innefattande teoretiska resonemang vilka bland annat behandlar entreprenörskap, intraprenörskap och servicekvalitet. Urvalet bestod av två hälsocentraler i Västerbotten, en på Ålidhem och en i Burträsk. Hälsocentralen på Ålidhem drivs på traditionellt vis av Landstinget och hälsocentralen i Burträsk drivs som intraprenad inom Landstinget. Totalt medverkade 96 respondenter, 51 vid Ålidhems Hälsocentral och 45 vid Burträsk Hälsocentral. Datainsamlingen genomfördes med hjälp av enkäter, vilket gav studien en kvantitativ karaktär. Resultatet av undersökningen tolkades med hjälp av författarnas förförståelse samt teoretiska resonemang, varvid en positivistisk kunskapssyn användes.</p><p>Det empiriska materialet jämfördes och kommenterades för att därefter medge analys och diskussion. Figurer och diagram utgör huvuddelen av resultatredovisningen. Analysen fokuserar på differensen mellan upplevd servicekvalitet och dess viktighet, benämnt som differens. De servicekvalitetsrelaterade aspekter som erhållit störst differens vid hälsocentralerna var således i fokus. Det empiriska materialet visade att servicekvaliteten vid Burträsk Hälsocentral upplevdes något bättre av vårdtagarna, vilket även medförde att differensen för de flesta aspekterna var lägre än motsvarande värden vid Ålidhems Hälsocentral. Båda hälsocentralerna har dock tilldelats höga värden för servicekvalitet och har generellt mycket nöjda vårdtagare.</p><p>Då de rådande omständigheterna vid hälsocentralerna inte är lika är det problematiskt att härleda resultatet enbart till styrsätt. Andra faktorer som möjligtvis påverkade utfallet är hälsocentralernas storlek, upptagningsområde, geografiska placering samt rådande demografi. Då resultatet var något bättre i Burträsk verkar styrformen intraprenad medge bättre förutsättningar för skapandet av servicekvalitet för vårdtagarna. I vilken utsträckning det enbart är styrsättet som ger upphov till de positiva effekterna kvarstår att besvara. Därmed rekommenderas vidare studier med ett annat urval för att tydligare visa vilka faktorer som utgör grunden för hög servicekvalitet, vilka skulle kunna tyda på att intraprenad ger upphov till bättre servicekvalitet.</p>

<p> </p><p> </p><p> </p><p>This thesis is a part of a larger collaboration between students during the spring semester of 2009. The aim was to work together in order to collect more data and allow deeper analysis in the specific area chosen by each student-group. The goal was to come up with advice for banks on how to target immigrants in Sweden.</p><p>During this process a common theoretical framework was decided on and a questionnaire was developed. The questionnaire was written in English and later translated to several other languages in order to reach some of the target groups that were not fluent in English.</p><p>The chosen structure of each paper was to write it more like an article than a “traditional” master thesis.</p>