In the recent years, due to the rapid advance of internet technology and its characteristics such as boundary-less, low cost, high-speed, and two-way communication, the airline companies have created websites and employed internet as a marketing tool to sell tickets directly to end-customers via the airline websites. This trend is gradually replacing the traditional technique such as selling the tickets via travel agencies. There are two major advantages of selling tickets via the airline websites. First, it could reduce the commission fee paid to the intermediary effectively; secondly, due to the utilization of electronic ticketing system, the airline companies could further reduce its overall operating cost by 10%. Thus, increasing number of firms, including the six major airline companies in Taiwan, in the airline industry are switching the ticket-selling channel to online-selling. However, it is uncertain whether the functional service provided by the airline companies in Taiwan meets the needs and expectation of the customers. Therefore, the survey developed in this research aims to confer three aspects of existing service of the major Taiwanese airline companies; these three aspects include: the service quality of the online ticketing system, customer satisfaction, and behavior intention. Furthermore, the research takes a step further to discuss the relationship between these three aspects and whether acknowledgement-differences occur between customer attribute and customer spending-behavior toward these three aspects. The findings of this research are as follows: 1. The five major factors that constitute service quality are positively related with customer satisfaction. Among the five, ¡§service convenience¡¨ has the greatest effect on customer satisfaction. 2. The five major factors that constitute service quality are highly and positively related with the ¡§customer loyalty¡¨ factor under the behavior intention aspect. 3. Customer Satisfaction is highly and positively related with the ¡§customer loyalty¡¨ factor under the behavior intention aspect; but it is unrelated with ¡§pay more¡¨ and ¡§switching and complaint¡¨. 4. The two Taiwanese airlines, China Airline and Eva Airline, which serves international route on a regular basis, outperforms the other four national airline companies ¡]Trains Asia Airways¡BFar Eastern Air Transport¡BMandarin Airlines¡BUni Air¡^on ¡§service tangibility¡¨ and ¡§service customization.¡¨ 5. The major customer for purchasing air tickets online is characterized by: younger age (21~35), high education, male and heavy internet user. Keywords: Service Quality, Customer Satisfaction, Behavior Intention,Online-Ticketing, Electronic-Ticket, Airline Companies

Abstract With the trend of liberalization in the domestic financial market in recent years, domestic banking, which operates conservatively all the time, encounters structural changes plus establishment of new banks, tremendous growth of direct finance, spread shortness of traditional deposit business and additional competition with non-bank organizations. Domestic banking has difficulty in making profits little by little and bank organizations adjust their operating strategy to response to these changes of new financial situation. Under the circumstances of decreasing spread of traditional deposit, fee income is regarded as another crucial source of banks¡¦ profits. Therefore, fortune management business becomes an objective that domestic banks and foreign banks strive for; thus, finance management service for banks¡¦ VIP becomes a significant part of banks¡¦ ¡§Fortune Management.¡¨ The objective of the thesis lies in discussing the research in operating strategy of fortune management business of banking. By means of understanding customers¡¦ opinions about service quality of fortune management business, customer satisfaction, trust, promise, e-commerce service and customer relationship management, and repurchase intention, adopt questionnaires issued to customers of banks which offer fortune management service in Kaohsiung City as information sources for empirical research. Then, compile statistics to gain information relevant to the research and propose the conclusion and suggestion. The thesis is expected to be beneficial for existing banks that offer fortune management service and prospective banking intends to add this service in drafting operating strategy, and make contribution to competent authorities of the government and savants related to the research.

The Critical Factors of Service Encounter satisfaction: Research on Restaurant Industry Author: Shao-Feng Chao Advisor: Dr. Yi-Heng Chou Abstract According to Directorate-general of Budget Accounting and Statistics Executive Yuan¡¦s survey of commerce and service industries in 1996, the statistics showed that the weight of Taiwan¡¦s restaurant industry became more and more influential in commerce. Its contribution to economic productivity cannot be ignored. However, the smaller business size and the easiness for entry enhance the competition and make it hard for operators to survive. To succeed in operation, the managers of restaurants have to emphasize not only the quality of physical goods but also the excellence of service quality, delivering what customers need and want. Many researchers have studied on service quality in recent years. They mainly use the closed questionnaire to measure how factors influence quality. It helps to understand service quality, but there are still some disadvantages. For example, its measure is closed and customers are no more than attitude accountants. Furthermore, the results can only show a part of service process, expressing no service encounters. To see more details about the service encounter between customers and service providers, this research adopts ¡§Critical Incident Technique¡¨(CIT). Customers¡¦ and service employees¡¦ opinions about the critical incidents which impacts on service encounters of fast-food restaurants and deluxe restaurants were collected, coded, and analyzed under the dramaturgical theory and Bitner¡¦s standard (BBM principle). It is to compare customers¡¦ view with service employees¡¦ and to identify the critical factors to service encounter satisfaction of fast-food restaurants and deluxe restaurants in Taiwan. The finding of the research is as followed. I. The critical factors to service encounter satisfaction of fast-food restaurants are: A. service employees¡¦ attitude and behavior, B. service employees¡¦ professional skills, C. the timely provision of service and the response to unreasonably delay, D. the performance of service processes and systems and the response to core service failure. II. The critical factors to service encounter satisfaction of deluxe restaurants are: A. the allocation of service environment, B. service employees¡¦ attitude and behavior, C. the quality of physical products, D. the timely provision of service and the response to unreasonably delay, E. the performance of service processes and systems and the response to core service failure. III. Service employees¡¦ attitude and behavior, the timely provision of service, and the performance of service processes and systems are all the critical factors to service encounter satisfaction no matter in fast-food restaurants of in deluxe restaurants. V. The factors, service employees¡¦ professional skills and the attention to customers, are only critical to service encounter satisfaction of fast-food restaurants. VI. The factors, the allocation of service environment, the quality of physical products, and the response to customers¡¦ preference, are only critical to service encounter satisfaction of deluxe restaurants. Key words: service quality, service encounter, dramaturgical theory, critical incident technique, restaurant industry

In the service industry, human resource is the most vital and important component, because the positive appraisement of the service is usually based on the customer¡¦s orientation of the service provider. Thus, in order to instill employees with a sense of service and with enthusiasm, the organization needs to develop the internal marketing orientation. Additionally, manager should support customer service and demonstrates this ¡§service enthusiasm¡¨ in terms of organizational support. The concept of internal marketing was first reported in the area of service marketing. The initial concept came from the field of external marketing, which is based on the concept of treating employees as customers. The hope was to enhance employees' job satisfaction so as to further develop the sense of customer orientation of the members within the organization. Moreover, employee's customer orientation will influence customer service quality. In this research, author only focused on the front line employees in bank and transformed the concept of internal marketing into more management behaviors. This research uses quantitative research methods to explore the relationship between perception of internal marketing orientation and customer orientation. In empirical studies, the major findings are as follow: 1. author proposed an operational definition of the internal marketing orientation, and developed the scale. 2. author proposed a internal marketing orientation-customer orientation orientation model, which was empirical verified. 3. the relationship between the employee's customer orientation and customer service quality wasn¡¦t verified.

Abstracts This survey is done, based on the medium-large sized insurance company, Kuo-Hwa Life Insurance Company. It is focused on the interactions of its marketing, service quality, insurer¡¦s expected service, perceived service, perceived service quality, customer satisfaction, loyalty, persistency, repurchase and recommendation, in order for the company to evaluate and establish guidelines of the marketing st-rategy. Those who were questionnaired are the insurers over 18-years-old in the metropolitan areas of Tainan. The personnel of Customer Service within the company have distributed 800 questionnaires. Among these, 586 questionnaires were returned with 20 of them void, making it 566 valid. EXCEL, SPSS statistics software were applied to analyze the insured age, marital status, education, annual income and occupation, to better understand tleir perceived service quality, satisfaction, loyalty, persistency and the intention of repurchase of other products from Kuo-Hwa Life Insurance. The research has resulted in: Positive reflection between Perceived Service versus Perceived Service Quality; Positive reflection between Expected Service versus Perceived Service Quality; Positive reflection between Perceived Service versus Satisfaction; Positive reflection between Perceived Service Quality versus Satisfaction; Positive reflection between Expected Service versus Satisfaction; Positive reflection between Satisfaction versus Persistency and Repurchase of Other Insurance Products; Positive reflection between Customer Satisfaction versus recommendation.

Title of Thesis¡GService Quality and Customer Satisfaction of ADSL Broadband Network¡GA Case Study of Chunghwa Telecom Total Pages¡G108 Name of Institute¡GGraduate Institute of Information Management National Sun Yat-Sen University Graduate date¡GJune,2002 Advisor¡GChin-fu Ho Name of Student¡GWen-Jong Leu Abstract The open telecom market causes the telecom business to be competitive and obvious and each telecom company invests an amount of cost to gain more customers. As a result of the increase in consumer consensus, most telecom companies are dedicated to create a variety of newer, faster and more stable telecom products and consistently lower the prices. Besides, in order to sustain loyal customers and attract new customers, providing high-quality service becomes the most important strategy. Even though Chunghwa Telecom today has taken a great part in ADSL market, it should think much of customers and make an effort to provide them with good ADSL broadband network products¡Bservice quality and satisfactory service to defend and enlarge the market. This thesis discusses ADSL broadband network, service quality, customer satisfaction and the development of Chunghwa Telecom. The structure of this study is constructed based on the concept to SERVQIAL submitted by three scholars like Parasuraman(PZB) and the research on the users of Chunghwa Telecom ADSL in Kaohsiung area with the analytic tool of SPSS software.The purpose of this study is to discuss the difference between customers expectations and recognition and examine the relevance between service quality factor and customer satisfaction. The Conclusion of This Study: 1. Customers' expectations to ADSL are not compatible with their recognitions because ADSL service is not as good as what they expect. Customers also expressed that the performance of Chunghwa Telecom didn't reach their expectations. 2. The relationships between customers perceived degree of ADSL overall service quality, ADSL service quality factor perceived degree, and overall satisfaction are positively relevant. In other words, customers have more perceived degree of ADSL overall service quality or five factors perceived degree of ADSL service quality, including "Tangibility," "Reliability," "Responsiveness," "Assurance," and "Empathy," then customers are more satisfied with the ADSL overall satisfaction. 3. Based on the variable of population statistics on customers, different ages distinctively have diverse perceived degree of ADSL overall service quality. Furthermore, this result is reflected on the relationship between the ages and ADSL service quality five factors perceived degree. Customers at the age of under 20 and from 20 till 40 have much more different perceived degree of ADSL overall service quality and five factors. 4. Based on the variable of population statistics on customers, only sex difference causes different overall satisfaction with ADSL service. Male customers are more satisfied with the service than female ones. Therefore, telecom companies like Chunghwa Telecom should improve service quality, especially to female customers. Besides, customers with different sexes have different perceived degree of one factor on ADSL service quality, "Responsiveness," but the other four factors have no obvious difference.

My E-government¡XThe E-government Entry Point of Taiwan was established on March 20,2002. This website is a unified gateway to the government¡¦s public services and a high-speed communication link between the government and the people. It allows users to guery a wide range of government information and perform online application tasks. For the website was built in the beginning ,many services and functions didn¡¦t perform very well. Hence,the major purpose of the research is to explore the users¡¦ need by sense making theory and to measure their perception about the website service quality. Finally, the reasercher will give some suggestions to improve the website services and functions. Web questionnaire and Conveniece sampling were used by the research, then through the interactive features of the homepages to collect the data. The research was performed during October 23 to November 6 in 2002. There are 432 people to participate in the rearch during that time,including 253 effective samples. According to the research finding and conclusion, the research brings up 5 suggestions: to strengthen website promotion , to vivify the website design, to enrich the website information, to deepen online applications, and to improve other website functions.

THESIS ABSTRACT For the past few years, the development of social welfare has a tendency of leading the managing concept of business administration, which emphasizes the connection between service and cost, and the requirement of efficiency. However, in spite of the increasing demand of long-term care, the nursing system has come across many difficulties. The competition from the related occupations, the increasing pressure, and the higher demand of nursing quality have seriously affected the maintenance of nursing organization, which also have obliged the manager of nursing organization to consider the possibility of cooperation of the same line. The intention of Strategic Alliance between the aged long-term care organization and some medical organizations has been promoted. In the near future, the manager of medical and long-term care enterprises will be up against the challenges and competitions from these organizations. And they are forced to unite and share their resources by Strategic Alliance. The manager must realize the changes inside and outside of their organizations. And it is the most important to adopt the prompt policy, management and control of their resources. Through this research, I hope there will be better understanding for the main managers on their long-term care services and evaluation of satisfaction. Also, I wish to study the elements that influence the quality of service. Therefore, the resources of long-term care might be efficiently used, and the quality will be improved as well. In experimental research, I make use of contrast of Strategic Alliance which influences the quality of service by analysis of 84 questionnaires investigation reports from Won-An and Won-Tai Nursing Centers. The experiments are independent and circuitous. . The result of this study indicates that Strategic-Alliance makes influence on either service quality or customers¡¦ satisfaction. Customers gave Won-An Nursing Center a higher appreciation because which practice Strategic-Alliance. At the end, this study offers concrete suggestions for management. Hopefully this will provide the government authorities a consultation of policy as well as a new direction of the long-term care organizations.

In order to gain more profit and be superior to others in an environment full of intense competitions, enterprises nowadays not only have to maintain the original product quality, price, and sale passageways but also need to enhance the service quality, in an attempt to increase customers¡¦ satisfaction degree and faithfulness degree. According to the newly published ISO 9001: 2000 Customer Satisfaction Management Structure, the priority in the operating system of quality management has become customers. As a result, one of a manager¡¦s responsibilities now includes emphasizing customers¡¦ relationship management and utilizing operating strategies, which customers are satisfied. The research, which consists of China Steel Chemical Corporation¡¦s new version of ISO 9001: 2000 Customer Satisfaction Management Structure, results from the collected references and information regarding customers¡¦ satisfaction degree, along with customers¡¦ opinions obtained from thorough meetings. It analyzes certain key factors affecting customers¡¦ satisfaction degree. The research-investigating subject is all the customers, who have purchased or used the products and enjoyed the service of China Steel Chemical Corporation during the time period from April 1st, 2002 to March 31st, 2003. Survey questionnaires are also examined to measure the customers¡¦ satisfaction level, so as to evaluate the entire quality of a series of coal tar products. In the meanwhile, in order to assist China Steel Chemical Corporation to meet the standards of ISO 9001: 2000 Customer Satisfaction Management Structure, procedures, which are deliberately used for estimating the customers¡¦ satisfaction degree index, are also established. The study eventually analyzes the relationship between the total quality of the coal tar products and the customers¡¦ satisfaction degree and the correlation between the customers¡¦ satisfaction degree and faithfulness degree. Following the construction of a scale measurement, the research discovers that the entire quality of the coal tar industry products is composed of the service quality and the original product quality, which includes products, sales, prices, communications, and product deliveries. Accordingly, the higher the entire quality of the products is, the higher the customers¡¦ satisfaction degree becomes. Moreover, the study also finds out that the higher customers¡¦ satisfaction degree significantly indicates the higher customers¡¦ faithfulness degree, for the customers will be more willing to purchase the products again as well as recommend others to buy the products. In addition, after developing the procedures to assess the product quality of the coal tar industry from a variety of aspects, the research reveals that by simply consulting the handy evaluation procedures, a manager will be able to come up with other suitable ways to resolve the customers¡¦ complaints as well as improve the product and service quality. The established system that combines information of the product quality and the customers¡¦ satisfaction degree, can effectively and completely reflect the customers¡¦ feedbacks. Thus, it indeed provides enterprises with valuable references in the process of improving the entire product quality efficiently. ¡iKey Words¡j: coal tar, customers¡¦ satisfaction degree, Customer Satisfaction Management Structure, service quality, customers¡¦ faithfulness degree

This study investigates impacts of factors on customer satisfaction of 3rd generation mobile video services. This research used questionnaire survey and found that these five dimensions, ease of use, service quality, information quality, entertaimnet, and fashion, have direct and positive impact on customer satisfaction. The results give some practical suggestions with regard to design and marketing strategies for 3G video service providers.