本研究透過口語化資料、模糊集成運算，以及模糊清楚化過程分析服務品質缺口，並提出三種將服務品質轉換為模糊數值的方法：第一種方法為口語化的模糊數值法，此可將一般性的服務品質問卷評量依此法轉換；第二種方法是引進期望容忍區間的觀點，依Parasuraman, Zeithaml and Berry(1994)所提出三行模式方式轉換為對應的期望模糊隸屬函數與績效認知模糊隸屬函數進行模糊運算，第三種方法則針對服務屬性期望部份，依理想點與期望點的限制將服務屬性區分成五種類別，並建構此五種屬性類別基本模式的適當期望模糊隸屬函數。模糊數值分析中兩個模糊數值的比較係利用模糊集成運算後比例數分配的平均數判斷屬性優劣勢，利用兩個模糊集合不相容性的模糊清楚化方法判斷差異程度，並建構16種兩個模糊集合有意義的組合類型，以使模糊數值方法分析服務品質缺口更具完整性。

none

表目錄 III
圖目錄 IV
第一章、 緒論 1
第一節、 研究動機 1
第二節、 研究目的 4
第二章、 服務品質文獻探討 5
第一節、 服務品質衡量模式相關文獻探討 5
2-1-1、服務品質衡量模式與顧客滿意衡量模式關係 5
2-1-2、服務品質衡量模式發展之探討 9
第二節、 服務品質衡量屬性相關文獻探討 18
2-2-1、服務品質衡量屬性發展 18
2-2-2、不同屬性類別的影響 24
2-2-2-1、服務屬性的影響 24
2-2-2-2、不同屬性類別的影響 27
第三節、 服務品質文獻評述與模糊理論應用意涵對應 30
第三章、 研究方法 34
第一節、服務品質缺口模式模糊數值分析流程 34
第二節、模糊數值分析之基本模糊運算 37
第四章、 模糊數值分析方法 44
第一節、 口語化的缺口模式模糊數值法分析 44
第二節、容忍區間觀點的缺口模式模糊數值法分析 51
第三節、服務品質屬性區別下模糊數值分析法 55
4-3-1、服務屬性區別分類方式 55
4-3-2、不同屬性基礎之期望模糊數值樣貌與推論 61
第五章、 實證應用分析 67
第一節、口語化的模糊數值法應用於零售業態經營分析 69
第二節、多元尺度法應用於零售業態定位分析 72
第三節、以屬性定位零售業態方法的比較 76
第四節、缺口模式之模糊數值分析與差異值統計檢定結果之比較 81
第六章、 結論與建議 86
第一節、 研究結論 86
第二節、 後續研究建議 92
參考文獻 95

王國明、顧至遠和洪振創(2000)，服務業績效評估理論及應用研究，國科會(NSC89-2213-E-155-003)。
唐麗英和周繼文(1997)，服務品質量表構建程序之研究，交大管理學報，第17卷第3期，第51-76頁。
Anderson, R. E.(1973), Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance, Journal of Marketing Research, 10(February), pp.38-44.
Babakus, E. and G.W. Boller(1992), An empirical assessment of the SERVQUAL scale, Journal of Business Research ,24 .pp.253-268.
Baker, J., D. Grewal and A. Parasuraman(1994), The influence of store environment on quality inferences and store image, Journal of the Academy of Marketing Science, 22(Summer), 328-339.
Balachander, S. and K. Srinivasan(1998), Modifying customer expectation of price decreases for a durable product, Management Science, 44(6), pp.776-786.
Bennington, L. and J. Cummane(1998), Measuring service quality: A hybrid methodology, Total Quality Management, 9(6), 395-405.
Berry, L. L., V. A. Zeithaml, and A. Parasuraman (1985), Quality counts in services, Business Horizon( May-June), 44-52.
Berry, L. L., V. A. Zeithaml, and A. Parasuraman (1990), Five imperatives for improving service quality, Sloan Management Review, 31(4), pp.29-38.
Bitner, M. J.(1990), Evaluating service encounters: The effect of physical surroundings and employee responses, Journal of Marketing, 54(2), pp.69-82.
Bojadziev, G. and M. Bojadziev(1997), Fuzzy logic for business, finance, and management, World Scientific Publishing.
Bolton, R. N. and J. H. Drew(1991), A multistage model of customer assessment of service quality and value, Journal of Consumer Research, 17(4), pp.375-384.
Bolton, R. N.(1998), A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction, Marketing Science, 17(1), pp.45-65.
Boulding, W. A. K., Staelin, R. S., and V. A. Zeithaml(1993), A dynamic process model of service quality: From expectation to behavioral intention, Journal of Marketing Research, 30(Feb), pp.7-27.
Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml(1993), A dynamic process model of service quality: From expectation to behavioral intention, Journal of Marketing Research, 30(Feb), pp.7-27.
Brown, T. J., Churchill, G. A. and J. P. Peter(1993), Research note: Improving the measurement of service quality, Journal of Retailing, 69(1), pp.127-139.
Campbell ,D. T. and D. W. Fiske(1959), Convergent and discriminant validation by the multitrait-multimethod matrix, Psychological Bulletin, 56, 81-105.
Carman, J. M. (1990), Consumer perceptions of service quality: An assessment of the SERVQAL dimensions, Journal of Retailing, 66(1), pp.33-55.
Chen, S.J. and C. L. Hwang(1992), Fuzzy Multiple Attribute Decision Making- Method and Application, Springer-Verlag, New York.
Chen, S. –M.(1996),Evaluating weapon systems using fuzzy arithmetic operations, Fuzzy Sets and Systems , 77 , pp.265-276.
Cheng, C.-H.(1999), Evaluating weapon systems using ranking fuzzy numbers, Fuzzy Sets and Systems ,107, pp.25-35.
Chien, C.-J. and H.-H. Tsai(2000), Using fuzzy numbers to evaluate perceived service quality, Fuzzy Sets and Systems ,116(2), pp.289-300.
Churchill, Jr, G. A. and C. Surprenant(1982), An investigation into the determinants of customer satisfaction, Journal of Marketing Research, 19(Nov), pp.491-504.
Churchill, Jr, G. A.(1979), A paradigm for developing better measures of marketing constructs, Journal of Marketing Research, 16(February), pp.64-73.
Collier, D. A.(1991), A service quality process map for credit processing, Decision Sciences, 22(2), pp.406-420.
Cronin, J. J. and S. A. Taylor(1992), Measuring service quality: A reexamination and extension, Journal of Marketing 56(3), pp.55-68.
Cronin, J. J. and S. A. Taylor(1994), SERVPERF versus SERVQAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality, Journal of Marketing, 58(1), pp.125-131.
Crosby, L. A., K. R. Evans, and D. Cowels(1990), Relationship quality in services selling: An interpersonal influence perspective, Journal of Marketing, 54(3), pp.68-81.
Dabholkar, P. A., D. I. Thorpe, and J. O. Rentz(1996), A measure of service quality for retail stores: Scale development and validation, Journal of the Academy of Marketing Science, 24(1), pp.3-16.
Dion, P. A., R. Javalgi and J. D. Lorenzo-Aiss(1998), An empirical assessment of the Zeithaml, Berry and Parasuraman service expectations model, The Service Industries Journal, 18(4), pp.66-86.
Dodds, W. B. and K. B. Monroe(1985), The effect of brand and price information on subjective product evaluations, Advances in Consumer Research, 12, pp.85-90.
Dubois, D. and H. Prade(1988), Possibility Theory :An Approach to Computerized Processing of Uncertainty, Plenum Press, New York.
Farsad, B. and A. K. Elshennawy(1989), Defining service quality is difficult for service and manufacturing firms, IE, pp.17-19.
Finn, D. W. and C. W. Lamb(1991), An evaluation of the SERVQUAL scale in a Retail setting, in: Holman R. H. and M.R. Solomon (Ed.), Advances in Consumer Research, Provo, UT: Association for Consumer Research, 18, pp. 483-490.
Fitzsimmons, J. A. and M. J. Fitzsimmons(1994), Service Management for Competitive Advantage, McGraw-Hill.
Flipo, J.-P.(1988), On the intangibility of services, Service Industries Journal, 8(July), pp.286-298.
Gagliano, K. B. and Hathcote(1994), Customer expectations and perceptions of service quality in retail apparel specialty stores, Journal of Service Marketing, 8(1), pp.60-69.
Gronroos, C.(1990), Service Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington Books, Lexington, MA.
Hampton, G. M.(1993), Gap analysis of college student satisfaction a a measure of professional service quality, Journal of Professional Services Marketing, 9(1), pp.115-128.
Haywood-Farmer, J.(1988), A conceptual model of service quality, International Journal of Operations & Production Management, 8(6), pp.19-29.
Hon, C.-C., Y.-Y. Guh, K.-M. Wang and E. S. Lee(1996), Fuzzy multiple attributes and multiple hierarchical decision making, Computers Math. Applic., 32(12), 109-119.
Hummel, J. W. and R. Savitt(1988), Integrated customer service and retail strategy, International Journal of Retailing, 3(2), pp.5-21.
Hurley, R. F. and H. Estelami(1998), Alternative indexes for monitoring customer perceptions of service quality: A comparative evaluation in a retail context, Journal of the Academy of Marketing Science, 26(3), pp.209-221.
Iacobucci, D. and A. Ostrom(1996), Perceptions of services, Journal of Retailing and Consumer Services, 3(4), 195-212.
Klir, G. J. and B. Yuan(1995), Fuzzy Sets and Fuzzy Logic Theory and Applications, Prentice-Hall International, Inc., New Jersey.
Klir, G. J. and T. A. Folger(1988), Fuzzy sets, uncertainty, and information, Prentice-Hall International.
Laarhoven, P. J. M. and W. Pedrycz(1983), A fuzzy extension of Satty’s Priority theory, Fuzzy Sets and Systems ,11 , pp.229-241.
Lapierre, J., P. Filiatrault and J. Perrien(1996), Research on service quality evaluation: evolution and methodological issues, Journal of Retailing and Consumer Service, 3(2), pp.91-98.
Lee, E. S. and R. L. Li(1988), Comparison of fuzzy numbers based on the probability measure of fuzzy events, Comput. Math. Appl., 15, pp.887-896.
Lewis, B. R. and V. W. Mitchell(1990), Defining and measuring the quality of customer service, Marketing Intelligence & Planning, 8(6), pp.11-17.
Lewis, B. R.(1989), Customer care in the service organization, Marketing Intellingence & Planning, 7(5), pp.18-22.
Lewis, R. C. and B. H. Booms(1983), The marketing aspects of service quality, in Emerging Perspectives on Services Marketing, L. Berry, G. Shostack, and G. Upah, eds., Chicago: American Marketing, pp. 99-107.
Lockshin, L. S., A. L. Spawton, and G. Macintosh(1997), Using product, brand and purchasing involvement for retail segmentation, Journal of Retailing and Consumer Services, 4(3), pp.171-183.
Lovelock, C. H.(1983), Classify services to gain strategic marketing insights, Journal of Marketing, 47, pp.9-20.
Martilla, J. A. and J. C. James(1977), Importance performance analysis, Journal of Marketing, 41(1), 77-79.
Mazis, M. B., O. T. Ahtola, and R. E. Klippel(1975), A comparison of four multi-attribute models in the prediction of consumer attitudes, Journal of Consumer Research, 2(1), 38-52.
Mittal, V., W.T. Ross,Jr, and P. M. Baldasare(1998), The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions, Journal of Marketing, 62(January), pp33-47.
Oliver, R. L. and W. O. Bearden(1985), Disconfirmation process consumer evaluations in product usage, Journal of Business Research ,13 , 235-246.
Oliver, R. L. and W. S. DeSarbo(1988), Response determinant in satisfaction judgements, Journal of Consumer Research, 14(4), pp.495-507..
Oliver, R. L.(1980), A congitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research, 17(Nov), pp.460-469.
Oliver, R.(1978), Measurement and evaluation of satisfaction process in retail setting, Journal of Retailing, 57(summer), pp.25-48.
Parasuraman, A., L. L. Berry and V. A. Zeithaml (1990), An Empirical Examination of Relationships in an Extended Service Quality Model, Cambridge, MA: Marketing Science Institute.
Parasuraman, A., L.L. Berry and V. A. Zeithaml (1991), Understanding customer expectations of service, Sloan Management Review, (Spring), pp.39-48.
Parasuraman, A., V. A. Zeithaml, and L.L. Berry(1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, 49(3) 41-50.
Parasuraman, A., V. A. Zeithaml, and L.L. Berry(1988), SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), pp.12-40.
Parasuraman, A., V. A. Zeithaml, and L.L. Berry(1991), Refinement and reassessment of the SERVQUAL scale, Journal of Retailing, 67(4), pp.420-450.
Parasuraman, A., V. A. Zeithaml, and L.L. Berry(1994), Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria, Journal of Retailing, 70(3), pp.201-230.
Parasuraman, A., V. A. Zeithaml, and L.L. Berry(1994), Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research, Journal of Marketing ,58(January), pp.111-124.
Peter, J. P., G. A. Churchill, Jr., and T. J. Brown(1993), Caution in the use of difference scores in consumer research, Journal of Consumer Research 19(4), pp.655-662.
Peterson, R. A. and A. Jolibert(1976), A cross-national investigation of price brand determinants of perceived product quality, Journal of Applied Psychology, 61, pp.533-536.
Peterson, R. A. and W. R. Wilson(1992), Measuring customer satisfaction: Fact and artifact, Journal of the Academy of Marketing Science, 20, pp.61-71.
Rao, C. P and M. M. Kelkar(1997), Relative impact of performance and importance ratings on measurement of service quality, Journal of Professional Services Marketing, 15(2), pp.69-86.
Rapert, M. I. and B. M. Wren(1998), Service quality as a competitive opportunity, The Journal of Services Marketing, 12(3), pp.223-235.
Regan, W. J.(1963), The service revolution, Journal of Marketing, 47(July), pp.57-62.
Ruyter, K. and M. Wetzel(1997), On the perceived dynamics of retail service quality, Journal of Retailing and Consumer Services, 4(2), pp.83-88.
Saleh, F. and C. Ryan(1991), Analysis service quality in the hospitality industry using the SERVQAL model, Service Industries Journal, 11(July), pp.324-343.
Sharma, A. and T. F. Stafford(2000), The effect of retail atmospherics on customers’ perceptions of salespeople and customer persuasion: An empirical investigation, Journal of Business Research, 49, pp.183-191.
Sirohi, H., E. W. Mclaughin, and D. R. Wittink(1998), A model of consumer perceptions and store loyalty intentions for a supermarket retailer, Journal of Retailing, 74(2), pp.223-245.
Smith, A. M(1999), Some problems when adopting Churchill’s Paradigm for the development of service quality measurement scales, Journal of Business Research, 46, pp.109-120.
Stewart, H, C. Hope and A. Muhlemann(1998), Professional service quality, Journal of Retailing and Consumer services, 5(4), pp.209-222.
Swan, J. E. and L. J. Combes(1976), Product performance and consumer satisfaction: A new concept, Journal of Marketing, 40, pp. 25-33.
Swan, J.(1974), Price-product performance competition between retailer and manufacture brands, Journal of Marketing, 38, pp.52-59.
Sweeney, J. C., G. N. Soutar, and L. W. Johnson(1997), Retail service quality and perceived value, Journal of Retailing and Consumer Services, 4(1), pp.39-48.
Takeuchi, H. and J. A. Quelch(July-August 1983), Quality is more than making a good product, Harvard Business Review, 83(4), pp.139-145.
Teas R. K.(1993), Consumer expectations and the measurement of perceived service quality, Journal of Professional Services Marketing, 8(2), pp.33-53.
Teas, R. K.(1993), Expectation, performance evaluation, and consumers’ perceptions of quality, Journal of Marketing , 57(Oct), pp.18-34.
Teas, R. K.(1994), Expectations as a comparison standard in measuring service quality: An assessment of a reassessment, Journal of Marketing 58(Jan), pp.132-139.
Van Dyke, T. P., L. A. Kappelman, and V. R. Prybutok(1997), Measuring information systems service quality: Concerns on the use of the SERVQUAL questionnaire, MIS Quarterly, 21(2), pp195-207.
Weiner, B.(1985), ‘Spontaneous’ causal thinking, Psychological Bulletin, 97(1), pp.74-84.
Williams, J. G., The impact of employee performance cues on guest loyalty, perceived value and service quality, The Service Industries Journal, 19(3), pp.97-118.
Wirtz, J. and J. E. G. Bateson(1995), An experimental investigation of halo effects in satisfaction measures of service attributes, International Journal of Service Industry Management, 6(3), pp.84-102.
Zeithaml, V. A.(1988), Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence, Journal of Marketing 52(3), pp.2-22.
Zeithaml, V. A., L. L. Berry and A. Parasuraman(1993), The nature and determinants of Customer expectations of service, Journal of Academy of Marketing Science, 21(l), pp.l-12.
Zeithaml, V. A., L.L. Berry, and A. Parasuraman(1996), The behavioral consequences of services quality, Journal of Marketing ,60(2), pp.31-46.
Zimmermann, H.-J.(1986),Fuzzy Set Theory - and Its Applications, Kluwer-Nijhoff Publishing, Boston.