| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 90 === Service quality is the key factor for gaining competitive advantage for modern companies. Since the SERVQUAL scale was developed by Parasuraman,
Zeithaml and Berry（1985, 1988）, the construct and measure of conceptual model of perceived service quality have become the most debated issue.
Throughout published literatures, it suggests that service quality is a multidimensional, hierarchical construct. From this point of view, this dissertation is based on the service quality perceived by customer, using Brady’s（1997）model, and Dabholkar, Thrope, and Rentz（1996）, Rust and Oliver’s（1994）methodology, applying LISREL to examine different dimensions in the hierarchical model.
The research model is tested across four service industries in Taiwan（hair salon / fast food, dry cleaning / photo developing, entertainment, bank）.
Furthermore, 800 customers in targeted industry with age 20 or over were surveyed. 769 valid responses were collected and analyzed by LISREL model.
The conclusion of this research are summarized as following：
1. The service quality perceived by customers could be explained by the multidimensional, hierarchical construct.
2. Service quality consists of interaction quality, physical environment quality, and
outcome quality.
3. Factors affecting interaction quality are service provider’s attitude, behavior and
expertise, in which behavior has stronger effect.
4. Atmosphere and design will affect the physical environment quality significantly; the invisible atmosphere in service encounter has stronger effect.
5. Tangibles and value will affect the outcome quality, and the tangible element in service outcome has stronger effect.
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