| Summary: | 碩士 === 國立高雄海洋科技大學 === 漁業生產與管理研究所 === 98 === ABSTRACT
In the democratic trend of priority service and best quality, each government authority leads to promote the aspect of public service and upgrade the quality of that. However, fishermen groups do not move forward with the trend, most of them stay “herdsman” without self-conscious instead. The price for such standstill is there is no more identification for fishermen, even the centripetal force gradually fades away. In order to get back their identification and centripetal force, the primary point is to understand the perception gap between Fishermen's Association (employees) and fishermen. Therefore, this study takes Kaohsiung Fishermen's Association as empirical example and makes Fishermen's Association “the service provider” and the fishermen “the service receiver.” This is to discuss the service quality of Kaohsiung Fishermen's Association and the items for analysis and discussion are:
1. The service expectation and perception gap from fishermen with regard to Kaohsiung Fishermen's Association.
2. The values and perception gap of each service quality among management echelon, rank-and-file employees and fishermen of Kaohsiung Fishermen's Association.
3. Whether or not the gap of each service quality exists.
This study bases on Conceptual Model of Service Quality of PZB Service Quality Gap as the theoretical basis and combines the operation of service conditions from Kaohsiung Fishermen's Association through SERVQUAL scale to develop three kinds of questionnaires which are distributed to (1) fishermen, (2) management members and (3) rank-and-file employees of Fishermen's Association in the service location of the empirical authority in early March, 2010. The convenience sampling of questionnaires for fishermen was adopted and 400 questionnaires were sent out and 372 were efficiently retrieved and the effective response rate is 93%. The other 2 questionnaires were distributed through general survey. The data obtained from the questionnaires were statistically analyzed according to frequency distribution, descriptive statistics, Independent-Sample t Test, factor analysis, reliability analysis and so on to prove five hypotheses in this study
(I) The fishermen of Kaohsiung Fishermen's Association have significant gap between expectation and perception for the service they provide (this hypothesis is come into being).
(II) The perception to fishermen’s expectation from management members of Kaohsiung Fishermen's Association can not compare for sure with the expectation from fishermen themselves (this hypothesis is not come into being).
(III) Management members of Kaohsiung Fishermen's Association do not design and stipulate the service rules and procedures from the rank-and-file employees of Fishermen's Association to fishermen according to fishermen’s service expectations (half of the hypothesis is come into being).
(IV) Rank-and-file employees of Kaohsiung Fishermen's Association do not provide the service for fishermen according to service rules and procedures stipulated by higher authorities (half of the hypothesis is come into being).
(V) Kaohsiung Fishermen's Association does not do the external communication properly (half of the hypothesis is come into being).
Based on the above empirical analysis, this study comes up with the following suggestions for the empirical authority:
I. It is necessary for Fishermen's Association to re-inspire the core values of its existence and give a new definition of “fishermen service.”
II. The employees of Fishermen’s Association have to give up on the attitude of “herdsman” and face the fishermen with a brand new vision.
III. “Sincere treatment” is better than any “visible service” (i.e. empathy is more than tangible items).
IV. “Consistent” service is universal value and two different feelings shall never be shown to fishermen.
V. Fishermen desperately need Fishermen's Association’s (employees) professional service and the in-service training for the employees of Fishermen’s Association shall reinforce the professional competence in every aspect as soon as possible.
VI. Fishermen's Association shall find out the best way to communicate with fishermen based on the supreme principle of “letting fishermen know the information that Fishermen's Association wants to convey.”
Key words: Fishermen's Association, service quality, PZB model.
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