| Abstract: | 近年來，印尼為亞洲互聯網用戶最多，隨著用戶數量不斷地在增加，電子商務業務的營業額也在增長。線上旅遊服務是如今於亞洲地區發展最快的業務之一，例如Traveloka，Tiket.com，Agoda，Pegipegi等。這些線上旅遊服務的設施多樣化，從網站購物到應用程序製作。 線上旅遊的品質可以有效地促進產品與服務的購買、銷售及運輸。線上服務也被稱為電子服務品質(E-ServQual)是服務質量（ServQual）的新版本。本研究係以「Traveloka線上旅遊網站服務之線上服務品質」為研究標的，輔以Sudyasjayanti與Setiobudi服務品質量表編製「Traveloka線上旅遊網站之線上服務品質」服務項目，分析Traveloka線上旅遊網站便民服務措施元素，並以Kano修正模式歸納二維品質特性，以調整便民服務措施策略，期可提升Traveloka線上旅遊網站之服務品質，達到便民之效果。經研究結果顯示，Traveloka線上旅遊網站「魅?品質」之服務項目計有5項，具備「一維品質」要素有4項，「當然品質」要素有2項，「無差?品質」要素有1項，「魅?反向品質」要素有1項，「一維反向品質」要素有1項，「當然反向品質」要素有1項。其次，Kano修正模式較優於Kano模式，因為它可順利偵測反向品質要素內涵。故建議Traveloka線上旅遊網站應增加屬「魅力品質要素」項目，加強屬「一維品質要素」項目，維持屬「當然品質要素」項目，?低「無差異品質要素」項目，改善屬「魅力品質要素」項目，減少屬「一維品質要素」項目，適度屬「當然品質要素」項目，作為Traveloka線上旅遊網站經營資源重新配置之參據。
In the past few years, Indonesia has the largest number of internet users in Asia. As the number of internet users remains to increase, the trade of e-commerce businesses is also increasing day by day. One of the most famous e-commerce business is an online travel agency. Nowadays, online travel services are one of the fastest-growing businesses in Asia including Indonesia, for instance, Traveloka, Tiket.com, Agoda, Pegipegi, etc. The facilities of these online travel services are various, from the website shopping to an application establishment. The quality of online travel can effectively influence the purchase, sale, and shipping of products and services. Online service quality is also known as electronic service quality (E-ServQual). This is a new form of service quality (ServQual). This research is using the "Traveloka” as a research object, which applies Sudyasjayanti and Setiobudi’s Service Quality Scale, analyzes and measures the elements of Traveloka’s E-ServQual. This research also uses The Revised Kano Model of the two-dimensional quality elements to adapt the convenience service and effective strategy. This strategy can improve the service quality of the Traveloka online travel website. Based on the results of this study, Traveloka consists of 5 items Attractive quality elements, 4 items One-Dimensional quality elements, 2 items Must-Be quality elements, 1 item Indifferent Quality elements, 1 item Reverse Attractive quality elements, 1 item Reverse One-Dimensional quality elements, and 1 item Reverse Must-Be quality elements. Secondly, the revised Kano model is better than the Kano model because it can detect the reverse quality elements.Therefore, it can be concluded that the Traveloka online travel website should increase the “Attractive Quality” elements, strengthen the “One-Dimensional Quality” elements, maintain the “Must-Be Quality” elements, make the “Indifferent Quality” elements less, eliminate and find the solution for the “Reverse Attractive-Dimensional Quality” elements, reduce the “Reverse One-Dimensional Quality” elements, and avoid the “Reverse Must-Be Quality” elements. |
