旅館業服務品質評估模式之建立研究

The Establishment for Evaluation Model on Service Quality in the Hotel Industry

10.29999/QM.200611.0024

鄧維兆；鄭尚悅；蔡志弘(Chih-Hung Tsai)；蔡世傑

服務品質 ； 服務知覺 ； 服務品質評估模式 ； Service Quality ； Service Consciousness ； Service Quality Evaluation Model

品質月刊

42卷11期（2006 / 11 / 01）

77 - 84

繁體中文

由於產業結構變動，服務業的蓬勃發展，促成了觀光旅館業攀升為今日整體經濟的主力之一，屏除其主體條件外，『服務品質』的著重儼然已成為企業之成功關鍵因素。服務品質高低的關鍵指標取決於顧客滿意，如何使顧客滿意而有效地提昇服務品質已視為企業競爭力提昇之重點方向，而顧客與管理階層間對於服務品質之提供仍存有期望認知差距。如何評估兩者間期望認知差距與確認努力重點所在，來提昇服務績效與服務品質，為本研究之重點。本研究運用Parasuraman et al。三位學者(1985)提出SERVQUAL顧客滿意度調查工具作為衡量服務品質模式之中心準則，來衡量管理階層與顧客對服務上『實際知覺』與『期望知覺』之差距作為改善服務品質重點方向，且集結相關文獻探討與國際評鑑準則，發展出一套適合旅館業服務品質評估模式，冀期透過新模式之建立，提供旅館業界績效改善服務品質工作之參考。本研究採用問卷調查方式作為研究工具，問卷乃針對台灣新竹地區旅館業管理階層與住宿顧客進行調查；內容以PZB服務品質衡量之五大構面進行設計。調查結果顯示，管理階層與顧客在評估觀光飯店服務品質之間確實存有差異，其差異多呈現在兩者評估服務品質時，對顧客滿意詮釋與掌握差異之原因。研究發展提出的服務品質評估模式可讓旅館業者在通則性下評估其服務品質之現況並找出改善重點與方向，藉以協助業者提昇服務品質，提高競爭能力，冀能達到企業成功經營的目的。

Due to change of industrial structure and booming developments of service industry, hotel industry becomes one of main economic power. In addition to main conditions for success, emphasis on service quality becomes a key factor to success of business (KSF) obviously. The key indicator for evaluating service quality depends on customers' satisfaction. How to make customers satisfied by effective promotion in service quality is a significant way to increase the ability of business competition in industry. However, receiving and giving of service quality coming from guests and servers still exists differences between customers' expectation and managers' perception. How to evaluate the differences between customers' expectation and managers' perception and identify a right way precisely revise the evaluation of service quality and promote the service quality are crucial points in this research. This research uses Parasuraman, Zeithaml and Berry's SERVQUAL, a tool of customers' satisfaction, investigation as an index to evaluate service quality, and measure the differences between actual perception of managers and customers, and expectant perception of managers and customers for improvement of service quality. Further more, by gathering the related literature review and international grading evaluation standard, then developing an appropriate evaluation model of service quality within hotel industry for the hoteliers' reference that can improve the service quality is the purpose of this research. This research adopted the questionnaire as research tool. Questions asked for managers and staying guests' perception at the hotels in Hsinchu city. A survey was made of PZB evaluation of service quality and the questionnaire were divided into five parts. The result of the survey showed that the evaluation of the service quality for luxury hotels between managers and guests is statistically significant different. The differences of the service quality between managers and guests' evaluations come from their different explanation and control for customers' satisfaction. The result of this research pointed out that the model of evaluation of the service quality provides hoteliers to effectively estimate the service quality of delivered service and find out key points and directions for improving the service quality. By doing this, hoteliers can promote the service quality and increase their competitive ability for successful in business.

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