题名

孰輕孰重？兩岸旅館溫度與智慧化服務研究

并列篇名

Priority? The Combination of Intelligent Services and Warm Services in Cross-Strait Hotel Service Delivery Processes

DOI

10.6656/MR.202207_41(3).CNI041

作者

王國欽(Kuo-Ching Wang)；廖耿彬(Keng-Ping Liao)；吳本(Ben Wu)；謝美婷(Mei-Ting Hsieh)；廖涴婷(Wo-Ting Liao)；余治明(Chih-Ming Yu)

关键词

智慧化旅館 ； 智慧化服務 ； 有溫度服務 ； 顧客旅程 ； 服務接觸點 ； Smart hotels ； Intelligent Services ； Warm services ； Customer journey ； Service touch-points

期刊名称

管理評論

卷期/出版年月

41卷3期（2022 / 07 / 01）

页次

41 - 62

内容语文

繁體中文
中文摘要

研究目的：「智慧化」與「有溫度服務」的結合已成為旅館改善服務接觸點與顧客體驗的新策略。本研究探討兩岸旅館如何將智慧化與有溫度的服務適時融入服務傳遞過程，優化顧客旅程中服務接觸點，提升服務價值。研究方法／方法：訪談兩岸13家智慧化旅館高階經理人及蒐集18,879則顧客線上評論貼文，並實際入住觀察與紀錄。研究結果：智慧化無法完全解決顧客痛點，應在主要的服務接觸點將有溫度服務與智慧化相結合，以提升服務價值。研究限制／啟發：後續研究可導入更多量化調查，以獲得更可靠的通則結果。理論／實務／社會意涵：智慧化與有溫度服務在服務傳遞過程中的良好結合可改善顧客體驗，兩岸智慧化旅館各有所長，反映在其經營競爭力上。創見／價值：本文是理論上探究旅館「智慧化服務」與「有溫度服務」之先驅研究，可改善服務接觸點及較好的促進顧客旅程體驗。
英文摘要

Purpose - Combining ＂intelligent＂ and ＂warm＂ services has become a new strategy for improving service touch-points and customer experiences. This research discusses how to appropriately integrate intelligent and warm services into service delivery processes to optimize the service touch-points within customer journeys and increase service values. Design/methodology/approach - Top managers of 13 intelligent hotels were interviewed, 18,879 online customer reviews were compiled, and on-site observation and recordation were conducted. Findings - Intelligent services cannot wholly resolve customer pain points, as key service touchpoints require combining warm and intelligent services to increase service value. Research limitations/implications - Follow-up research can adopt more quantitative surveys to obtain more reliable general results. Practical implications/Social implications - The appropriate combination of intelligent and warm services within service delivery processes can help to improve customer experiences. The smart hotels on both sides of the strait have their respective strengths reflected in their business competitiveness. Originality/value - This research is a pioneer study that explores ＂intelligent services＂ and ＂warm services＂ from a theoretical perspective and can help improve service touch-points and foster customer journey experiences.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 鄭志富,陳智彥,陳文正,余泳樟(2023)。國民運動中心智慧化關鍵成功因素之研究。臺灣體育運動管理學報，23(2)，197-223。
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