運用顧客價值圖探討台灣旅宿業之服務品質

Using Customer Value Map to Study Service Quality of Hotels in Taiwan

10.6495/CIMBM.2015.042

蘇麗敏(Li-Ming Su)；王超弘(Chau-Hung Wang)

旅宿業 ； 關鍵因素 ； 顧客價值圖 ； 服務品質 ； hotel industry ； critical factors ； customer value map ； service quality

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

604 - 617

繁體中文

近年來，國人對於休閒旅遊的需求與日俱增。在旅遊業興盛發展下，也帶動旅宿業的成長。本研究想了解消費者在選擇旅遊住宿類別時，所考慮的關鍵因素。經文獻探討歸納出二十三個重要因素。再收斂為五大關鍵因素，分別為「硬體設施」、「服務體驗」、「品牌忠誠度」、「感官體驗」、「價格因素」；並利用AMOS加以確認其關係。此後，利用顧客價值圖來比較觀光旅館、一般旅館與民宿的服務品質及經營的優劣勢。希望透過本研究結果，能有助於提供旅宿業相關策略參考之依據。

In recent years, the demands for leisure travel are growing increasingly, it also lead the growth of the hotel industry in Tawan. In this research, we want to know the critical factors for customers selecting the hotels. Twenty three important factors are collected by literature reviews. Then, these twenty three factors are converged to five critical factors: Hardware facilities, service experience, brand loyalty, sensory experience and price factor. Next, use the AMOS to confirm the relationship between important factors and critical factors. Finally, use the customer value map to study service quality and compare the business operating advantages and disadvantages for hotels, hostels and B & B. Hope this study can provide some references of business strategies for the hotel industry.