運用層級分析法探討服務品質－以國際觀光旅館為例

Discuss the Service Quality by AHP-Take the International Tourist Hotel for Example

10.29463/2008chanye.200804.0392

胡宜中(Yi-Zhong Hu)；王仁宏(Jen-Hung Wang)

層級分析法 ； 服務品質 ； 國際觀光旅館 ； Analytic Hierarchy Process AHP ； Service Quality ； International Tourist Hotel

運動休閒產業管理學術研討會論文集

2期（2008 / 04 / 01）

392 - 405

繁體中文

本研究利用層級分析法探討國際觀光旅館服務品質，同時，藉由學者與消費者的相異觀點來加以探討之。 本研究架構共分為八項衡量構面：有形性、可靠性、反應性、禮貌性、溝通能力、安全性、關懷性與創新性，共27衡量題項，經由層級分析法分析後，結果為：(1)學者認為重要性順序依次為安全性(0.274)、可靠性(0.195)、溝通能力(0.132)、 反應性(0.124)、有形性(0.100)、關懷性(0.073)、禮貌性(0.062)與創新性(0.040)。(2)消費者認為重要性順序依次為安全性(0.206)、可靠性(0.166)、有形性(0.148)、禮貌性(0.133)、反應性(0.126)、溝通能力(0.109)、關懷性(0.074)與創新性(0.039)。 本研究發現在學者與消費者之間，「安全性」皆超過0.2；「可靠性」、「溝通能力」、「反應性」、「有形性」皆超過0.1；「關懷性」與「創新性」皆無超過0.1；僅在「禮貌性」有所差異性存在，在學者方面，並無超過0.1，而在消費者方面，卻 超過0.1，可得知消費者的「禮貌性」重視程度是更勝於學者。 最後，本研究建議在後續的研究中，可加入業界的實務觀點，加以更進一步討論，使得理論與實務得以相互驗證。

Our study discusses the service quality of the international tourist hotel by Analytic Hierarchy Process (AHP). At the same time, we discuss it by the different viewpoints of the scholars and the consumers. In our study are eight measurable aspects which include Tangibles, Reliability, Responsiveness, Courtesy, Communication, Security, Understanding/ Knowing, and Innovation; altogether, there are 27 measurable questions. By AHP, the results are: (1) The scholars think the order of the importance of the aspects are Security(0.274), Reliability(0.195), Communication(0.132), Responsiveness(0.124), Tangibles(0.100), Understanding/ Knowing(0.073), Courtesy(0.062), and Innovation(0.040). (2) Theconsumers think the order of the importance of the aspects are Security(0.206), Reliability(0.166), Tangibles(0.148), Courtesy(0.133), Responsiveness(0.126), Communication(0.109), Understanding/ Knowing(0.074), and Innovation(0.039). Between the scholars and the consumers, our study discovers that both ”Security” are over 0.2; both ”Reliability, Communication, Responsiveness, and Tangibles” are over 0.1; both ”Understanding/ Knowing and Innovation” are not over 0.1; only ”Courtesy” has the difference, about the scholars, it is not over 0.1, but about the consumers, it is over 0.1, so, we can know that the importance of the courtesy of the consumers is higher than the scholars. Finally, our study suggests that the follow-up research can add the practical viewpoint of the business in to discuss further. On the other hand, we can reciprocally test the theory and the practice.