以內容分析法探討Airbnb民宿服務品質缺口

A Content Analysis of Homestay Service Quality Gaps

游簣伎(KUEI-CHI YU)

指導教授 ： 吳文貴

朝陽科技大學/管理學院/企業管理系高階產業經營碩士在職專班/碩士(2019年)

摘要

摘要
近年來由於網路資源結合行動科技，帶動全球共享經濟風潮。Airbnb (AirBed & Breakfast) 即為新商業模式代表，從虛擬網路的分享延伸到實體資源的租賃與效益，提供給民宿經營管理者與顧客兩端，進行商業共好和交易模式的連結平台。
本研究旨在探討Airbnb民宿經營者提供的服務品質認知和顧客實際體驗後的服務缺口。此研究採用「深入訪問法」訪談台中4家Airbnb民宿經營者的服務認知；並利用「內容分析法」 分析民宿經營者訪談資料與此4家顧客在網路上的評價內容作比較分析，並利用網路圖，以「PZB理論」為理論基礎，得出Airbnb民宿服務品質缺口。
本研究發現主要的服務缺口來自於，民宿經營者的理念和內部資源限制，與顧客在住房使用和舒適度上的需求不一致；以及服務品質規格和服務傳達上的差異性。本研究用深入訪談法加上內容分析法來研究服務品質缺口，提供Airbnb民宿經營者重要的參考指引，尤其在服務品質缺口的辨識與改善上，本研究也提出理論意涵與實務的建議。
關鍵詞: Airbnb 、深入訪問法、內容分析法、服務品質缺口

關鍵字

Airbnb ； 深入訪問法 ； 內容分析法 ； 服務品質缺口

並列摘要

Abstract
In recent years, the combination of Internet and mobile technology has driven the global sharing economy. Airbnb (AirBed & Breakfast), an American online marketplace and hospitality service brokerage company, has overturned many traditional business models since 2008, providing the service to arrange or offer lodging, primarily homestays, or tourism experiences with the new business model of sharing economy. Airbnb provides a platform for hosts (owners of houses) to accommodate guests with short-term lodging and tourism-related activities and provides a communication and transaction mechanism between hosts and guests.
Following the footsteps of Airbnb, is there a room for improvement or an invisible service quality gap between the host and guests? This study uses in-depth interview techniques and content analysis to explore the service quality gap between hosts and guests, based on the four Airbnb hosts’ responses and their customers’ online reviews in Taichung City, Taiwan. This study further utilizes the PZB model to categorize service gaps between counterparties.
According to the results, the major gaps come from the differences between the Airbnb hosts’ idea of services and limited resources and guests’ needs and wants, and inconsistencies between the specifications and performances of service. This study contributes to the management knowledge of Airbnb hosts in terms of providing the full maps of service gaps, including the hosts’ personal idea and services, facility, location, and atmosphere. Based on the results, this study also provides several theoretical and practical implications.

Keywords: Airbnb, In-depth Interview, Content Analysis, Service Quality Gap

並列關鍵字

Airbnb ； In-depth Interview ； Content Analysis ； Service Quality Gap

參考文獻

參考文獻

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張月紅 (2018)。Airbnb共享經濟平台的經營策略之研究(未出版碩士論文)。取自https://hdl.handle.net/11296/epbqme