應用重要度績效分析與約略集合理論探討顧客對飯店服務滿意度之影響因素：臺灣與中國大陸之比較

本研究以兩岸的星級觀光飯店為例，根據SERVQUAL量表針對飯店業設計服務品質滿意度的評估問卷，總共回收420份有效問卷，運用約略集合理論處理資訊不完整或不精確的情況下，探討影響飯店消費者滿意度的關鍵服務品質屬性為何，並分析不同族群消費者滿意度影響因素之集合。本研究結果發現對臺灣飯店業而言，針對平均停留飯店的時間為兩到三天的消費者，若同時提升盥洗用品、賬單金額合理與準確度、安全設施、交通服務等服務屬性集合；針對一年內住宿飯店的頻率為2～3次的旅客，若能同時提升免費網路服務、更正疏失的速度、服務人員總是樂意且有耐心的幫助顧客等服務屬性集合；針對以旅遊為目的的旅客，若能同時提升免費網路服務、預約訂房服務的便利性、服務人員能瞭解顧客的需求等服務屬性集合，皆能夠有效提升消費者對於飯店之整體滿意度。而針對中國之飯店業者，若能夠對於女性消費者同時提升飯店的外觀／內部裝潢及設備、客房的清潔和舒適度、服務人員能主動為顧客服務、交通服務等服務屬性集合，亦能夠有效提升消費者對於飯店之整體滿意度。最後，依據這些研究發現，本研究的實務意涵與未來研究方向亦被呈現於本論文中。

關鍵字

飯店服務品質；約略集合理論； SERVQUAL ；重要度績效分析；滿意度

並列摘要

With overwhelming increased visitors, today hotel management is significant so much more than before, causing a sharp competition in the hotel industry. Therefore, taking cross-strait hotels as examples in this study, applying SERVQUAL as methodology to design questionnaire to evaluate customers' service quality of hotels. There are totally 430 effective questionnaires from cross-strait customers. Using Rough Set Theory (RST) to identify the satisfaction set of different groups of hotel users and to explore service quality of major hotels in cross-strait area. The research results found that for the Taiwanese customers who stay at hotel in two to three days in average, it's helpful to enhance the service quality of provision of personal hygiene products, reasonable and proper billing and provision of transport services at the same time. And, for the Taiwanese customers who went to hotels two to three times a year, it's beneficial to enhance the service quality of free Internet service, promptness in correcting errors/negligence and willingness to help guests at the same time. Also, if Taiwanese hotel industry can improve the service quality of free Internet service, convenience of reservations and understanding in customer needs in the same time especially for the travelers, it would be instrumental. On the other hand, for the Chinese hotel industry, if they can reinforce the service quality of up-to-date equipment, Cleanliness and comfortability of rooms, activeness in serving guests and provision of transport services at the same time especially for the female customers, it's valuable for the visitors. All these service quality sets can help hotels improve their overall satisfaction effectively.