雲林縣知名汽車旅館入口網站服務品質調查

隨著社會價值觀和休閒旅遊消費習慣的改變，國人對於住宿汽車旅館的需求逐年殷切；復加以網際網路的發達及上網人口的迅速成長，許多汽車旅館已逐步利用網路行銷方式來開發新顧客。基於此，其入口網站服務品質的良莠即成為一項相當關鍵的經營課題。本研究目的在於以雲林縣七家知名的汽車旅館為研究對象，進行入口網站服務品質調查與分析其概況，並提出改善建議。本研究以具有七個構面、32道問項的服務品質問卷為研究工具，由12位專家評審群進行入口網站服務品質的主觀式評定。所得資料經Friedman檢定及Nemenyi事後比較檢定後，發現（一）此七家汽車旅館入口網站的服務品質具有顯著的差異性，並可分成三等級；（二）在七個服務品質構面上之表現亦達到顯著差異性及可分為三等級；（三）據此推測目前汽車旅館入口網站服務品質之發展尚未臻於成熟與穩定。基於此，本研究為每一家汽車旅館提出SWOT分析表，以做為改善其入口網站服務品質之參考。整體而言，此七家汽車旅館入口網站服務品質的表現屬中上程度，而在個人化構面的表現存在顯著的落差，因之建議應針對各自之弱點進行改善，以提供更好的服務品質，滿足消費者的需求，創造企業得利、消費者滿意的雙贏局面。

關鍵字

汽車旅館；入口網站服務品質；主觀式評定； SWOT分析；無母數檢定

並列摘要

With the changes in social values and leisure travel spending habits, the demand for motel accommodation has been increased year by year. Due to the rapid growth of online population of Internet, many motels have used Internet marketing to look for new customers. Based on this situation, the portal site service quality becomes a key operation issue. The purpose of this study lied in exploring and analyzing the portal site service quality of seven Yunlin well-known motels and also proposing recommendations for improvement. In this study, the questionnaire with seven dimensions and 32 items was used as the research tool and the group consisting of 12 experts subjectively assessed the service quality of seven portal sites in three weeks. The findings obtained by the Friedman test and Nemenyi post-hoc test on data depicted that (1) the portal site service quality of these motels had significant differences, and could be divided into three grades; (2) the performance of seven service quality dimensions also achieved significant differences, and could be divided into three grades; (3) based on the above findings, it could be speculated that the development of motel portal site service quality was not yet reaching maturity and stability. Therefore, the SWOT analysis for each motel was conducted to propose the suggestions for improving portal site service quality. Overall, the performance of these seven motel portal site service quality was just acceptable and several weaknesses that existed respectively in individual motel portal sites should be improved in order to provide better service quality for matching consumer demand and create a win-win situation of corporate profit and consumer satisfaction.