衡量休閒渡假中心的服務品質－以墾丁統一休閒渡假中心為例

The Measurement Service Quality for Resort Center-An Example of President Health World Country Club

李孟璁(Meng-Tsung Lee) ； 潘巧瑜(Ciao-Yu Pan) ； 陳亞孜(Ya-Zih Chen) ； 張哲嘉(Jhe-Jia Cheng)

《海洋休閒管理學刊》 2期 (2009/12) Pp. 43-57

https://doi.org/10.29852/JMLM.200912.0004

摘要

本研究以PZB服務品質衡量模式評估墾丁統一休閒渡假中心的服務品質滿意程度，問卷分為有形性、可靠性、反應性、保證性、關懷性等五個構面共20題，以便利採樣法發出320份問卷，共回收293份。根據研究結果得知墾丁統一休閒渡假中心的整體服務品質及各項構面滿意程度介於尚可至滿意之間，其中滿意程度最低的服務品質構面為「有形性」、「關懷性」，在這兩項構面中，又以「餐廳上菜速度」、「休間渡假中心對顧客關心程度」等題項使顧客不太滿意。而讓顧客感覺較滿意的構面為「保證性」，此構面中「服務人員服務態度」的題項使顧客感到非常滿意。此外，針對滿意度、重遊意願與忠誠度之間均有顯著正相關的結果。上述結果均顯示提高服務品質的滿意程度，使遊客的重遊意願與忠誠度明顯地上升。因此，建議業者可朝向服務流程的改善、加強服務人員訓練、要主動關懷顧客，並改進景觀與空間的規劃，建構顧客至上的服務概念。

關鍵字

服務品質 ； 休閒渡假中心 ； PZB服務品質衡量模式

並列摘要

An PZB model is applied in this study for the measurement of service quality for President Health World Country Club in Kenting, which contains five measure aspects such as tangibility, reliability, responsiveness, assurance and empathy. The result of PZB model represents that total service quality and satisfaction are at the range of acceptable and satisfied. The most unsatisfied aspects are tangibility and empathy, and the most unsatisfied items are ”speed of dishes” and ”concern for customers in resort center”. The most satisfied aspect is assurance, and the most satisfied item is ”service attitude”. Besides, positive correlation also appears between items of satisfaction, revisiting willingness and loyalty, which indicates that revisiting willingness and loyalty apparently rise with satisfaction. Therefore, some suggestions are provided such as improvement of service sequence, re-training of service people and active empathy toward customer, to construct a better environment for customers.

並列關鍵字

service quality ； resort center ； PZB model