服務品質與顧客滿意度:台灣五星級飯店之質化研究

Service quality and customer satisfaction: Qualitative research implications for luxury hotels in Taiwan

白西琳(BERCHOUX Celine)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200584

摘要

有鑑於兩年前台灣重回國際飯店評鑑標準的體制內，並配合國際飯店評鑑標準將國內飯店依照一至五星級做評鑑劃分，故本研究欲探討台灣五星級飯店之服務品質，及影響顧客滿意度之對「奢華」的心理因素於不同社經地位人士心目中之定位。本研究經由與台灣五星級飯店的總經理以及顧客的深度訪談，以開放式問題的質化研究方法來收集資料。據本研究結果顯示總經理和顧客對於「奢華」的定義不同，但他們對高品質的服務有所共識，此外，相較於過去，現今的飯店總經理更懂得如何滿足顧客需求。本研究貢獻在於透過五星級飯店顧客的經驗分享進行分析，所得之結論有助於瞭解消費者需求。

關鍵字

質化研究 ； 顧客滿意度 ； 五星級飯店 ； 服務品質 ； 顧客需求

並列摘要

Two years ago, Taiwan re-adopted the international standard to classify hotels starting with ‘1 star’ ending with the most luxurious at ‘5 stars’. Since luxury has a different meaning from person to person, the purpose of this study is to understand the position that luxury holds in different socio-economic status. Also, this investigation explores the service quality requirement and the factors of satisfaction in Taiwan 5-stars hotels. Data were collected via a series of in-depth open-ended interviews with both managers and customers. The research findings suggest that managers and customers do not have the same definition toward luxury, show they have a close understanding on high-quality service and highlight that hotel operators improved their acquaintance of customers’ satisfaction. This study contributes to the overall understanding of consumers’ need by illuminating the experience perceptions of consumers within the luxury hotel segment.

並列關鍵字

Luxury Hotel ； Qualitative Research ； Customer Needs ； Customer satisfaction ； Service quality

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