以KANO二維品質模式衡量民宿業服務品質

A study of KANO two-dimensional model on bed-and-breakfast industries' service quality

林佳寧(Chia-Ning Lin)

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/cycu201201021

摘要

隨著消費者對於服務品質的重視程度越來越高，業者提供的服務以及品質是否能滿足消費者的需求，已成為業者的一大課題。近年來政府大力推廣觀光活動，造就許多相關產業的蓬勃發展，民宿(Bed-and Breakfast)即是其中的一環。
台灣的民宿不僅僅是提供遊客一個住宿過夜的地方，更結合了當地豐富的生態文化，進而形成休閒景點。由於民宿注重的是人與人之間的互動關係，因此民宿業者必須瞭解並改善消費者對民宿服務品質的觀點及感受，才能夠獲得消費者的滿意及獲益。本研究之目的是希望透過實證研究及分析瞭解消費者對目前台灣民宿普遍的感受為何，經由問卷發放的方式，針對民宿之整體服務品質及可靠性、回應性、保證性、關懷性、有形性五大構面與顧客滿意度之間的關係及影響進行分
析討論，並藉由二維模式將服務品質項目歸類為魅力品質、當然品質、一維品質、無差異品質及反轉品質五大品質要素，更加確定各項服務品質要素對消費者所代表的意義為何，並提供給民宿業者作為往後經營管理及行銷之用途。
本研究主要研究對象為近兩年內住過台灣民宿的消費者，採取紙本及網路問卷的方式發放請民眾填答，共取得有效問卷300 份。並由結構方程模型(Structural Equation Model; SEM)驗證各變數之間的關連性，以及Kano 二維模式對各品質項目加以分類。從研究結果發現民宿服務品質中的回應性及保證性對顧客滿意度並無正向影響關係，但民宿整體的服務品質與顧客滿意度是有正向影響關係。而在二維品質要素歸類中22 項服務品質項目有8 項「魅力品質要素」、10 項「一維品質要素」、3 項「當然品質要素」與1 項「無差異品質要素」。由於以往鮮少有對民宿的服務品質做二維特性分析，因此經由本研究的結果希望能提供給業者作為經營管理及行銷策略的建議及參考。

關鍵字

民宿 ； 服務品質 ； 二維品質模式 ； 顧客滿意度

並列摘要

With customers’ increasing high degree of attention for service quality, whether industry service and quality can satisfy customer’s demand, has become a major issue in the industry. In recent years, the government has been promoting tourism activities, this creates a number of related industries to flourish, B&B (Bed-and-Breakfast) is one of the links. B&B in Taiwan not only provides visitors a place to stay overnight,
but also combines a wealth of local ecological culture, and thus forms the leisure attractions. Due to B&B focuses on the interaction between people, so the B&B owners must understand and improve the views and feelings of the customers on the quality of B&B service, therefore get access to customers satisfaction and profit. The purpose of this study is through empirical research and analysis to understand what customers’ general feeling toward the current Taiwan B&B is. By distributing the questionnaires, and aiming on the relationship and effect between B&B’s overall
service quality and five dimensions (reliability, responsiveness, assurance, empathy, and tangibles) with customer satisfaction, the analysis and the discussion were implemented; further, by two-dimensional model, the service quality items are
classified as attractive quality, must-be quality, one-dimensional quality, indifferential quality and reverse quality, namely the five quality elements, thus the meaning of the various service quality elements for customers can be more confirmed, and the results can be provided to the B&B industry as the future management and marketing purposes.The main object of this study is the customers who stayed in Taiwan’s B&B for the recent two years, and utilize both paper and online questionnaire survey to collect 300 samples. The study adopted Structual Equation Model (SEM) to understand the relationship between all variables, and also applied Kano’s two-dimensional model to classify each quality item.
The finding of this study is: there is positive relationship among B&B service quality and customer satisfaction; there is positive relationship among five dimensions (reliability, responsiveness, assurance, empathy, intangible) of service quality and customer satisfaction, except responsiveness and assurance. And the attributes of two-dimensional, including 8 items in attractive quality element, 10 items in one-dimensional quality element, 3 items in must-be quality element, 1 item in indifferential quality element. Because of it was seldom to research B&B service quality by two-dimensional model, so the results in this research are really hope to give manager to use in management and marketing strategy.

並列關鍵字

Two-dimensional model ； Customer satisfaction ； Bed-and-Breakfast(B&B) ； Service quality

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