應用層級分析法與灰關聯分析法探討服務品質關鍵因素－以花蓮縣東豐拾穗農場為例

本研究欲以花蓮縣東豐拾穗農場經營為例，運用層級分析法(AHP)整合國內專家學者對於農場經營服務品質之關鍵因素的方向及意見，並從中萃取出相關的關鍵要素，再採用灰關聯分析排序，最後提出相關建議，以供國內政府及業者之決策經營參考，並對後續研究者提供未來的研究方向。透過綜合AHP排序和多屬性灰關聯分析排序評估結果，也提醒了花蓮地區休閒農場未來營運強化之面向為「服務提供者提供的服務時間便利於顧客的需求」、「服務提供者會將顧客的利益列為優先考量」、「服務人員不會因為忙碌而忽略顧客的需求」、「服務的設施與所提供的服務相配合」和「服務人員有整潔的服裝和標準的儀態」，使得決策者與所屬相關業務同仁夥伴皆能夠更快速的投入營運並且在不久的將來會有更好的結果，是為本研究內容之實質效益。使得決策者與所屬相關業務同仁夥伴皆能夠更快速的投入營運並且在不久的將來會有更好的結果，是為本研究內容之實質效益。提供國內相關業者或政府經營決策之參考，藉以提升農場經營之競爭優勢。

關鍵字

農場經營；休閒農場；服務品質；層級分析法(AHP) ；灰關聯

並列摘要

This study intends to take the leisure farm management in Hualien area as an example, and use the hierarchical analysis method (AHP) to integrate the direction and opinions of domestic experts and scholars on the key success factors of farm management service quality, and extract the relevant key elements from it, and then adopt grey correlation Analyze the ranking, and finally put forward relevant suggestions for reference for the decision-making and operation of the domestic government and industry, and provide future research directions for subsequent researchers. Through the comprehensive AHP ranking and multi-attribute grey relational analysis ranking evaluation results, it also reminds the future operational enhancement of leisure parks in the Hualien area for the "service time provided by service providers to facilitate the needs of customers" and "service providers will consider customers' needs. Benefits are prioritized", "service personnel will not ignore customer needs because of their busyness", "service facilities are in line with the services provided" and "service personnel have neat clothes and standard manners", making decision makers It is the substantial benefit of this research that all the business partners and their related business partners can put into operation more quickly and will have better results in the near future. It is the substantial benefit of this research to enable decision makers and their related business colleagues to put into operation more quickly and have better results in the near future. Provide reference for domestic related industry or government management decision, so as to enhance the competitive advantage of farm management.