隨著經濟的成長與市場競爭環境的變化,而改變國人生活型態,追求高品質的服務,已是當前最重要的消費趨勢,服務品質績效對於民宿業者的經營,已是重要的課題;若在服務品質的重視方向與顧客的認知是不同的,或者是顧客期望與實際所得服務的認知上是不一致的,則會產生服務品質的差距,以致造成顧客對服務品質的不滿意而流失了顧客。 本研究以Parasuraman, Zeithmal and Berry三位學者所提出之「服務品質模式」(簡稱PZB模式)與SERVQUAL量表與民宿旅遊相關的特性及民宿消費者訪談的資料,作為衡量民宿服務品質的工具。針對苗栗福田瓦舍民宿所提供之服務品質的作一深入探討,期望研究結果對業者在改善及提昇服務品質上有所助益,並提供未來民宿業者欲進行服務品質分析時的參考依據。 本研究的資料處理以社會科學套裝統計軟體(SPSS/WINDOWS 12.0 版)為工具進行統計分析;所應用的統計方法包括:敘述性統計、推論性統計(信度分析與效度分析、邏輯斯迴歸分析、單因子變異數分析、因素分析)、重要-表現程度分析法(performance evaluation matrix;PEM)。結果發現苗栗福田瓦舍民宿雖認知到顧客對於服務品質水準的期待,但在服務品質的執行上及硬體設備上,尚有未達到顧客重視的服務品質水準;由PEM分析在25個問項中有18項服務品質應繼續保持並作為行銷重點,另外有4個問項是急需改善(資源不足),有3個問項是否改善視資源充分與否而定,若確認是需改善題項則應盡快找出癥結所在,並擬定策略加以改善消弭,將其危機化為轉機,轉化成為民宿具備的機會及優勢。
In Taiwan, lifestyle is gradually changing due to the development of economy and completive market. Pursuing a higher service quality is the major consumer trend for many Taiwanese people. Also, home stay owners pointed out that how to provide quality service has become an important issue in lodging business. The quality service provides by the home stay owners might not fulfill customers’ expectations and results the failure in keeping customers. This research is aimed to investigate home stay quality of Miaoli Futen House using “the mode of service quality” by Parasuraman, Zeithmal and Berry (PZB) and SEVQUAL questionnaire. Feature information regarding home stay was also collected followed by the interviews to random visitors. The results serve as a reference for the home stay owners to improve their service quality and for the potential investors of home stay to set up their business. Statistics analysis includes descriptive statistics, inferential statistics (Reliability, Validity, Logistic Regression, One Way ANOVA, Factor) and Importance-performance Degree analysis were performed using SPSS v12.0. The results indicated that the owner of Miaoli Futen House knew that consumers expect a higher service quality, but still fail to provide quality service in conducting quality control and providing quality facility. Eighteen service qualities out of 25 are satisfied by the consumers. Four service qualities regarding the insufficient resources need to be improved immediately. The other 3 qualities also need to be improved are pending on the budget and will be improved once the necessity is confirmed. In conclusion, it is important for Miaoli Futen House to find out the problems and apply immediate solution to keep the business running.