民宿業服務品質績效之研究－以L民宿為例

A Study on the Service Quality Performance Evaluation of Homestay Industry — An Example for Homestay L

張耀升(Yao-Sheng Chang)

指導教授 ： 邱國欽 ； 陳弘吉

朝陽科技大學/管理學院/財務金融系/碩士(2012年)

摘要

近年來隨著經濟不景氣的因素之下，國人在所得收入方面相對減少，對於以往旅遊休閒開銷也相對縮水，因此在支出方面就會比較斤斤計較；面對激烈的市場競爭環境下，民宿業者需要去思考如何滿足客戶多樣化的需求，掌握不同屬性的客戶群及需求，避免客戶群的流失，提高整體服務品質滿意度。服務品質績效對於民宿業者在經營管理上，是一個很重要的評估項目，客戶若在服務品質的期望度與實際感受度不一致的話，就會產生服務品質的差距，將導致客戶對服務品質的不滿意，進而會影響客戶的忠誠度與再次消費的意願。
本研究以L民宿實際住宿之旅客為樣本來源，透過旅客的服務需求與民宿經營要素來設計問卷，問卷收集時間自2012年3月24日至5月18日，問卷共發放225份，有效問卷為205份，有效問卷回收率為91.11%。本文以邏輯斯迴歸模式判別旅客的再次消費意願，結果模式判別正確率為96.1%。此外，本文利用簡單易懂的績效評估矩陣模式與績效管制界限之方法，從問卷20個題項中找出8個題項需要進行改善(資源不足)。本文針對需要改善的8個題項與模式錯誤判斷率來提供給民宿業者做為未來改善與注意之參考依據，藉此提升民宿整體服務品質，也符合DMAIC的改善流程。
關鍵字：民宿、服務品質、邏輯斯迴歸模式、績效評估矩陣、管制界限

關鍵字

民宿 ； 服務品質績效 ； 管制界限 ； 績效評估矩陣 ； 邏輯斯迴歸模式

並列摘要

With the economic downturn in recent years, people get relatively lower incomes in Taiwan. Compared to past years, the expenditures for tourism and leisure are diminished accordingly. The spending will be arranged more conservatively. Facing the fierce competitions, homestay owners have to consider about how to meet the diverse demands of the customers, to master the various customers and their requirements, avoid losing these customers, as well as to improve the satisfaction of overall service quality. Service quality performance is an important assessment of operation and management for homestay owners. If the expectations in service quality were inconsistent with the actual perceptions, service quality gaps then were generated. It would lead to customer’s dissatisfaction of service quality, and affect the customer loyalty as well as the willingness to visit again.
In this study, the actual accommodated travelers of Homestay L were recruited as the sample source. A questionnaire was designed according to the service requirements of the visitors and the elements of homestay managements. Questionnaire collection period started from March 24 to May 18, 2012. There were 225 questionnaires distributed and 205 of them were valid. The valid response rate was 91.11%. In this paper, the logistic regression model was applied to distinguish the willingness for customers to visit again. The result of mode discrimination accuracy rate was 96.1%. In addition, we applied a simple performance assessment matrix model and performance control limits to find out 8 items needed improvement out of 20 from the questionnaire (insufficient resources). In this paper, these 8 items needed to be improved and mode error judgment rate were proposed to the homestay owners as the references of improvements and concerns in the future. It is hopefully to enhance the overall service quality and to fit the DMAIC improvement process.
Keywords: homestay, service quality, logistic regression model, performance evaluation matrix, control limits

並列關鍵字

performance evaluation matrix ； Service Quality Performance Evaluation ； Homestay ； logistic regression model ； control limits

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