應用PEM探討民宿經營績效—以南投清城農莊民宿為例

隨著經濟的成長及週休二日的實施，進而改變國人假日活動的型態，追求娛樂休閒及高品質服務，已成為最重要的消費趨勢之一，而服務品質對於民宿業者的經營，更顯得重要；若業者對於服務之認知與遊客產生差異，將導致遊客對服務品質的不滿意，以致影響遊客的再顧意願。本研究採立意取樣方式以清城農莊民宿實際住宿之遊客為樣本來源，透過遊客需求及民宿經營要素設計問卷，並以Parasuraman, Zeithmal and Berry所提出之「服務品質模式」（PZB模式）與SERVQUAL量表作為衡量民宿服務品質的工具，透過敘述性統計、相關性檢定、信度分析與效度分析、邏輯斯迴歸分析、重要－表現程度分析法（PEM）等統計方法分析，期望藉由研究結果對業者在改善成效與提昇服務品質上有所助益。研究結果發現清城農莊民宿大部分題項均有達到顧客期望，但仍有資源過剩及不足之處，由PEM分析20個題項中有11個題項的服務品質應繼續保持，有1個題項需要立即改善，有8個題項則是資源過剩，本文針對這些需改善題項擬定改善策略，以提供民宿業者作為未來經營方向參考。

關鍵字

民宿；服務品質； SERVQUAL ；邏輯斯迴歸模式；績效評估矩陣（PEM）

並列摘要

In accordance with the growth of economy and the implementation of two days off a week, the activity pattern has been changed on the weekend. To pursue entertainments and high quality service that is one of the important things of consumption trends. The service quality is more important to operation of homestay dealer. Due to the fact that both the customers and the dealers are based on perceptions of situations, expectation gap is produced when the perceptions of the accommodation service diverge. According to the different perception, that will lead to tourists’s willingness to visit again if the tourists are unsatisfied. In this study, the sample sources are from the respond of tourists who really stay in Qingcheng Grage. The questionnaire survey was designed for tourists demanded and operation of homestay. The service quality of homestay was examined by Parasuraman, Zeithmal and Berry who proposed the “service quality model” (PZB model) and SERVQUAL. The research results that can be respected to improve the efficiency and enhanced the service quality through the descriptive statistics, Chi-square test, reliability and validity analysis, logistic regression analysis and performance evaluation matrix (PEM)…etc. In this research, Qingcheng Grage can meet customer expectation in the majority, but it still has the issue of excess resources and insufficient resources. 11 service quality items should be maintained, 1 item should be improved immediately, and 8 items are excess resource from PEM analysis. In this study, the policy is made to improve the service quality of homestay and the results as the reference of the homestay development can be supplied to homestay dealers in the future.