以IPA模式探討民宿業之服務品質-以邑宿民宿為例

這幾年台南的觀光人數扶搖直上，進而帶起台南民宿業的發展，在面臨如此激烈的競爭環境下，民宿業者需要做出屬於自己的獨創性，掌握不同性質的客群及需求，讓旅客住得滿意，提高再顧率。因此如何提升服務品質，已經是台南民宿業者所面臨的重要課題。本研究探討邑宿民宿旅客入住前所期望的服務內容，以及入住後所感受到的服務品質是否有所差異。透過問卷調查方式進行資料收集，自2015年8月1日至2016年3月1日期間進行問卷施測，共回收264份有效的問卷，有效問卷回收率為百分之百。利用重要性－績效分析法(Importance-Performance Analysis, IPA)了解邑宿民宿在服務品質項目中的重視程度與滿意程度之差異情形，並提出服務品質改善的優先順序。研究發現優先改善的項目為「民宿逃生標誌與滅火器材完善」、「民宿主人要明確告知服務的時間」；除了服務品質項目加強改善外，未來的經營策略重點規劃如下包括：1.客製化的旅遊規劃、2.異業結盟、3.網路經營。

關鍵字

台南民宿；顧客服務品質；重要性－績效分析法（IPA）

並列摘要

Issues on effective management have become increasingly important and people nowadays are more concerned about the service quality. Quality outweighs quantity. Effective management depends on the ability to assess the quality of service provided. The focus of this study is to identify the major strengths and weaknesses of Yi-Su B&B from the perspectives and perceptions of its customers. Important-performance analysis (IPA) was conducted to fulfill this purpose. The author identified a list of 29 items from the SERVQUAL questionnaire proposed by Parasuraman, Zeithaml and Berry, and each item was rated using a 5-point Likert scale. Responses were obtained from 264 usable questionnaires. Research results show that there are 28 service items out of 29 satisfied by the consumers, and most of them are located in the first quadrant. The importance-performance grid shows that 11 items fall into the "Keep up the good work" quadrant; 1 item falls into the "Concentrate here" quadrant, 7 items fall into the "Low priority" quadrant, and 8 items fall into the "Possible overkill" quadrant. The findings suggest that only one item needs to be improved immediately to enhance service quality. The results are useful in identifying areas for strategic focus to help B&B managers develop internal-marketing strategies. Finally, implications and future research suggestions are discussed.