本研究欲探討臺中市和平區某溫泉旅館消費者,對於旅館服務品質的重要程度與滿意度之關係。以偏最小平方法之重要性表現圖分析法進行探討,並據以提供後續經營策略。問卷施測以非機率抽樣,發放問卷為350份,有效問卷為292份。根據偏最小平方法分析結果建立重要性值和表現性值,並分為四個象限,其中「繼續維持」 的象限包含:「住宿基礎設施」、「員工專業知識」、「等待時間」;屬於「優先改善」象限的則是 「餐飲服務」;屬於「過度供給」象限的則是「員工的態度和行為」、「安全設施」、「客房品質」、「櫃檯服務」;屬於「低順位」的則是「社交」。並根據研究結果,提供具體建議供後續參考。
The purpose of this study is to explore the relationship between the importance of hotel service quality and satisfaction of consumers of a hot spring hotel in Heping District, Taichung city. This paper discusses the importance representation diagram analysis method of partial least square method, and provides follow-up business strategies. The questionnaire was tested by non probability convenience sampling, and 292 valid questionnaires were obtained. According to the analysis results of partial least square method, the importance value and performance value are established and divided into four quadrants. The quadrant of "continued maintenance" includes "accommodation infrastructure", "employee expertise" and "waiting time"; The quadrant of "priority improvement" is "catering service"; Those in the "oversupply" quadrant are "employee attitude and behavior", "safety facilities", "room quality" and "counter service"; The "low ranking" is "social". According to the research results, specific suggestions are provided for follow-up reference.