本研究以旅館業者-福中飯店(代名)建立之服務評價模式,並以其在台灣省境內的六間分公司為研究對象,進行探討,本研究首先透過文獻回顧,並針對旅館業之產業特性,發展出衡量服務品質之五大構面,分別是員工素質(Labor)、環境識覺(Perception)、環境設施(Environment)、客戶服務(Service)、資訊提供(Infonnation);之後以結構方程模式(SEM)檢驗模式之外在及內在品質;確認模式兼具內外品質後,再以多元尺度分析仰的(MDS)求解服務品質。本研究運用結構方程式模式的概念,將知覺定位分析的層次區分為「潛伏層」及「顯現層」,供策略層及管理層等兩種不同層級的管理當局參考。經實證分析後,得到以下的研究發現:依據實證分析之結果,產生出許多的策略涵意,包括提升員工素質、建立監督機制、增加更多的生態旅遊促銷活動、加強接待服務態度、顧客流失區之飯店因應對策等項目,可以做為該業者在推動服務品質及顧客忠誠度時的參考。
Basing on review the related literature and fitting the characteristics of the hotel industry(Howard Hotel), this research develops five dimensions to measure service Perception. The five dimensions are labor, environment, perception, services, and information. Afterwards, structural equation model is performed to examine the outside and inside Perception of model. Finally, multi-dimensional scaling is used for comparing the service Perception criterion among these hotel. In response to demonstration, the main suggestions as follows: to improve the Perception of ecotourist staff, to establish an inspect and audit system, increase promotion, to improve service attitude of reception personnel, the counter measures of factory in customer drains quadrant. These are reference for managers to impetus service Perception and the customer loyalty.