休閒農場服務競爭優勢與經營對策之探討

Study on Service Competitive Advantages and Management Strategies for Leisure Farm

鄭健雄(Jen-Son Cheng) ； 林士彥(Shih-Yen Lin)

《生物與休閒事業研究》 6卷1期 (2008/06) Pp. 18-32

https://doi.org/10.30133/BLIR.200806.0002

摘要

本研究依據資源基礎理論，以品質就是適合使用(fitness for use)之概念，尋找休閒農場服務的經營成功關鍵因素，作為企業建立競爭優勢來源。研究發現形成休閒農場服務品質的競爭優勢來源指向與「無形資源」有關，如悠閒的渡假氣氛、與農場主人接觸的感覺、服務人員的態度等，多數遊客對「無形資源」與跟「人」有關的軟體服務有較高的滿意度。研究亦指出構成服務品質的劣勢與休閒農場的「有形資源」有關，如道路指標、價格、遊憩設施、餐飲與住宿等方面無法滿足顧客需求。本研究建議休閒農場應從本身所具有的優勢資源出發，建立獨特競爭力與較佳服務品質，重視顧客滿意度的提昇，進而建立口碑，順勢引領顧客回流到訪。

關鍵字

休閒農場 ； 服務品質 ； 資源基礎理論

並列摘要

The research is based on resource-based theory and ”fitness for use” concept to realize the service competitive advantages and disadvantages of leisure farms. The results show that the competitive advantages in management of leisure farms are intangible resources. Mostly, tourists are more satisfied with intangible resources such as pleasurable ambiance, host interaction, and friendly attitude. On the other hand, the disadvantageous features in management of leisure farms are tangible resources. Specifically, road sign, price, recreation facilities, restaurant and accommodation are less satisfactory factors to leisure farms. Accordingly, the study has made suggestions for management of leisure farms to amplify competitive advantages in order to improve services quality. Furthermore, they should work on increasing customer satisfaction and developing word of mouth and customer loyalty.

並列關鍵字

Leisure Farm ； Service Quality ； Resource-Based Theory