臺灣具有豐富的溫泉資源,近年來溫泉旅遊成為國、內外遊客的重要遊憩活動,因此溫泉旅館如雨後春筍相繼成立。然而,在競爭激烈且資源有限的情況下,溫泉旅館業者如何有效檢視與確認其服務品質屬性之優先改善順序顯得相當重要。傳統的重要度-績效分析法(Importance- Performance Analysis, IPA)雖然簡單易用,但在實務運用上,仍存在一些爭議。例如:(一)IPA圖中,縱、橫軸座標範圍、測量尺度或十字線定位均無明確標準。(二)未考慮各服務品質屬性於本質上的差異性。(三)僅考慮本身績效,忽略了競爭者的績效水準。因此,本研究擬以容忍區間與重要度理論為基礎,再融入競爭者相對服務績效的概念,提出一套新的服務品質屬性評估與排序模式。利用競爭容忍區間的概念,不但可以解決評估尺度失真的問題,亦可提供改善排序策略的架構。本研究以北投溫泉旅館的服務屬性來檢證新方法,研究結果顯示,運用新方法所獲致的分析結果與管理決策較合理,且較能幫助管理者徹底了解本身的服務績效與其在競爭市場中的定位。
Taiwan has rich hot springs island-wide, and hot spring tourism may become an important recreational activity for both local residents and overseas visitors. A lot of hot spring hotels have been built in recent years. Due to the competition and the limited resources, it is very important for managers to evaluate and prioritize the improvements for the attributes of service quality. The traditional Importance - Performance Analysis (IPA) is a valuable and popular approach on such issues. Despite its simplicity, shortcomings in the analytical framework remain: (a) There is no clear criteria on the range for the vertical axis and horizontal axis, even for the placement of the crosshairs. (b) It does not account for differences between the characteristics of quality attributes. (c) It ignores the relative performance of competitors in the competitive marketplace. This study proposes a model for evaluating service quality based on the competitive zone of tolerance by benchmarking against competitors, and then constructs an analytical framework for prioritizing quality improvements of quality attributes to resolve these above issues. The case of Beitou hot springs hotels are presented to demonstrate the implementation. The results of this case study demonstrate the feasibility and effectiveness of the determination of priorities of attributes for improvement enabling hotel managers to achieve a competitive advantage.
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