在繁忙的社會中,政府實施連假策略,激起一波休閒風潮,民眾對於休閒規劃變得十分講究,使得休閒產業競爭激烈,故服務品質的優劣是產業競爭力的因素之一,本研究以薰衣草森林休閒產業之明德店做為取樣例子。 本文利用休閒相關文獻及實地訪談設計問卷,並以台灣薰衣草森林明德店之消費者作為調查對象。其研究方法包含績效評估矩陣(含管制界限)、Kano二維品質及結構方程模式。從績效評估矩陣含管制界限方法結果得知明德店共有7個題項需要改善;SEM分析結果發現服務人員態度、環境營造與用餐感受三構面,會直接影響消費者再顧意願為服務人員態度及用餐感受兩構面;Kano 二維品質分析結果發現,有18項皆為績效因子(即一維品質),所以應針對這18項加以改善。 綜合績效評估矩陣(含管制界限)、Kano二維品質及結構方程模式三種分析,本研究將結果彙整且歸納出4個題項列為首要改善,並針對這4個題項分別提出改善策略給企業經營者參考,藉以提升薰衣草森林明德店在改善後能提高顧客再顧率及經營競爭力。
In busy society, government connected vacations strategy implementation, sparked a fight of leisure, people for leisure planning become very exquisite, make leisure industry competition is intense, so the quality of service quality is one of the factors of industrial competitiveness, pling of Lavendercottage Matilda Store leisure industry example. Based on leisure related literature and field interviews, design the questionnaire, from lavender forest mingde stores consumers as investigation object. The research methods include performance evaluation matrix control limits, Kano, structural equation modeling. from performance evaluation matrix control limit meth result of mingde store a total of seven item needs to be improved, SEM analysis found that staff attitudes, dining experience and environment set three, will directly affect staff attitudes and dining experience two dimensions, Kano analysis results show that, there are 18 items of one-dimension quality element, should be aimed at the 18 to improve them. Comprehensive the above analysis results, this study summarized four item listed as the primary improvement, and aims at these four item respectively puts forward improvement strategy for enterprise operator reference, in order to promote the Lavendercottage Matilda Store after improvement can improve customer and business competitiveness.