旅館顧客滿意屬性矩陣之研究－比較日、美、中國大陸旅客之認知

A Study of Customer-Satisfaction Attribute Matrix in the Hotel Industry-A Comparison of Japanese, American, and Mainland Chinese Travelers

黃純德(Chun-Te Huang) ； 陳芳儀(Fang-Yi Chen)

《觀光研究學報》 10卷2期 (2004/05) Pp. 1-19

https://doi.org/10.6267/JTLS.2004.10(2)1

摘要

本研究旨在探討旅館顧客滿意屬性矩陣概念，透過來台旅客問卷調查，獲取旅客選擇旅館時所重視之屬性及其滿意程度，引進顧客滿意屬性矩陣概念，衡量顧客滿意程度。進一步，比較各國重要性與滿意程度的認知差異與旅館顧客滿意屬性矩陣。本研究發現：在乾淨的房間、房內的舒適感、安全的房間、安靜的房間及整體的安全，是全體來台旅客認為最重要的旅館滿意屬性；在重要性程度的認知，共萃取六個因素構面為「客房品質」、「公共設施」、「服務品質」、「名聲商譽」、「接待服務」與「整體效率」等；對台灣地區觀光旅館而言，在顧客滿意屬性矩陣，其競爭優勢為客房品質、服務品質及整體效率等因素，並無明顯的競爭弱勢；在某些因素構面，日、美，日、中，美、中旅客之間，仍有顯著差異。可提供旅館業界、政府觀光行政單位在國際行銷上的決策參考。

關鍵字

顧客滿意矩陣 ； 旅館屬性 ； 重要性／績效分析 ； 服務屬性矩陣

並列摘要

The purpose of this research is to explore the concept of customer-satisfaction attribute matrix in the hotel industry. The six hotel attributes factors identified were: room quality, public facilities, service quality, name/reputation, reception service and overall efficiency. The customer-satisfaction matrix grids illustrated that the room quality, service quality, and overall efficiency factors fell into the competitive strength quadrant; public facilities, name/reputation, and reception service in the relative indifference quadrant. Room quality and service quality were found to be the determining factors for Japanese, American and Mainland Chinese travelers in their hotel customer satisfaction. By identifying the needs, desires, and expectations of different segments, Taiwan's international tourist hoteliers will be in a better position to develop tailor-made marketing strategies to cater for their target customers and to achieve competitive advantages. The results will benefit both industry practitioners and governmental tourism authorities in decision making on international marketing and management.

並列關鍵字

Customer-Satisfaction Matrix ； Hotel Attributes ； Service Attribute Matrix ； Importance-Performance Analysis

參考文獻

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