飯店住房與餐飲品質之研究-以 K 飯店為例

近幾年，桃園地區推廣桃園捷運及舉辦相關觀光活動不遺餘力，吸引許多遊客到桃園境內觀光，增加旅客住宿桃園的意願，考驗飯店相關業者如何在接待大量遊客時，應更注重到顧客滿意度與感受才能讓旅客有機會再次消費。「以客為尊」是市場趨勢，消費者也由被動轉為充滿影響力，目前消費者願意花更高的代價購買和享受難忘的經驗，所以觀光旅館產業的品質應從消費者進入飯店後看得見的與體驗到的著手，必定讓消費者體驗到完善且美好的體驗。本研究主要探討桃園市中壢區K飯店的顧客滿意度是否受到住房及餐飲的各種服務項目所影響，所以飯店必需要有效且準確的了解顧客的需求是什麼，並且開發與提供符合消費者的需求。研究對象為與飯店簽約之合約廠商及潛在消費者。本研究藉由文獻探討得知消費者的需求品質，將住房和餐飲各項品質屬性分成Kano二維品質的魅力品質、線性品質、當然品質、反向品質、無差異品質特性，以了解不同消費者對於飯店住房及餐飲的品質屬性及再宿之意願。本研究使用以相關分析證驗假設，研究結果顯示：發現「性別」、「年齡」、「教育程度」「職業」、「婚姻狀況」、「有無子女」、「平均收入」、「使用飯店原因」、「使用飯店類別」、「再宿意願」的不同，消費者對飯店品質認定及再宿意願之差異性。最後由增加滿意度係數及消除不滿意度係數之數據畫出的四象限分析圖，可得知飯店住房及餐飲當中魅力品質對消費者有顯著的影響；各項服務品質要素，都可能影響合約商及消費者選擇再宿的意願，所以飯店業者必需要了解相關魅力品質及其他因素為何，再加以調整並增強及改進。

關鍵字

服務品質；飯店； Kano 模式分析；顧客滿意度

並列摘要

In recent years the Taoyan area has spared no effort to promote the Taoyan MRT and organize related sightseeing activities in order to attract many tourists to the area.Sightseeing increases the desire of tourists to stay in Taoyuan and tests how hotel related businesses should pay more attention to the customer’s satisfaction when receiving large numbers of tourists.It is only with good past experiences that passengers on the MRT will want to come again and again to spend their tourist dollars here. This research mainly discusses whether the customer satisfaction of K Hotel in Zhongli District,Taoyuan City is affected by various service items of housing and catering. Therefore,the hotel must effectively and accurately understand the needs of customers, and develop and provide in line with consumers. Demand. The research objects are contract manufacturers and potential consumers who have signed contracts with hotels. In this research, we learn about the quality of consumer demand through literature discussion, and divide the quality attributes of housing and catering into Kano two-dimensional quality of attractive quality, linear quality, natural quality, reverse quality, and indifference quality characteristics to understand different consumption The willingness of consumers and potential consumers for the quality attributes of hotel housing and catering and staying there again. This research uses relevant analysis to verify the hypothesis, and the results of the research show: "Gender", "Age","Education Level","Occupation", "Marital Status", "Have Children", "Average Income", and "Reasons for Hotel Use" ,"Using Hotel Type","Willing to stay again", and consumers' differences in hotel quality and willingness to stay again. Finally,I learned that hotel housing and catering satisfaction has a significant impact on the willingness to stay again.Various service quality factors can further increase the willingness of the contractor to stay again. Finally, the four-quadrant analysis chart drawn from the data of increasing the satisfaction coefficient and eliminating the dissatisfaction coefficient shows that the charming quality of hotel housing and catering has a significant impact on consumers; various service quality factors may affect contractors and the willingness of consumers to choose to stay again, so the hotel industry must understand the relevant charm quality and other factors, and then adjust, enhance and improve.