ㄧ般旅館顧客價值之藍海策略研究

A Study on the Customer Value of Budget Hotels with Blue Ocean Strategies

賴宥汝(lai you ru)

指導教授 ： 彭作奎

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

觀光休閒產業為二十一世紀最重要產業之ㄧ，旅館業因此隨之蓬勃發展。在競爭環境下，旅館業如何擺脫價格競爭，則必須探究旅館業者與顧客間對服務品質之差異，進而創新旅館業價值。本研究以顧客價值等理論基礎將評估服務品質分為設備與人員品質的提升、硬體設備特性、軟體設備特性、服務時效性與服務人員態度及行為五個因素，採用分析方法AHP加以分析，以台中市一般旅館為例，分別為：昭盛52行館、永豐棧麗緻以及台中中信飯店。發放旅館業及住客，發放共120份問卷，回收問卷88份，有效問卷55份。研究結果，旅館業服務品質需求因素中：排隊等待時間及回應需求時間有創造之價值，因此研擬旅館業價值創新策略為：創造時間價值。分為三項策略：改造櫃台設備、e化策略、依照顧客需求的市場區隔。依此建議旅館業者妥善分配資源，突破資源限制並在競爭者與變遷的環境中不斷創新旅館價值。

關鍵字

旅館業品質、AHP ； 顧客價值 ； 服務

並列摘要

Tourism is one of the most important industries in 21st century, consequently hotel industry develops prosperously along with it. How does the hotel industry get rid of the price competition under the competitive environment. It is necessary to realize the difference of service quality cognition between the hotel industry and the customer, and further, innovating the value of the hotel industry. This research divided the service quality appraising into five factors including equipment and personnel quality promoting, characteristics of hardware equipment, characteristics of software equipment, the service effectiveness for a period of time and severs’ manner and the behavior on the theoretical basis of customer value and others. This research went by the analytical methods of AHP to analyzed the budget hotels in Taichung including Smartcue 52 hotel, The Landis Taichung hotel and Chinatrust hotel. This research provided the hotel industry and the tenants 120 questionnaires in all including 88 recycling questionnaires and 55 valid questionnaires. In summary, for the reason that the time to line up and the time to response demand are valuable for creating in the demand factor of service quality of hotel industry, this research drew up the value innovation strategy of the hotel industry was creating time value. Divides into three strategies: The transformation counter equipment, the e strategy, separates according to market segment of the customer demand. According to this suggested the hotel industry properly assigns the resources, the breakthrough resources limit and unceasingly innovates the hotel value in the competitor and in the vicissitude environment.

並列關鍵字

hotel industry ； customer value ； service quality, AHP

參考文獻

葉智嘉(2006)。「時鐘產業顧客價值創新策略之研究」。亞洲大學經營管理所碩士論文。

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