無人旅館創新與服務品質之探討

Discussion on Innovation and Service Quality of Smar

旅館業歷經陸客來臺管制、經濟衰退等大環境的衝擊下經營已不易，2020年初各旅館業飽受COVID-19疫情影響下更雪上加霜，現今科技發展的日新月異及AI人工智慧應用日趨普遍化，眾多產業為了跟上科技應用化的潮流，也逐漸發展出更多的產品及服務創新；旅館業自然也無法特立獨行必須跟上這波趨勢。本研究以問卷調查方式做資料搜集，透過問卷發放以臺北市地區消費者當為研究範圍，透過問卷回收335份有效問卷進行分析。本研究之受訪者以女性受訪者居多（52.8％），顯示女性受訪者較易接受訪員問卷調查；年齡填答問項以21～30歲受訪族群為多數（43.3％）；學歷以回答大專院校的受訪者為最多（64.8％），亦符合目前台灣高等教育的普及性；訊息來源以網路媒體居多（46.3％），YOUTOBE頻道受訪者為次之，顯示行銷受眾轉向科技新媒體。推論性統計，本研究運用獨立樣本t檢定分析驗證性別是否有顯著性差異，受訪者對創新問項中「科技創新」有達到顯著差異水準；另一方面受訪者對服務品質中的「反應性」是有明顯的感受度，對於「有形性」、「可靠性」、「關懷性」、「保證性」反倒就沒有那麼在意。（一）服務品質改善空間大；（二）硬體環境設施改善；（三）價格優惠與回饋；（四）智慧AI機器人多國語言；（五）經營者及未來研究方向。

The hotel industry is not easy to operate under the impact of the general environment such as land visits to Taiwan and economic recession. The hotel industry in early 2020 will be affected by the COVID-19 epidemic, and the current technology development is changing rapidly and the application of AI artificial intelligence is becoming more common. In order to keep up with the trend of technology application, many industries have gradually developed more product and service innovations; the hotel industry naturally cannot stand alone and must keep up with this trend. The majority of the respondents in this study are female (52.8%), which shows that female respondents are more likely to accept interviewer questionnaires; the majority of the questionnaires are 21-30 years old (43.3%); educational background The highest number of respondents from colleges and universities is (64.8%), which is also in line with the current popularity of higher education in Taiwan; the majority of information sources are online media (46.3%), followed by the YouTube channel respondents, showing the marketing audience Turn to new technology media. Inferential statistics, this study uses independent sample t-test analysis to verify whether there is a significant difference between genders. Respondents have reached a significant level of difference in the ''technological innovation'' in the innovation question; on the other hand, the interviewees have a significant difference in the quality of service. ''Responsiveness'' is an obvious degree of perception. On the contrary, I don't care so much about ''tangibility'', ''reliability'', ''caring'' and ''guarantee.'' (1) Great room for improvement of service quality; (2) Improvement of hardware environment and facilities; (3) Price concessions and feedback; (4) Smart AI robot in multiple languages; (5) Operators and future research directions.