孰輕孰重？兩岸旅館溫度與智慧化服務研究

Priority? The Combination of Intelligent Services and Warm Services in Cross-strait Hotel Service Delivery Processes

研究目的：「智慧化」與「有溫度服務」的結合已成為旅館改善服務接觸點與顧客體驗的新策略。本研究探討兩岸旅館如何將智慧化與有溫度的服務適時融入服務傳遞過程，優化顧客旅程中服務接觸點，提升服務價值。研究方法／方法：訪談兩岸13家智慧化旅館高階經理人及蒐集18,879則顧客線上評論貼文，並實際入住觀察與紀錄。研究結果：智慧化無法完全解決顧客痛點，應在主要的服務接觸點將有溫度服務與智慧化相結合，以提升服務價值。

Purpose–Combining“intelligent”and“warm”services has become anew strategy for improving service touch-points and customer experiences. This research discusses how to appropriately integrate intelligent and warm services into service delivery processes to optimize the service touch-points within customer journeys and increase service values. Design/methodology/approach–Top managers of 13 intelligent hotels were interviewed, 18,879 online customer reviews were compiled, and on-site observation and recordation was conducted. Findings–Intelligent services cannot wholly resolve customer pain points, as key service touch-points require combining warm and intelligent services to increase service value.