服務品質與消費者滿意度、忠誠度之探討──青年旅館為例

Discussion on Innovation and Service Quality of Smart Hotel

探討服務品質與滿意度關聯性，已成為21世紀服務產業趨勢。服務品質與滿意度在旅館產品與服務上扮演消費者重要的選擇依據，消費者對於服務品質有所期待，期待感受與實際感受間的差異則足以顯現消費者的滿意度。本研究以問卷調查方式做資料搜集，透過問卷發放回收，以網路消費者為研究範圍，透過問卷回收計129份有效問卷進行資料分析。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「服務品質」、「滿意度」、「忠誠度」並無明顯顯著性差異。運用單因子變異數分析結果顯示在服務品質構面項目中的「有形性」、「反應性」、「保證性」、「關懷性」、「可靠性」，在「教育程度」變項皆達到5%顯著性差異，研究假設部份成立；進一步經由Scheffe比較顯示教育程度國中與大專院校以上學歷受訪者之間在平均差異上達顯著水準5%之顯著性，且大專院校以上學歷受訪者受訪者較國中學歷受訪者重視「有形性」、「關懷性」、「可靠性」等項目。教育程度單因子變異數分析結果顯示在滿意度層面部分達到5%顯著性差異；進一步經由Scheffe比較發現教育程度國中與大專院校以上學歷受訪者之間在平均差異上達顯著水準5%之顯著性，且大專院校以上學歷受訪者受訪者較國中學歷受訪者重視「軟體滿意度」，在教育程度單因子變異數分析中研究假設部分成立。（一）服務品質進步空間大：除了SOP服務流程外，這時一個親切的問候，善意的微笑，會讓疲憊的旅人感覺像從地獄中走了出來，如果再能夠共情，瞬間會讓旅人如沐春風；（二）硬體環境設施改善：提升旅人駐留時間擁有更好的體驗，例如開放式的交誼廳、以及設備完善的小小廚房等，讓旅人彼此交流；（三）業者經營心態：要擁有一顆把旅人當家人的心在對待，當旅館不再只是借宿一晚的地方，而是賦予旅人更多放鬆以及旅行的意義，那麼不管天涯海角，這裡就是家；（四）經營者及未來研究方向：2020年初起受COVID-19影響，國際背包客大幅減少，後續研究者可以擬訂多語言版本問卷，吸納更多研究數據資料完善青年旅館的研究深度與廣度。

Exploring the correlation between service quality and satisfaction has become the trend of the service industry in the 21st century. Service quality and satisfaction play an important basis for consumers to choose hotel products and services. Consumers have expectations for service quality, and the difference between expected and actual feelings is enough to show consumer satisfaction. In this study, data was collected by means of a questionnaire survey, and the questionnaires were distributed and collected. Taking Internet consumers as the research scope, 129 valid questionnaires were collected for data analysis. Inferential statistics, this study uses independent sample t-test analysis to verify whether there is a significant difference between genders, and there is no significant difference between the respondents in terms of ＂service quality＂, ＂satisfaction＂ and ＂loyalty＂. The results of one-way analysis of variance show that the ＂tangibility＂, ＂responsiveness＂, ＂assurance＂, ＂carefulness＂ and ＂reliability＂ in the service quality dimension items all reach the level of the ＂educational level＂ variable. There is a significant difference of 5%, and the research hypothesis is partially established; further comparisons by Scheffe show that the average difference between the respondents with the education level of middle school and college education is a significant level of 5%, and the college education is more significant. Interviewees Respondents valued items such as ＂tangibility,＂ ＂caring,＂ and ＂reliability＂ more than junior high school-educated respondents. (1)There is a lot of room for improvement in service quality: in addition to the SOP service process, a cordial greeting and a kind smile at this time will make the tired traveler feel like he has come out of hell. If we can empathize again, it will instantly make the traveler feel like a spring breeze; (2)Improvement of the hardware environment and facilities: Improve the stay time of travelers and have a better experience, such as an open saloon, and a well-equipped kitchenette, etc., so that travelers can communicate with each other; (3)Business mentality: to have a Treat travelers as family members, when hotels are no longer just a place to stay overnight, but give travelers more relaxation and travel meaning, then no matter the ends of the earth, this is home; (4)Operators and future research directions : Since the beginning of 2020, due to the impact of COVID-19, the number of international backpackers has decreased significantly. Follow-up researchers can formulate multilingual questionnaires to absorb more research data to improve the depth and breadth of youth hostel research.