被埋沒的顧客聲音：業者與顧客觀點之星級飯店裝修模式建立

Buried Treasure: The Owner's and Customer's Perspective on Hotel Renovations

任何一家飯店經過多年經營後，都會面臨飯店裝修的議題，來提升飯店的競爭力或重新定位。然關於「將有限的經費投注在哪些項目上才是有效、明智的決策」，目前尚未有一套具體、適合飯店經理人參照的理論基礎。因此，作者首先以質性訪談法發展一套具體且適用於飯店的裝修量表，並進一步以此量表就顧客對飯店裝修成效觀點進行問卷調查。以描述性統計、重要－表現程度分析法、t檢定分析問卷資料。研究結果列出了顧客對裝修項目及各構面的重視程度，並且得到裝修前顧客普遍對各項目的重視程度較高且滿意度較低，而在裝修後的重視程度多顯著較低並且滿意度顯著提高的結果。另外，本研究發現企業社會責任在飯店裝修占有一席之地的有趣現象。 Renovating is an everlasting issue for every hotel. Furthermore, the challenge of rejuvenating and improving competitiveness for established hotels could be even tougher. However, the hotel managers and stakeholders do not have criteria for how to renovate with a limited budget. In respond to this issue, this study developed a renovation scale for hotels through a qualitative study. Furthermore, we conducted a survey with hotel guests because customers' attitude is paramount. Descriptive analysis, importance performance analysis, and t-test analysis were conducted to have a further understanding about, the priority of renovation items from customers' viewpoint; and how these perceptions changed after the renovation; and whether the customers' satisfaction was enhanced. This research found the customers' priority for renovation. The items with high importance had poor performance; the items with low importance had good performance. This research discovered that corporate social responsibility is a critical issue in hotel renovation.