臺灣博碩士論文加值系統

根據交通部觀光局近十年的來台旅客人次變化顯示，來台旅客的人數逐年成長，且根據觀光局的另一份數據顯示，旅客在臺主要住宿於旅館(每百人次有89人次)，其中住宿旅館類型依序為一般旅館(占61.82%)、國際觀光旅館(占29.90%)、觀光旅館(占8.28%)；旅客對旅館的整體滿意度為84%，對民宿的整體滿意度為81%，對青年旅館.活動中心的整體滿意度為82%。(交通部觀光局，2013)，可見一般旅館在台灣住宿服務業中佔有重要之地位。
本研究目的建立整合Kano’s Model、田口訊號雜音比與IPA的決策分析方法論，分析台灣一般旅館服務品質的重要度、表現度與屬性，找出一般旅館服務品質持續改善與創新的項目。
本研究發現，一般旅館服務品質應立即改善的項目，依序為公司能以顧客權益為優先考量(E9)、瞭解顧客特殊需求(E11)與服務人員即時解決消費者問題的能力(RES3)。而一般旅館服務品質的魅力項目，分別為裝潢的獨特性(T2)、良好的視野景觀(T3)、消費金額低(T7)、有現代化設備(卡拉ok、TV、報章雜誌…等，T9)、設施的多樣性(游泳池、空調、會議室、三溫暖、網路…等，T10)、旅館的行銷(廣告、網路…等，T11)與商品販賣(紀念品，T12)。

According to Tourism Bureau, nearly a decade of change in visitor arrivals to Taiwan shows that the number of inbound visitors yearly growth, and according to the Tourism Bureau data show that another passenger in the main accommodation units at the hotel (89 times per hundred people), where the order of the general type of accommodation Hotels hostels (accounting for 61.82%), international tourist hotels (accounting for 29.90%), tourist hotels (representing 8.28%); visitors to the hotel's overall satisfaction was 84% overall satisfaction for Breakfast 81% of the youth hostel. activity centers overall satisfaction was 82%. (Tourism Bureau, 2013), showing average hotel stay in Taiwan's service industry occupies an important position.
This study aims to create an integrated Kano's Model, Taguchi signal to noise ratio and IPA decision analysis methodology to analyze the quality of standard hotel services in Taiwan importance, expressivity and attributes to identify standard hotel service quality continued to improve with innovative projects.
The study found that standard hotel service quality should be an immediate improvement projects, order for the company to be able to customer equity as a priority consideration (E9), understand customers special needs (E11) and service personnel immediately resolve consumer issues abilities (RES3). The average hotel service quality charm projects, namely decorating uniqueness (T2), good vision landscape (T3), consumer Amount low (T7), with modern equipment (karaoke ok, TV, newspapers and magazines ... etc., T9) , the diversity of facilities (swimming pool, air conditioning, conference room, sauna, internet ... etc., T10), hotel marketing (advertising, internet ... etc., T11) and commodity trafficking (souvenirs, T12).

摘要 i
ABSTRACT ii
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 旅館業 5
第二節 旅館業相關研究 13
第三節 重要度與表現度分析法 18
第四節 田口方法 20
第五節 二維品質模式 24
第三章 研究方法 29
第一節 研究架構與步驟 29
第二節 問卷設計 30
第三節 資料分析方法 33
第四章 結果與分析 37
第一節 問卷回收與樣本結構 37
第二節 背景資料變項對服務品質的影響 39
第三節 信效度分析 41
第四節 SN-IPA分析 42
第五節 Kano’s Model 46
第六節 整合Kano’ s Model 與SN-IPA 49
第五章 結論與建議 51
第一節 結論 51
第二節 建議 52
參考文獻 53
附錄A 60

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