| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 91 === Abstract
In general the customers are pursuing for a high quality service, it is an important consuming trend, but Hospitality Industry might value the importance of quality service differently. The quality service value differences between Hospitality Industry employees and consumers are in expectations and practical service performance. Because of the value differences both in practice and satisfactory recognition results a diverse gap for service quality, therefore causes the lost of customers.
In this study, we use the theory of “Service Quality Model of PZB”, and the SERVQUAL chart to make a questionnaire for the field research in K hotel. We hope this study could help to find out the service quality in K hotel, and to help improving the service quality in K hotel practically. Further, we hope this study could help providing Hospitality Industry prospective related service quality study.
The result of this study, we got 262 valid questionnaires from K hotel consumers, 44 valid questionnaires from K hotel employees, 9 valid questionnaires from K hotel management staffs. For analyzing statistics we use these methods: Cornbach’s Alpha、 Frequency Distribution、 T-Test、 One-way ANOVA, and Important-Performance Analysis to apply to this study.
According to the statistics, we found out K hotel management staffs are aware of clients’ service quality recognitions and values. And the other result we realize the execution of service quality satisfactory rated fine. In gap 2 and gap 6, they tell both of K hotel management staffs and K hotel employees have the same service quality recognitions and values, but they didn’t reach them.
In addition to important performance analysis; IPA, there 4 outcomes of the important performance analysis are : 11 service quality settled in A quadrant(keep up the good work), 1 service quality settled in B quadrant(possible overkill), 7 service quality settled in C quadrant(low priority),and 3 service quality settled in D quadrant(concentrate here).
In accordance with this study, we would like to suggest K hotel to improve the service quality in three ways: first to remodel the service entries; secondly to promote for build up a good service reputation; thirdly to set up a new service quality audit system. On the side, we’d like to suggest K hotel to enhance services for people who did satisfied with provided services in distinct age levels for increasing satisfaction. In service improvement and marketing, we’d like to suggest K hotel to refer to A quadrant 11 service quality entries as marketing strategy priorities. For D quadrant 3 service quality entries, K hotel have to find where the problems are, and to modify better services; And for C quadrant 7 service quality entries, K hotel have to improve service entries, to make a competitive hotel in Hospitality Industry.
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