| Summary: | 碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 104 === Issues on effective management have become increasingly important and people nowadays are more concerned about the service quality. Quality outweighs quantity. Effective management depends on the ability to assess the quality of service provided.
The focus of this study is to identify the major strengths and weaknesses of Yi-Su B&B from the perspectives and perceptions of its customers. Important-performance analysis (IPA) was conducted to fulfill this purpose. The author identified a list of 29 items from the SERVQUAL questionnaire proposed by Parasuraman, Zeithaml and Berry, and each item was rated using a 5-point Likert scale. Responses were obtained from 264 usable questionnaires. Research results show that there are 28 service items out of 29 satisfied by the consumers, and most of them are located in the first quadrant.
The importance-performance grid shows that 11 items fall into the "Keep up the good work" quadrant; 1 item falls into the "Concentrate here" quadrant, 7 items fall into the "Low priority" quadrant, and 8 items fall into the "Possible overkill" quadrant. The findings suggest that only one item needs to be improved immediately to enhance service quality. The results are useful in identifying areas for strategic focus to help B&B managers develop internal-marketing strategies. Finally, implications and future research suggestions are discussed.
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