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论文编号：	8090
作者编号：	1120105038
上传时间：	2015/12/21 11:16:28
中文题目：	服务质量、客户满意度与竞争战略关系研究
英文题目：	A Study of the Relationship Bewtween Service Quality,
指导老师：	于斌
中文关键字：	民宿业；电子商务；资源基础；竞争战略；服务质量；客户满意度
英文关键字：	Bed and Breakfast industry；E-Commerce；Resource Beased View；Competitive Advantage；Service quality
中文摘要：	台湾的经济发展从1953年起积极扶植民生工业， 1960年开始鼓励投资及拓展海 外市场，台湾经济从进口替代转向出口产业，l990年起大力发展高科技工业，网络 的发展使台湾成为全球第15大经济体。台湾除了依靠生产与制造业、进口与出口之 外也致力于开发优越的地理环境与天然资源生态，改善发展旅游产业的条件。 随着旅游产业的蓬勃发展，也带动民宿业迈向国际化及多样化的经营模式。 除了星级的旅馆到处林立，台湾民宿数量成长也是相当惊人。随者现代计算机 与信息传递科技的发达与成熟，网络科技的进步，颠覆传统商业经营模式，越 来越多人选择在网络上进行购物。在这庞大的电子商务商机中，旅游业者也重 视电子商务的作用，旅游业已发展出线上服务，旅游电子商务在确定旅游产品 的特性等方面发挥了特殊功能。电子商务促进了旅游产业的进一步发展，对旅 游顾客而言，互联网最大的作用是满足旅行者对旅游信息的需要，互联网的大 众化及个人化服务符合旅行业的未来发展，随着消费者主动搜寻旅游信息的能 力增加，也对民宿旅游业者的经营方式产生重要影响。 台湾现行民宿旅游网站半数以上旅游网站所提供有三大类信息内容 (产品 信息、旅程规划、当地信息) 与四大类信息服务 (代订功能、链接功能、查询功 能、网站互动性)，而影响民宿旅游网站功能与内容的项目包括六大构面(会员基 本数据、资金流、物流、信息流、优良商店标章及安全性)等。民宿旅游网站可 归纳出自助旅游者所重视的内容与功能，并分为旅游地的基本数据、旅游地的 进阶数据、网站的功能与网站的经营四大类。在互联网的民宿旅游业经营形态 中，互联网的功能与民宿旅行业的特性融合之后，对旅游消费者在旅程的安排、 民宿业整合地方特色提供旅游服务个性化服务、以及民宿业的服务质量与竞争 战略等方面发挥着越来越重要的作用。 本文以台湾民宿业为研究对象，透过供给一方的民宿产业与电子商务设计 商业交易平台模型，以消费者的服务质量需求作为干扰变量，深入分析消费者 对民宿的营销方式、服务质量、人身财产安全以及创意体会等方面的需求变化， 进一步了解民宿经营者在导入电子商务后，是否会影响到顾客价值与服务质量 之间的关系，研究服务质量、客户满意度对民宿业竞争战略关系的影响。旅游 电子商务平台是否能够精确代表民宿业者为顾客创造旅游价值及正确表达民宿 中文摘要 II 服务质量的功能，探讨后端民宿的服务质量与前端旅游网站的服务质量是否具 有一致性，以了解民宿商务网站的服务质量与民宿产业的经营战略是否相符， 赢得消费者的信赖。 本文访问101家民宿业者，建构民宿最佳的服务平台，对100位曾经与本文 采样的6家民宿商务网站之消费者，进行服务质量问卷调查。目的主要在探讨民 宿的经营特性、顾客价值与关系质量之间的相互关系，以探讨民宿业者与电子 商务网业者之间的最佳合作模式。 通过访问与市场调查分析得知，在民宿经营与战略方面，经营优势为人力 设备成本低，住宿价格大众化。经营劣势方面为营销广告成本高，质量较不稳 定，消费者信任度低。在关键成功因素方面为经营主题具有差异化。在核心竞 争力方面为旅客之人身及财产安全必须受消费者所信赖。在民宿电子商务经营 与战略方面分析得知，价格战略须传媒信息传递快速，整合民宿业者，成功地 以量制价；在能力分析方面，需有庞大资金来源供应人事成本，以网络需拥有 的营销建网人才；关键成功因素方面，建立民宿专业平台；核心竞争力方面， 需具有成本领先优势。若将两者以服务质量衡量模型的质量改善顺位，研究结 果显示民宿业者在导入电子商务时展现出的服务缺口包括民宿经营需要创新主 题吸引小众消费者，价格因素，并不是消费者最为关注的问题；在无联合采购 与弹性工时的规划下，设备及人力成本偏高时，无法履行电子商务承诺的各种 服务，是消费者关注的问题；跨区域营销广告之成本过高，消费者认为会将成 本转嫁给消费者，是消费者关注的问题；消费者最关注的是住宿时的个人隐私 以及人身财产安全。 因此，民宿电子商务旅游网的成功要素须由民宿业者采取主题差异化与电 子商务网成本优势配合，充分发挥民宿业者在管理和服务特色等方面的能力， 最大发挥两者的相辅相成作用。做好对消费者隐私以及人身安全以及高质量的 服务保障是民宿业的核心竞争力，可以获得消费者在电子商务网的优良评比与 主管单位的评价认证。民宿电子商务旅游网做为民宿业者的代表，通过有效的 整合建立专业的平台，进而扩大联结消费者。不论是在品牌形象、服务承诺、 价格设计、旅游质量、活动促销等方面，需要保证在民宿电子商务旅游网的宣 传与履行承诺方面保持一致，建立品牌优势，赢得消费者的信赖。
英文摘要：	The economic development of Taiwan has actively propped up the people's livelihood since 1953 industry, start encouraging investment and expand an international market in 1960, the enterprise changes direction an export industry from the import substitution, l 990 years since then start devoting major efforts to develop the high technology industry, the economic growth limbering up lets Taiwan become world the 15 economic system. In addition to relying on support to produce to concentrate on superior geography environment and natural resources and ecosystem with manufacturing industry, import and exit also, Taiwan owns the best condition of development sightseeing industry. So along with make sight-seeing trip the booming development of industry, also arouse to stop for the night the industry to head into to internationalize and diversify of business model. In addition to the hotel industry of star class is everywhere Lin Li, the Taiwanese the amount of hostels growth is also rather astonishing. On the other hand with modern computer hardware the equipment and message deliver science and technology of flourishing and mature, the progress of network science and technology, overturn a traditional business business model, more and more candidates choose on the network to carry on the shopping. In these huge E-Commerce business opportunities, the tour operator also finds the development unrest of E-Commerce, the tour already develops the on-line service, already its profession controls the characteristic of traveling the product and its traveling in the tourist business can play inside the system of role and function. The E-Commerce gave the further development of sightseeing industry and matched the future exhibition of traveling the industry towards traveling customer and talking, help of biggest internet being satisfying traveler to traveling the demand of information, internet of popularize and personalization service and searched the ability increment of traveling the information on his/her own initiative and also changed the management method of hostel tour operator through the consumer. Taiwanese current hostel tour website the half the number above travel website Abstract IV provides three big information contents(product informations, itineraries programme, local information) and four big informations service(the generation orders the function, links the function and looks up functions, the website interactions), and influence the item of the hostel tour website function and content to include six greatest factors(member's basic datas, golds flow, logistics, information flow, good stores mark chapter and safety) etc.. The hostel tour website can induce to come from to help to travel value of content and function, and be divided into the function of the advanced data, website and the management of the website of basic datas, tour grounds of tour ground four major types. The hostel in internet travels already in the camp pattern, characteristic and hostel of internet travel the characteristic of industry take into to combine under, integrate into the following distinguishing feature further: 1. Arrangement of itinerary. 2. The hostel website becomes regulating a role. 3. Hostel website impersonation the profession consult with role. 4. The hostel website integrates the place special feature to provide tour service personalizations, characteristic services. 5. Role of hostel and consumer information middle business. This thesis takes Taiwan hostel industry and the E-Commerce website as a research object through supplying the commercial transactions platform of the one square's hostel industry and need one square's E-Commerce design the model and uses the consumer's service quantity need as the interference variable, with understanding marketing method, service quantity and Human body of hostel industry to consumer the property security and creativity realizes etc., stop for the night the supply of industry on the market in the short date, whether exist rather the special. Further understand the hostel executive after ducting into the E-Commerce, whether will influence a customer value relationship with of relation quality, that is inquire into the E-Commerce function whether having can accurate representative hostel operator is customer creation tour the function of value and correct expression hostel service quantity, service quantity and head of carrying the hostel travel the service quantity of the website after inquiring into whether has the consistency to understand whether the service quantity of the hostel business website and the management strategy of the hostel industry agrees with, is good enough to the trust of getting the consumer. Abstract V This thesis visits 101 hostel operators by qualitative research method, construction hostel's best service platform, then carried on service quantity questionnaire as for consumer of 6 hostel business websites that once sampled with this text to 101 by quantitative method. The purpose primarily focuseds on inquiring into link point of of management characteristics, customer's values and relation qualities of hostel. With the best mode of cooperation that inquires into the hostel of the operator and E-Commerce net operator. Turn interview and quantification survey analysis in market to know through the quality, conduct in the hostel and strategy, conduct the advantage behavior power equipment cost low, accomodation the price is popularize; The conducting the weakness advertises the cost for the marketing high, the quality is more unsteady, the consumer trusts one degree low; At the key successful factor for conduct the topic to have the difference to turn; Aring in the core competencies the traveller's Human body and property security must be trusted by consumer. Know in the hostel E-Commerce management and the strategy aspect analysis, price strategy must the media information deliver quickly and integrate a hostel operator, successfully to measure system price; Analyze the aspect in the ability, need the huge the funds source supply personnel cost to need by recruiting the marketing owning to set up a net talented person; The key successful factor builds up the hostel professional platform; Core competencies needs and has the cost leadership advantage. If measure the quality improvement of model order by service quantity both, the research shows that the service indentation that the operator of hostel makes a show of while ducting into the E-Commerce accounts to have as a result: 1. The hostel conducts to need to innovate the topic attraction many little consumers, so as to promote the popularize price, not the consumer is most the problem of concern. 2. While aring higher without the programme bottom, equipment and manpower cost associately purchasing and flexible man-hour, can not carry out the condition of E-Commerce display to carry on fulfilling contract, is the problem that the consumer concerns. 3. Across the cost of the district marketing advertisement over high, the consumer thinks to will pass on the cost to the consumer, is the problem that the consumer concerns. 4. Consumer for stop for the night of Human body and property security guarantee is the most Abstract VI important consideration, the website must be trusted by consumer, for win the important key to order. Therefore, the successful ingredient of the hostel E-Commerce tour net must be adopted the topic difference by the operator of hostel to turn to lead the advantage concert with E-Commerce net cost and unite professional merger exertion of its core business and make the compatible function promote to the effect biggest. The core competencies is a hostel operator can attain the guarantee to consumer's Human body security and the service quality and acquire consumer's review certification of good evaluation and supervisor's unit in the E-Commerce net. And the hostel E-Commerce travel net to need to be used as hostel the operator's representative and build up a professional platform through the effective integration, then the extension combines consumer. In spite of design, travel qualities, activities in the brand image, service commitment and price promotion …etc., all need in the hostel E-Commerce to carry the homework display consistency after traveling the head of net with, establish a brand the advantage, so as to win the order.
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