以平衡計分卡探討平價時尚飯店 顧客滿意之元素

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题名:	以平衡計分卡探討平價時尚飯店顧客滿意之元素
其它题名:	Exploring the Satisfaction Factors of the Mid-Priced Modern Hotel by Balance Score Card
作者:	李律民 Lee, Lu-Min
贡献者:	汪淑台 Wang, Shu-Tai 東海大學餐旅管理學系
关键词:	平衡計分卡 Balanced scorecard
日期:	2011
上传时间:	2013-01-05T09:04:08Z (UTC)
摘要:	摘要近年來台灣國民收入高低差距日愈擴大有走向M型社會之趨勢，台灣飯店產業因應此現象必須做出改變，平價旅館因而出現在台灣旅遊產業中。平價旅館產業發展的軌跡中亦發展出許多支線，其中時尚風格的嵌入就是一個亮眼的創新。本研究中利用平衡計分卡之方法探討平價時尚飯店顧客滿意之關鍵因素，平衡計分卡四大構面為：財務、企業內部管理、企業學習與成長與顧客滿意度。研究利用專家訪談探討財務、企業內部管理與企業學習與成長等三個構面的因素；而顧客滿意度方面則運用問卷發放方式蒐集顧客資訊。研究發現平價飯店的消費者中並不是低收入旅客在消費，反而大多是中高收入階層消費者入住；另外目標飯店在消費者市場定位上抓住年輕族群需要新鮮感刺激的動機，另外加上員工服務訓練確實、飯店地點選擇方針正確等元素，因此目標平價飯店的”差異化”經營可以得到消費者大眾青睞。最後達到目標飯店之連鎖系統可以達到迅速拓展店面的成果。 AbstractOver the last few decades, there has been a dramatic increase in the travelers’ number of the Taiwan tourism market. According to the statistic from Taiwan Tourism Bureau, the tourists have climbed 112% from 2000 to 2010. Although the visitor number has significantly increased, luxury and midlevel hotels still face the challenge of raising the hotel occupancy rate. Therefore, hotels had transformed the operation to lower the cost. And some hotels reflected it to the more affordable prices for the younger travelers. Hoteliers who can integrate the luxury experience, yet provide the midlevel price will attract the modern experience pursuing visitors with limited budgets. Therefore, hotel operation management become an important issue for raising their revenue and reduces unnecessary cost.A recent surge of research on Balanced Scorecard has given us new opportunities and challenges. For instance, BSC can be used to check the security performance in IT industry (Herath, Herath & Bremser, 2010), and test the operation efficiency of international organization with the limited resources (Chan, Parco, Sihombing, Tredwell, & O’Rourke, 2010). Previous studies also investigate the hotel performance by Balanced Scorecard (Huckstein and Duboff, 1999; Denton & White, 2000). Thus, BSC can be adopted in many industries and detect the company performance, including hotel section.The method to carry out this study was using an In-depth interview with the manager to find out the key factor of operation performance by comparing hotel consumers and hotel managers. Balanced Scorecard will be adapted for the evaluation for accessing manager’s feedback on “operation performance” and “learning and growth” and “internal business process” part, consumers feedback on customer satisfaction.The analysis used the SPSS 17.0 statically software package. First descriptive statistics were computed. Next, reliability as measure of internal consistency was calculated. The next part of the analysis used Pearson-product moment correlations to exam the relationship between four dimensions of the BSC. Key word: performance, balance scorecard, chained hotel
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