商務飯店裝修探索性研究：顧客觀點

Abstract

全球供應鏈及專業分工造就了頻繁的商務旅行，世界各主要經濟及工業城市對於商務飯店的需求與日俱增，新飯店的投資與興建正方興未艾。許多老商務飯店在面臨新飯店的競爭與威脅時，不得不採取裝修作為提升市場競爭力的重要策略。然而在資源有限的情況下，如何決定商務飯店裝修範圍與項目已成為業界亟欲克服的重要決策問題。關於「將有限的經費投注在那些項目上才是有效、明智的決策」卻尚未有一套具體、適合飯店經理人參照的理論基礎。

因此本研究率先以質性研究方法為基礎，並以即將進行裝修前的五星級連鎖商務飯店為研究對象，進行裝修要項之分析，為瞭解飯店裝修利害關係人對於裝修項目的看法，本研究進行含：飯店業主、飯店總經理、建築師、營造商、設備供應商等曾從事飯店裝修的7位專家之深度訪談，以及8位飯店資深員工、5位商務常客之焦點群體訪談後，發展一套具體且適用於飯店的裝修量表後，進一步以此量表對顧客對飯店裝修成效觀點進行問卷調查，進一步從顧客觀點瞭解，哪些項目是他們重視的？在飯店裝修後，他們對這些項目的感受上，是否產生重視程度認知上的改變及對於滿意度是否有實際上的影響？依據上述質性訪談結果所編製之問卷進行顧客對裝修項目之重視程度及滿意度調查，問卷主要由飯店櫃檯協助發放，發放對象以櫃檯人員熟識的客人為主。裝修前問卷共發放500份，回收210份，其中有效問卷為208份，裝修後問卷發放對象以熟識以及有曾經住宿過本飯店的客人為主。裝修後問卷共發放350份，回收166份，其中有效問卷為163份。

本研究以IPA分析來了解住客對飯店之各構面及各項目之重視程度與滿意度間之關係，了解裝修前後之情形，並找出仍待加強改善之項目。其結果顯示多數項目於裝修後滿意度均有所提升，而裝修後的重要程度與裝修前比起來變成多集中在較不重要的象限內，可看出當裝修後住客滿意度上升，其重視程度會隨之下降，是十分有趣的發現，且無任何裝修後項目落在第四象限（重要程度高但不滿意），足見此次裝修對於滿意度提升之策略成功。另外也發現企業社會責任在飯店裝修佔有一席之地的有趣現象。

本研究結果希望藉由此一更客觀科學的方法，將裝修的範圍與要項以更有效及節省的方式解決傳統上飯店裝修決策過於主觀及經費限制等問題。透過此一研究流程，亦補強了過去飯店裝修理論中曾提及飯店裝修計畫及程序應考慮顧客意見，但顧客意見卻未見實際考慮之中，而彌補了過往相關研究之不足。本研究結果可提供星級商務飯店建立具體且客觀之裝修要項，做為重要決策參考。With limited resources, how to effectively decide renovation scope and items has become a critical issue in the business hotel industry. In order to explore these critical hotel renovation items, this study developed a decision analysis process, and conducted an empirical study of a five-star business chain hotel prior to renovation.

This study collected renovation opinions from various stakeholders via in-depth interviews and a focus group, including 7 members of the renovation team, 8 senior hotel staff, and 5 frequent customers. The verbatim transcriptions were analyzed using content analysis.

Based on the categorization of 3 experts in the field of hotel administration, 12 renovation categories and 475 critical renovation items were emerged. Finally, a measure for business hotel renovation was developed. Besides, we further conduct a qualitative survey to hotel guests to measure the scale since customers’ attitude and reaction is all that matters. The questionnaires were issued at Front Desk before hotel renovation. In total of 500 hotel guests were distributed and 210 surveys were returned with 208 valid questionnaires. And the questionnaires were issued after hotel renovation at Front Desk again. The total of 350 survey were conducted, and 166 were returned, 163 valid questionnaires. Both surveys were only issued to the guests who have been stayed at hotel before.

From the result of IPA analysis, the degree of attention is relatively higher and the degree of satisfaction is relatively lower, while both value change reversely after the renovation. Besides, this research had an interesting finding that corporate social responsibility plays an important role in the hotel renovation. The findings of priority of hotel renovation scopes and items are applicable for managers. The gap in this field, lacking of customers’ perspective, is therefore filled.