精品旅館提高顧客滿意度之策略探討-以W汽車旅館為例

Abstract

國內於民國七十年從美國引進並成立第一家汽車旅館至今已三十二年，三十二年來汽車旅館的數量也成立近八百家。整個汽車旅館產業很快速的歷經導入期、成長期、成熟期、衰退期。在汽車旅館產業面臨一片紅海的環境下，如何找出提高顧客滿意度之最佳策略，就成為業者所關注的生存之道了。 本研究目的即在如何提高顧客滿意度，需建立一套完整的顧客意見表流程及管理制度，在服務面、管理面及營收面取得最佳方法，並訂定最適化之策略，以創造顧客價值並創造最佳營收。本研究目的有四: 一、 影響顧客滿意度的因素為何? 二、 提高顧客滿意度的最佳化策略為何? 三、 如何根據服務滿意度問卷發展員工教育訓練？ 四、 如何符合顧客導向創造雙贏? 本研究採用個案分析法。以W公司民國98年顧客意見表所統計出來的顧客滿意度，依照顧客的不滿意點，對內部員工加強教育訓練，以期達到提高顧客滿意度。經過民國99年教育訓練後，成效也於民國100年、101年展現出來。 雖然W公司在顧客滿意度上做了努力，但因外在環境的變數，導致需要更多的行銷對策，也增加客務部在服務上的忙點，造成不同的客訴問題發生。為求更高的顧客滿意度，自然就要從員工滿意做起了。

It has been 32 years since the very first motel business was introduced to Taiwan from the US in 1980s. In 32 years, the number of motels in Taiwan has grown to nearly 800. The industry soon experienced the 4 stages of product life-cycle which are Introduction, Growths, Maturity and Decline. Being in the Decline stage now, finding the best strategy to improve customer satisfaction has become a major focus in business survival. The purpose of this study is to investigate factors and strategies that contribute to the increase of customer satisfaction. It is necessary to first set up a complete procedure to collect feedback from customer satisfaction surveys and questionnaire as well as management policy in order to obtain an in-depth understanding of business needs in all three aspects, the service, the management and the revenue. And then to develop optimal and best suitable strategies accordingly to create superior customer value and profitable income. There are 4 purposes of this research: 1. What are the factors impacting customer satisfaction? 2. What is the best strategy to improve customer satisfaction? 3. How to develop effective staff training based on the customer satisfaction questionnaire? 4. How to create a win-win situation complying with customer-oriented direction?

This research adapted the Case Analysis Method and used W company as the case. In 2009, Company W conducted its staff training according to the results from the Customer Satisfaction Questionnaire with the expectation to see increase in customer satisfaction. After a year of training conducted in 2010, positive results were shown in 2011 and 2012.

However, although W company made an effort to improve customer satisfaction, other issues arose as a result from external environment variables. This in turn led to the need for more marketing strategies and promotion, which increased the heavy and complicated loading in their customer service. Various complaints were received from the customers. Therefore, to pursue better customer satisfaction, it is necessary to start from employee satisfaction.