新興服務業經營要素研究:以寵物旅館業為例

Abstract

從Pet Care Services in the U.S.在2006/06發表的調查報告中表示，2005年美國的寵物照顧服務市場達363億美元，預估寵物服務業在未來將繼續以6％左右的幅度增長，同時具有發展潛力的市場為東歐與亞洲。為了解推動寵物服務相關產業快速成長與發展的主要原因，我們可從社會人口結構的改變作一探討，Meadows & Flint (2006)認為，在工業化社會下，生育率的降低以及家庭關係的淡薄，都將導致寵物扮演一個更重要的心理角色。而近年來以寵物為主題型態的體驗服務快速興起，也充分突顯出寵物享有與人相同的地位，並成為一股新興的消費風潮。 鑑於寵物服務產業的發展潛力與創新的服務內容，因此引發本研究對國內寵物服務業的研究動機之ㄧ。另外，寵物服務市場的服務對象雖為寵物，但實際決定服務內容與感受服務品質的主要對象是寵物的飼主，故本研究在探討國內服務業的服務品質與寵物產業相關文獻後，大多是針對寵物用品作為研究對象，鮮少以寵物服務業的經營模式之研究，然，因寵物服務業的企業規模皆為中小型企業，進入門檻低，更需針對經營模式做更謹慎的選擇才能存活，故此為本研究的研究動機之二。 本研究以「寵物旅館業經營要素研究」為方向，由現行經營與消費者不同面向角度切入，探討可能會影響寵物服務業的營運關鍵因素為何？並探討各項要素的權重，進而提出可供寵物服務業者經營之參考建議。 研究結果指出，在寵物旅館業的經營成功要素的重要性，以非業者來說前三名依序為：寵物業許可證、專業服務以及空間與環境規劃；而從業者角度來看，前三名為寵物業許可證、空間與環境規劃、住宿數量控管。至於後三名在非業者部分，依序為：是否為多樣畜種、地點與經營項目種類或商品強度；業者部分則為：是否為多樣畜種、價格與成本、口碑推薦與行銷瀑與攝影機監控（並列第11強）。基本上業者與非業者的要素差距並不太大，僅兩個要素有差異到四的排名之多，一為地點，二為價格與成本。 無論是業者或是非業者，第一重要的要素皆為寵物業許可證，代表在第三單位的公正證書，是兩方皆認為最重要的前提，亦可解讀此要素為最基本之條件，至於其他要素，業者與非業者的排序並未有太大的差異。然而，一般認為寵物業為地區服務業的觀念將會被打破，因在非業者的「地點」要素中，竟落為倒數第二的排行，和業者的第八相差頗大；另外，普遍認為會將寵物送至寵物旅館消費之飼主皆為經濟能力中上的群族，然在「價格與成本」要素中，業者認為較不重要所以排至倒數第二但在非業者的表現，卻上升四個排位至八。 在店面硬體與店面軟體的比較性，業者與非業者認知是相反的，業者方面的研究結果認為，店面的硬體強度與重要性會大於店面軟體，然而，在非業者的部分店面軟體的排序則高於全數的店面硬體的各項要素。經本研究調查分析後，發現「地點」與「價格與成本」、「店面硬體與店面軟體」是業者與非業者之間較無共識之處。

According to the published report from Pet Care Services in the U.S in June 2006, the market value of pet care service industry reached 36.3 billion USD in 2005, and is expected to continue growing at an annual rate of 6%, with potential markets being in the east Europe and Asia. To better understand the main reasons that spark off the fast growth in pet care and service industry, we can take a view of the changes in modern demographic structure and analyze. Meadows and flint(2006) assumed the lower birth rate and lesser family interaction in our industrialized society causes a higher psychological reliance on pet, fast growth of pet theme service industry further enhances the equality status of pet and human, storming a new wave of patronage.

The research incentives of this thesis come from the potential growing and innovative nature of the pet service industry. Besides, owners of pet being the key evaluator of pet service content and quality, in the pool of studies mostly based on pet care products and lack of analysis from the management view, we see the need to focus on the management style study, in the comparatively low barrier of entry pet service industry consisted mostly of small to medium size enterprises, careful selection of management style is the key to success.

The research takes the direction of pet service management elements, from both customer and business owner points of view, weighing the influence of each element in the hope to conclude the crucial reason that determines the success of the pet service business.

The research concludes that from non-owner stand point, the top 3 most crucial elements ranging from the top are, related licenses and registration of pet service industry, professional service and environment layout planning. As from the view of business owners, top 3 elements are licenses and registration, environment layout planning and occupancy quantity control. The last 3 elements from non-owner stand point are variety of pet breed, location and diversity of service items or strength, from owner view are: variety of pet breed, price and cost, recommendation, marketing and surveillance camera(ranked same position in 11th place). We can know there is not significant difference in elements from both owner and non-owner, apart from 2 elements that differ in 4 positions, which are location, price and cost.

The no.1 element for both owner and non-owner is licenses and registration, can be determined as the most crucial and basic element from third party certification. As of other elements, there is little difference between owner and non-owner view of importance. The general assumption of pet service being a locational business will be revoked, as we can see in the non-owner rank of elements, location is positioned at second last compared to the 8th position from the owner rank, apart from this, recognition of pet accommodation customers belonging to the financially sound group has been deemed less important from owner’s view, hence ranked second last, however it has raised 4 positions from non-owner rank to 8th position.

Owner and non-owner take a completely opposite view when we compared hardware and software of pet shop, owners tend to care more about shop hardware and facility while non-owners value software more.

The research can conclude that the elements of location, price and cost and shop hard and software are the key discrepancies between owner and non-owner.