科技帶不走的旅館溫度：兩岸旅館服務智慧化研究

Abstract

現今旅館逐漸智慧化，綜觀相關文獻智慧化服務流程較少被研究，以及較少探討如何適切的應用科技並且保持服務的溫度，「智慧化與溫度結合」在學界上甚少探討此問題亦為業界所困擾，因此為本研究重要之切入點。研究目的為：一、探討消費者於各服務流程之感受。二、瞭解將服務智慧化的原因、如何將智慧化與有溫度的服務運用於服務流程中、智慧化未來發展方向。三、採用平衡理論，透過消費者感受檢視服務流程之執行。研究方法為個案分析法，研究對象根據操作性定義選擇兩岸共十三家服務智慧化旅館，蒐集線上口碑內容，分析消費者於服務流程中之正負面感受。於2018年3月至5月實際前往旅館住宿、觀察服務流程、訪談總經理或主管，以深度訪談法之半結構式訪談方式進行，最後以內容分析法將資料嚴謹處理分析。研究結果綜觀各旅館服務流程之評論，住宿期間之房間設施為正負評最多之流程，不可忽視旅館設施。根據訪談結果得知，服務智慧化原因在於科技發達、提高效率與創造差異化等，服務流程中導入各式智慧化體系，員工可有更多時間來提供有溫度的服務，未來透過顧客資料庫分析將服務升級，並提供營運面與市場面之規劃。結論為智慧化是從人的角度出發，提供客人方便，透過大數據提高管理效率，旅館服務智慧化應與有溫度的服務並行，藉由服務流程優化來創造有感服務，達到旅館業者、顧客與服務流程三方平衡的效果，智慧化更能突顯人的溫度，進而建立口碑深耕顧客。

Hotels nowadays are becoming intellectualized. However, a review of the related literature shows that few studies have been conducted on intellectualized service processes, and on how to apply technology appropriately to retain the human touch in service. The industry has been bothered by this neglect by the academia. Therefore, “the intersection of intellectualization and the human touch” will be an important entry point of this thesis. The purposes of this thesis are as follows. First, to explore consumer experiences in various service processes; second, to understand the causes of service intellectualization, how to reconcile intellectualization and the human touch in service processes, and the future development of intellectualization; third, through the lens of balance theory, to evaluate the execution of service processes by consumer experiences. The case analysis approach is adopted, with the subjects being 13 intellectualized hotels across the Taiwan Strait, selected according to the operational definition delineated in this thesis. This thesis analyzes the positive and negative consumer experiences through the collection of online word-of-mouth. From March to May 2018, This study visited and stayed at the hotels to observe the service processes and conduct in-depth, semi-structured interviews with the general managers or hotel supervisors. The data collected are processed and analyzed carefully using content analysis. Research results look at the comments on service processes in each hotel, finding that most positive and negative comments are directed at room facilities. Thus, this thesis concludes that hotel facilities cannot be ignored. From the interviews, this thesis concludes that the causes of service intellectualization include technological advances, increased efficiency, and differentiation. The introduction of intellectualized systems in service processes allows employees to retain the human touch in service. In the future, service can be further improved with customer database analysis, which can also provide guidelines for operational and market decisions. In conclusion, intellectualization centers on the convenience for people. As in using big data to increase management efficiency, hotel service intellectualization should be carried out with the human touch. By optimizing processes and providing agreeable service, the balance among hotel operators, customers and service processes can be achieved. This way, intellectualization highlights the human touch, thus allowing hotels to establish positive reputations among customers.