年輕旅客對越南Airbnb顧客滿意度影響因素之質性探討

Abstract

人們普遍認為，任何企業的成功，很大程度上取決於客戶滿意度，而服務品質是影響客戶滿意度的重要因素。因此，找出有助於提升客戶滿意度的服務品質之各種的各種因素至關重要。本研究目的主要是調查影響消費者越南知名共享經濟平台 airbnb.com 服務滿意度的因素，分析了清潔度、地點、主人的款待及和設施為 Airbnb 服務中影響客戶滿意度的要素，進一步探討客戶滿意度和服務品質理論，並將其應用於酒店管理環境。內容分析將訪談過程分為 Comprehensive 和 Multi qualitative 兩種方法進行。透過視訊電話和電子郵件對之前在越南有使用過 Airbnb 的15位參與者進行訪談並蒐集資料，並使用 Nvivo11 軟體對資料進行編碼和定性分析。本研究的結果顯示，Airbnb主人的款待對客戶滿意度具有顯著的正相關關係。此外，較好的設施和交通便利的位置是另外兩個有助於 Airbnb 客戶對服務品質感到滿意的因素。研究結果另表明，共享經濟Airbnb 消費者滿意度和消費意願與傳統服務 (Traditional services)密切相關，並進一步探討其影響 (Implications) 和局限性 (Limitations)。

There is a general assumption that customer satisfaction is important to the achievement of any firm. Moreover, quality of service is a significant predictor of customer satisfaction. As a result, identifying the many service quality factors contributing to client satisfaction are crucial. The aim of this Master's thesis is to investigate the elements that influence consumer satisfaction with the Airbnb services of a well-known sharing-economy platform in Vietnam. This paper examines customer satisfaction and quality of service philosophy and applies it to the setting of hospitality industry. by emphasizing cleanliness, location, host, and physical facilities as factors of consumer satisfaction in Airbnb offerings. Content analysis drove the construction of the interview process as comprehensive and multi qualitative approach. Data collected via interviews with 15 Vietnamese participants with the previous experiences of using Airbnb in Vietnam. The interviews were conducted face-to-face via video calls and emails. The data was coded and analyzed qualitatively using Nvivo11 software. To generate major aspects, codes were connected and contrasted inside and between data sets.The study's findings are consistent, indicating that the relative value of the host's offerings is of significant positive relationship for customer satisfaction. Additionally, physical facilities and an accessible location are two other elements that contribute to Airbnb customers' satisfaction with the quality. Furthermore, the findings of the study show that the characteristics that drive the sharing economy's Airbnb consumer satisfaction and purchase intentions are substantially linked to traditional services. The implications and limitations of the results are examined subsequently.