Back Issues 11-20

THE STUDY OF HOTEL SERVICE QUALITY AND CONSUMER SATISFACTION -- BACHELOR HOTEL IN TAIWAN AS AN EXAMPLE

Yi-Chun Kuo

Department of Interior Design in Shu-Te University, Assistant Professor

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

In recent years, free travel in Taiwan has become popular, and the number of backpackers has grown year by year. According to data from AsiaYo, the proportion of individual travel has risen by 30%, and nearly 70% of hotels and youth hostels have a 100% occupancy rate by the end of the year. Individual travel has gradually become a driving force for tourism. Aiming at business opportunities, personal hotels are the first to introduce personal accommodation space to Kaohsiung. Different from the narrow space of capsule hotels, a personal hotel in Kaohsiung, Taiwan expands the accommodation space into one room, and pays attention to the bathroom, bar, bed and restaurant in the hotel. Travelers with personal space, one of the most affordable accommodation options. In order to understand the operating characteristics and charm of individual hotels, and to continuously enhance their market competitiveness, this study conducted in-depth interviews with eight guests, hoping to obtain their opinions on service quality and satisfaction. It was found that the overall satisfaction of consumers for accommodation was 92.5 points. This study also discusses the five aspects of service quality, and puts forward four suggestions: hotel decoration and facilities can enhance the experience of staying guests, and environmental protection and energy-saving design can strengthen the reputation of green hotels. The concept should strengthen the marketing planning and marketing of fan clubs, and provide accommodation discounts for corporate customers.

Keywords: hotel, singles hotel, service quality, satisfaction