Efficiency, Effectiveness and Quality Productivity Assessment of Services Business---Evidence from International Tourist Hotels in Taiwan

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Project title

Code/計畫編號

NSC96-2416-H019-005-MY2

Translated Name/計畫中文名

服務業效率、效果及品質生產力之衡量---以台灣國際觀光旅館為例

Project Coordinator/計畫主持人

Ming-Miin Yu

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Transportation Science

Website

https://www.grb.gov.tw/search/planDetail?id=1622251

Year

2008

Start date/計畫起

01-08-2008

Expected Completion/計畫迄

31-07-2009

Bugetid/研究經費

639千元

ResearchField/研究領域

交通運輸

"服務業具有無實體、產品異質、即時與不可分和易腐的特性，其中即時與不可分和易腐性表示服務的提供是無法儲藏的。因此，如何衡量服務的績效就成為一個重要的課題。為探討此一相關議題，本研究提出一個三年期計畫以完整的建立服務業服務績效的評估架構，第一年利用Multi-activity 資料包絡分析模式結合服務能量推估模式（Capacity Utilization Model）建立服務業Multi-activity 資料包絡分析模式（MDEA），以衡量在同一組織下，在各活動（activity）的營運具有某些共同投入(Shared Inputs)的特性，以衡量各活動的績效；而由於服務提供的無法儲藏性，服務的供給若沒有同時被消費者購買，該服務是無法獲得任何收益的。因此，在衡量服務業的績效時，不僅應考量服務業多活動的特性，更應將無法儲藏性納入績效評估模式中，也就是生產過程與消費過程在服務業是無法明確加以分割且同時發生的，亦即服務業績效應包含三個構面：生產效率、服務效果及生產效果，而這三個構面的績效需要同時加以衡量。基此，本研究在第二年將第一年成果結合Network 資料包絡分析模式構建一MNDEA模式以充分反映服務業績效評估的特性。除此之外，由於有些投入是同時提供給各生產子活動（如客房服務、餐飲服務及其他相關服務）及其消費過程，所構建的MNDEA模式亦須將共同投入的概念納入。同時，服務品質對於服務業（如旅館業）來說是非常重要的，如果服務品質下降，將不只影響利潤甚至也會減低消費者的忠誠度。因此，在服務產業中並不像製造業經由有效率的使用投入資源及可增加生產力，重要的是如何將資源用在正確的地方，也就是作正確的事（effectiveness）。所以衡量服務產業的生產力就不能沿用製造業生產力的概念，必須有效將effectiveness的概念納入。本研究在第三年將提出具有服務導向特性的生產力衡量模式，並進一步將生產力來源拆解為實體生產力及服務品質生產力，前者並可進一步拆解為技術進步效果與效率進步效果，而效率進步效果更可細分為純技術效率及規模效率效果，規模效率效果也可進一步分解成投入及產出之混合效果（mixed effect）。本研究將以台灣地區國際觀光旅館為研究對像進行實證分析，預期得到以下的結果： 1. 分析及建立旅館業服務品質代表指標，並經由連續三年的服務品質調查提供第三年計畫分析服務品質生產力之無形產出部分。 2. 建立旅館業MDEA模式，提供在考量共同不可分割的投入下，衡量旅館業者客房服務、餐飲服務及其他相關服務之生產效率。 3. 建立具有同時衡量生產效率、服務效果及生產效果三種績效指標之MNDEA模式。 4. 提出具有衡量服務業生產力之指數模式，以提供旅館業者檢視其生產力變化的來源之衡量工具，作為分析及調整其經營策略的依據。"" The problems involved in service industry include intangibility, heterogeneity, inseparability, simultaneity and perishability. The inseparability, simultaneity and perishability mean that service cannot be saved. How to measure the service performance becomes an important issue. To investigate this issue, we plan to initiate a three-year project to construct two service performance evaluation models. One is Multi-activity data envelopment analysis (MDEA) production model, which will be implementing in the first year. While in the second year, service performance will be separated into three items, said productive efficiency, service effectiveness, and productive effectiveness by using Network DEA (NDEA) model. In this project, the proposed multi-stage production processes describe three vital parts of hotel operations, namely, service provision, service consumed and inputs shared among activities and/or processes. The characteristic point in our framework is to separate outcome from output, so that we are able to emphasize the dimension of each part that has a close relationship with the overall performance (productive effectiveness). The innovation introduced in our project concerns the inputs shared among activities (such as room service, food & beverage (F&B) service, and others) and the simultaneous determination of efficiency and effectiveness, which is recognized as a key determinant of the performance of hotels. In addition, Service quality is one of the main aspects of the hotel service. If quality deteriorates, and customer value and profits go down, clearly the more efficient use of input resources has not resulted in a clear improvement of productivity. In other words, the input resources are not used in a more effective way. In services, a new productivity concept geared to the specific characteristics of the service process is needed. The purpose of the third year project is to analyze the basic requirements for a service-oriented productivity concept and to develop such a concept. The issue how service quality productivity could be measured is also briefly discussed. The first purpose of the study is to survey service quality, including perceived service quality, customer satisfaction and customer loyalty in international tourist hotel. The survey will continue for three years. The second purpose of the study is to explore the efficiency and local returns to scale status of individual services within different but highly homogeneous multi-service international tourist hotels in Taiwan by the MDEA model. The third purpose of this study is to measure the performance of service consumption and service production at the individual service business level simultaneously. The forth purpose of the study is concerned with how the service quality contribute to total factor productivity and overall hotel performance. This is not only a conceptual project geared towards theory development. It also includes empirical verification."

Keyword(s)

服務業
旅館
資料包絡分析
服務品質
生產力
效率
Service industry
hotel
data envelopment analysis
service quality
productivity
efficiency

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Efficiency, Effectiveness and Quality Productivity Assessment of Services Business---Evidence from International Tourist Hotels in Taiwan

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