本論文是以消費者的角度，來探討消費者對連鎖飯店所提供的服務地滿意程度，透過消費者對飯店不滿意的地方，或者落後於競爭對手的項目，提出飯店業者可行的解決方案，以及可建立的競爭優勢，以期可以勝過競爭對手，拉開與對手的差距。本論文所研究的個案飯店為跨國連鎖的四星帄價飯店，目標為旅行團的客人。研究發現，此類客人，注重的多是生活貣居相關項目，並且要求基本的服務態度。在可行的解決方案及建立競爭優勢的建議上，除改善消費者認為較差的項目外，個案飯店本身、飯店所屬集團、旅行社三者之間建立良好且有效率的關係與合作，並且積極尋求與它產業的異業合作；拓展商務客層；加強網路行銷，應可以為個案飯店帶來開源節流的效果，讓資源分配更加有效率。 These years, multinational hotel industry develops very quickly, especially the emerging areas, such as mainland China, South East Asia countries. Global hotel industry contributed more than 10% on overall GDP; still, expanding with smooth. Based on consumer’s perspectives, we try to find out rules to improve consumers’ satisfaction of international chain hotels, generate or maintain competitive advantages. First of all, the main target consumers of Holiday Inn East Taipei are tourists from group tours. Their main requests of hotels from those consumers are basic living conditions, including the comfort of bed and pillow, the cleanness, the food, etc. We found that the performance of Holiday Inn East Taipei are not as good as we expected, and worse than the competitor- Fullon Hotel Shenkeng on 8 items. Therefore, we suggested some solutions on the disadvantages and also came out with several extra strategies to promote its competitive advantage, for example, developing more commercial guests. We hope to help Holiday Inn East Taipei to allocate its own resources more effectively.
