本研究主要目的在於探討俱樂部包廂制商務類型之酒吧，其經營者對於酒吧俱樂部營運之策略、第一線從業人員工作感受以及消費者對於服務體驗之期望與感受，給予完整之經營策略建議。本研究針對酒吧經營者、服務人員及消費者進行半結構式的訪談，依據 PZB 模式中的五項服務缺口來進行構面設計，深入分析酒吧俱樂部經營之服務缺口為何，並分析出得以縮小缺口，提升整體服務、經營上滿意度之經營策略。
本研究結果顯示，俱樂部酒吧商務客多半仍為顯示自身社經地位、希望與生意夥伴培養感情、放鬆身心之意圖居多。高端高素質型酒吧在環境隱密性、第一線服務人員之顏值、服務素質上之提供為消費者最重視之重要因素。
依據結果本研究提出：針對俱樂部類型之酒吧，建議經營者需明確規畫目標客群、縮小服務缺口，提升其服務品質，並加以分析其優劣勢，期能使經營型態上具有更大的競爭力。本研究亦建議，在未來的研究上可以增加不同類型的俱樂部酒吧，並結合量化研究的問卷調查，以增加研究之豐富度以及完整性。
This study mainly aims to explore the box type business model of clubs, how their owners making operation strategies, front-line employees work experiences and consumer expectations and feelings of service experience, in order to give an overall business strategy recommendations. This study conducts semi-structural interview, and the all interview questions are made according to five gaps in services of PZB mode theory, including the impression of nightclub employees for the customers, consumer experiences and their motivation of consuming. Finally analyze the business strategy that can reduce the gap and improve the overall service and operational satisfaction.
The results of the interview analysis of this research show that most business customers go to the nightclubs to show their social and economic status, bringing business partners closer and relax their minds and bodies. The privacy of the environment, appearance of frontline service personnel and the quality of service provided by high-end quality nightclubs are the most important factors for consumers. We made the following recommendations: This study recommends that operators need clear rules draw target customers, reduce service gaps, improve its service quality, and analyze their advantages and disadvantages in order to make the business more competitive. This study also suggests that types of clubs and bars can be added in future researches.
