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| Title: | 影響國際連鎖觀光旅館顧客滿意度與忠誠度因素之研究 |
| Authors: | 蔡雅雯 |
| Contributors: | 于卓民
蔡雅雯 |
| Keywords: | 顧客滿意度
顧客忠誠度
忠誠獎勵專案
因素分析
路徑分析
Customer satisfaction
Customer loyalty
Frequent-guest program
Factor analysis
Path analysis |
| Date: | 2005 |
| Issue Date: | 2009-09-12 12:52:12 (UTC+8) |
| Abstract: | 觀光產業是世界各國普遍重視的無煙囪工業，與科技產業共同被視為是21 世紀的明星產業，環顧世界經濟情勢，新興產業不斷興起，觀光事業已趨於國際化、多角化經營之際，也是我國當前首重之發展產業。國際觀光旅館是屬於高有形性比重的產業以及高度人員涉入的服務產業，探討具有實體產品與無形服務組合的服務其產品品質與服務品質如何對於消費者產生影響，將是一個兼具研究與實用價值的主題。
旅館是高度競爭的行業，毫無疑問的，地點是商務旅客、休憩觀光客和研討會代表等選擇可行方案時的重要準則，然而地點並非是每個區隔顧客在選擇旅館時唯一的考量。在旅館的每個等級內，在大都市中皆可發現許多選擇方案，豪華的程度與實體設施的舒適性可做為一項選擇準則。究竟是什麼關鍵因素促使消費者選擇並維持與某個服務供應商的忠誠度？因此，本研究假設國際觀光旅館其產品特性（包含有形的產品與無形的服務）和顧客的特殊利益有關之情況下，了解目標客戶的偏好以及如何其建立長期關係並為其帶來附加價值。
本研究參考Zeithaml and Bitner（1996）提出「顧客知覺品質與顧客滿意度關係圖」作為研究基礎，來探討影響不同區隔的顧客滿意度因素，以及不同區隔的顧客，影響其顧客忠誠度的因素又為何？以及國際觀光旅館的產品品質對於商務旅客顧客滿意度以及忠誠度之影響是否大於國際觀光旅館的服務品質之影響，並且探討國際觀光旅館的服務品質對於休憩觀光旅客顧客滿意度以及忠誠度之影響是否大於國際觀光旅館的產品品質之影響。接著探討滿意度與忠誠度之間的關係；最後以探索性研究的方式檢視忠誠會員專案對於商務旅客之顧客滿意度與忠誠度之影響。
本研究係以入住中華民國交通部觀光局核准營業之國際觀光旅館之旅客進行滿意度調查，問卷的設計以旅館的主要服務品質組成因素，請旅客針對他們所接受到的整體服務體驗就組成因素，如服務人員的服務品質、住宿與退宿的整體客房服務品質、旅館的硬體設施與服務以及與餐廳有關的設施與服務等，個別評估其滿意度。
由本研究結果顯示商務旅客與休憩觀光旅客雖然為具有不同需求的旅客，由顧客知覺的服務品質、顧客滿意度與顧客忠誠度的衡量項目中，萃取出影響服務品質、顧客滿意度與顧客忠誠度的因素中皆包含有形性的特質。與旅客接觸點的分析結果發現，並不是所有服務人員具有相同程度的服務機會，亦即與旅客的互動程度不同。服務品質中與服務人員互動構面對於顧客滿意度之影響並未達顯著之水準因素。因此本研究推論有形性可視為國際觀光旅館服務品質之最主要因素。
在滿意度的部份，對於商務旅客而言，國際觀光旅館的產品品質與服務品直接對於顧客滿意度具有直接的影響；而且產品品質的影響力大於服務品質的影響力。對於休憩觀光旅客而言，國際觀光旅館的產品品質與服務品質對於其顧客滿意度亦具有正面之影響。至於影響顧客滿意度與忠誠度之整體模型部份，商務旅客的滿意度同時受到國際觀光旅館的產品品質與服務品質的影響，並且國際觀光旅館的產品品質與國際觀光旅館的服務品質亦同時影響到顧客忠誠度。然而國際觀光旅館的產品品質與國際觀光旅館的服務品質對於休憩觀光旅客的滿意度分別都具有影響力，但是不具有顯著的差異。休憩觀光旅客的顧客忠誠度直接受到國際觀光旅館的服務品質的影響，並未受到產品品質的影響。
經初步研究發現會員忠誠專案對於顧客忠誠度的影響不明顯，忠誠度計劃的測量結果發現參加會員忠誠專案之旅客，只是對忠誠度計劃本身具忠誠度而非對該特定品牌具有一定的忠誠度，旅客的忠誠度是脆弱也容易因為其他因素對其忠誠度產生影響。對許多專業經理人來說，工作就等於休閒，因此，如何讓他們在工作中，也能得到休閒時的自在感，是未來國際觀光旅館業的趨勢。
This study make used of hotel’s database and based on the 131 completed survey form hotel guests, identify attributes that will affect the customer satisfaction and customer loyalty of guests in the chain hotels. And will explore that if the frequent – guest program help hotels increase customer loyalty.
The dimension of customer satisfaction with a service includes service quality, product quality and price. The results of the regression test that variable, the product quality and service quality will affect customer satisfaction of the business traveler, moreover service quality and product that direct influence customer loyalty. There is linear relationship between customer satisfaction and customer loyalty. The factors affect the customer satisfaction are comfort of room、cleanliness of room and check-in。The hotel staff provides the effective check-in with pleasure attitude will affect their loyalty.
Analysis results showed that the service quality and product quality will have direct influence the customer satisfaction of pleasure traveler, however, service quality will engage the customer loyalty of pleasure traveler. There is a strong connection between customer satisfaction and customer loyalty. And the comfort of room will be the factor engaged the customer satisfaction.
Finally, the frequent-guest program has the less influence of customer loyalty as expected. The business traveler were among the least loyal of the guests, considering the industry’s huge expenditures on frequent-guest programs, the hotelier may consider redirecting some of the frequent-guest expenditure toward strengthening human resources and toward improving the guest’s experience through quality of product improvement.
Inferred form the results we have found, this study proposed some recommendations to the hotelier and the academics who try to do some further research on this topic.
第一章 緒論
第一節 研究背景與動機
第二節 研究問題與目的
第三節 研究流程
第二章 文獻探討與假說
第一節 服務品質
第二節 顧客滿意
第三節 忠誠度
第三章 研究方法
第一節 研究架構與假說
第二節 問卷設計
第三節 資料蒐集方法
第四節 資料分析方法
第四章 研究發現與討論
第一節 因素分析
第二節 信度分析
第三節 顧客滿意度
第四節 顧客忠誠度
第四節 忠誠度與顧客滿意度之關係
第五節 會員忠誠專案對於顧客滿意度之影響
第六節 小結
第五章 結論與建議
第一節 結論
第二節 建議
第三節 未來研究方向
參考文獻
中文部份：
英文部分：
附錄A
部分問卷
圖目錄
圖1.1本研究流程圖
圖2.1 Gronroos服務的品質模式
圖2.2 顧客認知服務品質模式
圖2.3 「PZB－服務品質評估概念模式模式」
圖2.4 顧客知覺品質與顧客滿意關係圖
圖3.1 顧客滿意度關係之模式
圖3.2 觀光旅館住宿服務流程
圖4.1 商務旅客修正之模式
圖4.2 休憩觀光旅客修正之模式
表目錄
表1.1 全球觀光產業現況
表1.2 台灣觀光產業現況
表2.1 PZB之服務品質的五個決定性因素構面
表2.2「SERVQUAL」量表
表2.3 國際連鎖觀光旅館的獎勵忠誠專案彙總表
表3.1問卷設計結構
表4.1各變數之平均值與標準差
表4.2 球形檢定
表4.3 總變異量說明
表4.4 轉軸後的成分矩陣
表4.5 休憩觀光旅客因素分析之球形檢定
表4.6 總變異量說明
表4.7 轉軸後的成分矩陣
表4.8 商務旅客因素分析之球形檢定
表4.9 總變異量說明
表4.10 轉軸後的成分矩陣
表4.11 各變數之信度值
表4.12 服務品質與產品品質對滿意度之迴歸分析
表4.13 商務旅客滿意度中各變數之Pearson 相關係數
表4.14 依據不同區隔之旅客所做滿意度之路徑分析結果
表4.15 休憩觀光旅客各變數之Pearson相關係數
表4.16 共線性診斷
表4.17 休憩觀光旅客逐步回歸分析顧客滿意度之結果
表4.18 忠誠度各變數之Pearson 相關係數
表4.19 服務品質與產品品質對於顧客忠誠度之路徑分析結果
表4.20 忠誠度再宿意願各變數之Pearson 相關係數
表4.21 忠誠度推薦他人意願各變數之Pearson 相關係數
表4.22 服務品質與產品品質對於顧客忠誠度之再宿意願路徑分析結果
表4.23 服務品質與產品品質對於顧客忠誠度之推薦他人意願路徑分析結果
表4.24 商務旅客忠誠度各變數之Pearson 相關係數
表4.25 服務品質與產品品質對於商務旅客的顧客忠誠度路徑分析結果
表4.26 商務旅客之顧客忠誠度再宿意願各變數之Pearson 相關係數
表4.27 商務旅客之顧客忠誠度推薦他人意願各變數之Pearson 相關係數
表4.28 服務品質、產品品質對於商務旅客之顧客忠誠度路徑分析結果
表4.29 休憩觀光旅客忠誠度各變數之Pearson 相關係數
表4.30 服務品質與產品品質對於休憩觀光旅客的顧客忠誠度路徑分析結果
表4.31 休憩觀光旅客之顧客忠誠度再宿意願各變數之Pearson相關係數
表4.32 休憩觀光旅客之顧客忠誠度推薦他人意願各變數之Pearson相關係數
表4.33 服務品質、產品品質對於休憩觀光旅客之顧客忠誠度路徑分析結果
表4.34 顧客滿意度對於顧客忠誠度之路徑分析結果
表4.35 商務旅客之顧客滿意度對於顧客忠誠度路徑分析結果
表4.36 休憩觀光旅客之顧客滿意度對於顧客忠誠度路徑分析結果
表4.37 服務品質與產品品質對參與忠誠專案旅客其顧客滿意度之迴歸分析
表4.38 服務品質與產品品質對參與忠誠專案旅客其顧客忠誠度之迴歸分析
表4.39 參與忠誠專案旅客其顧客滿意度對於顧客忠誠度之路徑分析結果
表4.40 假說檢定結果彙整
推文
推薦
評分
引用網址
轉寄 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
92932109
94 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0929321091 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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