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題名：應用TCSI模型探討經濟型旅館產品訊息與顧客滿意度之研究-以Dazz達斯旅店為例
作者：曾怡喬
作者(外文)：TSENG, YI-CHIAO
校院名稱：朝陽科技大學
系所名稱：企業管理系台灣產業策略發展博士班
指導教授：李素箱
楊欽城
學位類別：博士
出版日期：2019
主題關鍵詞：台灣顧客滿意度指標；產品訊息；經濟型旅館；小型巴士；TCSI；Product Information；Budget Hotel；Minibus
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本研究旨在探討Dazz達斯旅店旅客之顧客滿意度路徑模式，應用台灣顧客滿意度指標模型（Taiwan Customer Satisfaction Index, TCSI）作為本研究主要理論架構，並將形象修正成產品訊息進行探討。本研究以Dazz達斯旅店之旅客為研究對象，以便利抽樣的方式透過Dazz達斯旅店發放實體問卷，共計回收500份，剔除無效問卷後共計474份，有效回收率達94.8%。經過描述性統計分析、驗證性因素分析及整體路徑分析後，本研究結果如下：（一）即使旅客對旅店的訊息瞭解與期望值不高，但隨著住宿後的品質感受會提高旅客未來再次住宿的意願。（二）產品訊息對顧客期望與知覺品質具有顯著正向影響，且訊息獲得的途徑會對旅客形成不同的期望與品質感受。（三）顧客期望對知覺品質與知覺價值具有顯著正向影響，但對小型巴士司機推薦之旅客的知覺價值不具影響、對自行搜尋與訂房網站之旅客的知覺品質也是不具影響；知覺品質是形成知覺價值的關鍵因素。（四）知覺價值對滿意度與忠誠度具有顯著正向影響；滿意度對忠誠度則是具有顯著正向影響，但對自行搜尋與訂房網站之旅客則不具影響。（五）小型巴士司機推薦及自行搜尋與訂房網站之旅客其行為模式具有差異，對小型巴士司機推薦之旅客而言，其行為較被動產品訊息會透過顧客期望、知覺品質間接影響知覺價值、而知覺價值亦會透過滿意度間接影響忠誠度；對自行搜尋與訂房網站之旅客而言，其行為較主動且影響關係會經由變項直接產生。最後本研究總結，雖然Dazz達斯旅店是經濟型旅館，但所提供的住宿品質使得旅客感受超出的價值，高CP值感受是旅客們願意再次選擇Dazz達斯旅店的主要因素。
The purpose of this study is to explore the customer satisfaction path model of Dazz Inn Hotel. Taiwan Customer Satisfaction Index (TCSI) as the main theoretical framework for this study. In this study, the hotel guest of Dazz Inn were selected as the research subject and using convenient sampling method. After excluded the invalid questionnaires, a total of 474 valid questionnaire, the effective rate was 94.8%. The finding of this study is shown as following: 1. Even the hotel guests are not understanding the hotel's information and have low expectation, as long as the high quality of the accommodation, it will improve the guest's willingness to stay again in the future. 2. Product information has a significant positive impact on customer expectations and perceived quality, and guest from different sources have different levels of customer expectations and perceived quality. 3. Customer expectations have a significant positive impact on perceived quality and perceived value but as for the guest recommended by minibus drivers, customer expectation has no impact on perceived value; as for the guest that searching and booking websites by themselves, customer expectation has no impact on perceived quality. Also, perceived quality is the key factor of formation to perceived value. 4. Perceived quality have a significant positive impact on satisfaction and loyalty, satisfaction have significant impact on loyalty but for the guest that searching and booking websites by themselves, satisfaction have no effect on loyalty. 5. The guest recommended by minibus drivers are more passive, the behavior is indirectly affected by the customer's expectations and perceived quality, and indirectly affects loyalty through satisfaction; for the guest that searching and booking websites by themselves, their behavior is more active and the relationship will be directly generated through the variables.
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