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題名:服務體驗、關係品質與服務品牌權益關聯性之探討
作者:薛昭義 引用關係
作者(外文):Hsueh, Chao-Yi
校院名稱:大葉大學
系所名稱:管理研究所博士班
指導教授:謝雅惠
劉水深
學位類別:博士
出版日期:2008
主題關鍵詞:服務體驗關係品質品牌權益Service ExperienceRelationship QualityBrand Equity
原始連結:連回原系統網址new window
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  • 點閱點閱:66
過去許多有關飯店產業的研究,絕大多數將焦點放在顧客客房住宿需求的滿足上。就飯店整體經營觀點,為顧客創造美好的體驗不該只是客房部門的責任,更何況,國外更有不少旅客為了縮短到某些設置於飯店內特色餐廳的預約時間,專程入住該飯店的例子。因此,本研究將以台灣地區的國際觀光飯店為研究對象,瞭解顧客對飯店內部客房與餐廳部門所提供服務的感受,以及這些感受之間所產生的交互作用對飯店整體經營績效的影響。
本研究首先藉由文獻探討建立初步的研究概念與變數構念,並透過專家訪談釐清問題的本質,確認欲研究的變數構念與相互關係,接著建立實證研究架構,提出四項研究假設。隨之以交通部觀光局所主管的觀光飯店顧客為調查對象,以問卷調查方式蒐集到215份有效樣本進行實證研究,結論如下:
一、客房與餐廳的服務體驗對關係品質之影響,除了客房服務體驗之「核心服務」對關係品質之影響不顯著外,其餘變數對關係品質之影響均呈現正向顯著之關係。
二、客房住宿關係品質與內部餐廳關係品質對飯店整體品牌權益呈現正向顯著之影響。
三、飯店客房住宿關係品質與內部餐廳關係品質之間具有相關性。
四、無法證實內部餐廳關係品質為客房住宿關係品質對飯店品牌權益之調節變數。
最後,除了提出本研究結論於理論上與實務上的涵義之外,也說明了本研究的限制,並對後續研究提出建議。
Past research on hotel industry mainly focus on the customer satisfactions of room accommendations. However, the overall performaces cannot be solely determined by performaces of the Room Service Sector. Moreover, evidence has supported the idea that it is not the full responsibility of the Room Service Sector for the value creation of best experiences for customers. For example, many customers make room reservations in a certain hotel in order to shorten their time of reservation for special restaurants within that hotel. Therefore, this research aims to study International tourist hotels in Taiwan to understand customers’ perceived quality of services provided by both Room Service and Resturant sectors and how interactions of these perceptions impact on the overall hotel performances.
This study first explored research concepts and constructs by doing literature review. Follow-up expert interviews are conducted to identify research questions and interactions among constructs. The framework of empirical research and four research hypotheses were established as well. Base on data of Taiwan Tourism Bureau, a survey was distributed to customers in International tourist hotels, and 215 questionnaires are completed and returned. Major findings of this study are as follows:
1.Variables of two constructs “Room Services experiences” and “Resturant Services experiences,” except the variable “core service,” have significantly positive correlations with “Relationship quality of Room Service Sector” and “Relationship quality of Restaurant Sector,” respectively.
2.“Relationship quality of Room Service Sector” and “Relationship quality of Restaurant Sector” have significantly influence on “Hotel Brand Equity.
3.A positive correlation exists between “Relationship quality of Room Service Sector” and “Relationship quality of Restaurant Sector.”
4.It cannot be verified that “Relationship quality of Restaurant Sector” serves as a mediator between “Relationship quality of Room Service Sector” and “Hotel Brand Equity.”
Finally, implications and limitations in iterms of both theories and practices are proposed. Suggestions are also indicated for future studies.
一、中文部份

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方世榮,張嘉雯(2004),顧客涉入程度對服務品質與關係品質之干擾效果-以電腦賣場與內部商店為例,中山管理評論,12(4),755-794。new window

吳師豪(2004),關係品質與關係結果之研究,國立台北大學企業管理學系未出版之博士論文。new window

高育民(2005),服務接觸與服務品牌權益之研究-以關係品質為中介變數,國立中興大學企業管理學系未出版之碩士論文。

許心怡(2006),服務體驗對情緒與金錢知覺價值之影響,國立高雄第一科技大學行銷與流通管理系未出版之碩士論文。

陳振燧,洪順慶(1999),消費品品牌權益衡量量表之建構--顧客基礎觀點,中山管理評論,7(4),1175-1199。new window

劉宗其,吳立偉,黃吉村(2007) ,關係品質與交叉購買:金融商品相似度與複雜度的雙重干擾效果,管理學報,24(3),289-306。new window

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