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題名：整合消費情緒於國際觀光旅館顧客滿意度模式建置研究
作者：宋明律 引用關係
作者(外文)：Sung, Ming-Lu
校院名稱：中華大學
系所名稱：科技管理博士學位學程
指導教授：葉鳴朗
鄧維兆
學位類別：博士
出版日期：2013
主題關鍵詞：顧客滿意度模式；國際觀光旅館；消費情緒；Customer satisfaction model；International tourist hotel；Consumption emotion
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觀光產業在許多國家之國民生產毛額(GDP)已占有相當比例，而旅館業更是扮演著關鍵的地位。國內旅館業伴隨著國人日漸重視生活品質、旅遊活動頻繁所帶來的商機，觀光旅館業市場不斷擴張，近年不論國際型或國內型知名品牌紛紛設立如雨後春筍般，競爭更為激烈。旅館業者一直將增進顧客滿意度視為維持競爭力之經營策略，業者莫不費盡心思設計客製化服務，創造產品的價值，以期讓顧客知覺愉悅的氛圍，去建立顧客正向的消費情緒，以提升顧客滿意度，最終建立顧客忠誠度，以期維持競爭優勢，獲取更高之利益，進而達到永續經營的目的。
本研究目的在建置旅館顧客滿意度模式(Hotel Customer Satisfaction Index, H-CSI)，以美國國家顧客滿意度模式(American Customer Satisfaction Index, ACSI)為基礎，將消費情緒構面整合於其中，應用於衡量國際觀光旅館顧客滿意度。問卷題項係經文獻探討後，並彚整焦點團體訪談之專家建議編製而成，總計回收412份有效問卷，運用部分最小平方法(Partial Least Squares, PLS)進行信、效度檢測、路徑分析及計算顧客滿意度指標等資料分析。研究結果指出旅館顧客滿意度模式(H-CSI)有良好的信、效度表現，另外在路徑分析部份皆達顯著水準。
依據研究結果，建議旅館管理者可應用旅館顧客滿意度模式(H-CSI)進行調查，以獲取較多的資訊，實際了解顧客在消費過程中的感受，包含情緒、價值、滿意度及購後行為或未來的回遊意願，做為經營策略規劃參考，以期建立競爭優勢。
The tourism industry is important in terms of gross domestic product (GDP) and provides numerous employment opportunities in many nations. The hotel industry is a key sector within the tourism industry and faces more intense global competition than other supply industries. With the proliferation of domestic and international brands, the Taiwanese hotel industry has become highly competitive. For International Tourist Hotels (ITHs) sharing a common market position, hardware differentiation is less important than software differentiation, which is crucial to competitiveness. An important motivation to enhance customer satisfaction involves reducing customer switching to others that as a defensive strategy to a firm lead to a stronger competitive position. Delivering superior customer value and satisfaction is crucial to firm competitiveness. Positive emotions are created though experiences with hotel products and services, which imply customer real needs, and the role that emotions play in the selection of hotel. Further, developing customer loyalty is one of the main operational strategies used by hotels facing increasing competition and that increasing customer satisfaction is crucial factor for ensuring customer loyalty.
This study integrates consumption emotions into the American Customer Satisfaction Index (ACSI) model to propose a hotel customer satisfaction index (H-CSI) model that can be applied to estimate customer satisfaction towards ITHs. The H-CSI scale items were designed based on reference to the relevant literature and the suggestions of a focus group. Four-hundred and twelve customers of ITHs were surveyed. The Partial Least Squares (PLS) method was employed to validate the measurement instruments in the H-CSI model and estimate item weights for the customer satisfaction scales. The H-CSI model is a comprehensive model for the measurement of customer satisfaction that includes most possible antecedents and outcomes. The research results show that the H-CSI model displayed strong explanatory power based on its reliability and validity.
Accordingly, if hotel managers apply the H-SCI model instead of a general customer satisfaction survey, they can obtain a robust estimation of customer satisfaction, as well as extra information of post-purchase customer behavior to better manage customer satisfaction and achieve a competitive advantage.
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