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題名:臺灣國際觀光旅館服務品質、顧客滿意度與顧客忠誠度之關係研究─兼論顧客滿意度之中介效果
作者:歐陽怡 引用關係
作者(外文):O Yang,Yi
校院名稱:國立彰化師範大學
系所名稱:工業教育與技術學系
指導教授:陳德發
鍾瑞國
學位類別:博士
出版日期:2018
主題關鍵詞:服務品質顧客滿意度顧客忠誠度國際觀光旅館Service QualityCustomer SatisfactionCustomer LoyaltyInternational Tourist Hotel
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近年來隨著觀光業蓬勃發展、五星級旅館品牌在臺灣持續拓展與政府政策推動的趨勢下,旅館的服務品質對觀光發展及永續經營顯得格外重要。因此,本研究從服務品質的觀點出發,探討觀光旅館的服務品質與顧客滿意度及忠誠度之相關性。本研究以問卷調查方式進行,研究對象針對一年內曾住過國際觀光飯店之旅客做為施測對象,共發出600份問卷,其中臺北共發放300份,回收227份,無效問卷26份,臺北地區有效問卷共計201份;臺中及高雄各發放150份,其中臺中回收98,無效問卷13份,臺中地區有效問卷共計85份;其中高雄回收77,無效問卷9份,高雄地區有效問卷共計68份。
本研究結果發現服務品質對顧客滿意度具有正向顯著關係,服務品質各個構面對滿意度皆有良好的解釋力,顧客滿意度對顧客忠誠度有顯著影響,服務品質對顧客忠誠度有顯著影響,顧客滿意度在服務品質與忠誠度間具有中介效果。並以此研究結果,提供學術理論研究與旅館業實務運用及行銷之參考。
With the tourism industry booming in recent years, five-star hotel brands in Taiwan expanding steadily and the government policy advancing the trend, the hotel service quality plays a crucial part in tourism development and sustainable operation. This study explores the correlation between service quality and customer satisfaction and loyalty from the aspect of service quality. Questionnaire survey is conducted and facilitates mining stratified proportional sampling, focusing on the guests once staying in the international tourist hotels in the past one year. A total of 600 questionnaires were issued, of which 300 were distributed in Taipei, 227 were recovered, 26 were invalid questionnaires, 201 were valid in Taipei, and 150 were in Taichung and Kaohsi, including 98 in Taichung, 13 in Taichung, Taichung A total of 85 valid questionnaires were included. Among them, 77 were validated in Kaohsiung, 9 were valid questionnaires and 68 were valid in Kaohsiung.
The results of this study show that service quality has a significant positive relationship with customer satisfaction, and service quality has good explanatory power to satisfaction. Customer satisfaction has a significant effect on customer loyalty, and service quality has significant effect on customer loyalty Influence, customer satisfaction in service quality and loyalty between the intermediary effect. And to study the results, to provide academic research and practical use of the hotel industry and marketing reference.
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