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題名：以交易品質構面探討民宿顧客體驗效果之關聯模式
書刊名：創新與經營管理學刊
作者：吳淑鶯 引用關係／羅家榕／吳玟璇／楊琇晴／傅淑翊／吳敏慈
作者(外文)：Wu, Shwu-ing／Luo, Jia-rong／Wu, Wen-hsuan／Yang, Siou-ching／Fu, Su-yi／Wu, Min-tzu
出版日期：2014
卷期：5:1
頁次：頁21-46
主題關鍵詞：交易品質；顧客體驗；Transaction quality；Customer experience
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:83
  • 點閱點閱:2
近年來因生活步調緊湊，人們在繁忙的同時，也希望籍由旅遊抒發來自各方的壓力，開闊自己的視野、追求心靈的自我放逐，因而使得觀光業興盛，進而帶動飯店及民宿業的發展。民宿提供了遠離塵囂、了解當地文化特色的體驗機會，使得民宿成為近年來國人國內旅遊的優先選擇之一。而民宿業者面對激烈的競爭環境，要如何創造出滿足消費者的高品質服務，及面對不同顧客的需求提供滿意的服務，是一個非常重要的課題。本研究以台灣民宿業為研究標的，採消費者調查以了解消費者對於民宿之觀感，籍以探討交易品質構面是否會影響民宿顧客的體驗效果並建立關聯模式。研究結果顯示：1.商店（民宿）形象與顧客知覺價值未呈正向影響。2.民宿顧客體驗與顧客知覺價值呈正向影響。3.民宿之服務品質與顧客知覺價值呈正向影響。5.顧客知覺價值與口碑傳播呈正向影響。6.顧客知覺價值與再購意願未呈正向影響。7.顧客滿意度與再購意願未呈正向影響。8.顧客滿意度與口碑傳播未呈正向影響。9.口碑傳播與再購意願呈正向影響。此結果可經分析800份有效問卷後，提供有用資訊給民宿業者，以做為未來行銷策略之參考。
In busy lives of recent years, people try to release the stress, expand the vision, and have spiritual evasions by traveling. Thus, tourism industry becomes popular and it leads to the development of hotel and B&B industry. B&B allows people to escape from work and experience local culture. Thus, B&B is one of the priorities for national traveling in Taiwan in recent years. Regarding severe competition, how B&B industry creates high-quality service to satisfy consumers' different needs is extremely important. This study treated B&B industry in Taiwan as the subject, and conducted an investigation on consumers to probe into their views about B&B; then find out whether transaction quality influences on B&B customers' experience effect. Based on the results, this study constructed a relationship model. After analyzing 800 valid questionnaires, the findings are as follows: 1) store (B&B) image does not have a positive effect on customer perceived value; 2) B&B's customer experience has a positive effect on customer perceived value; 3) B&B's service quality has a positive effect on customer perceived value; 4) customer perceived value has a positive effect on customer satisfaction; 5) customer perceived value has a positive effect on word of-mouth communication; 6) customer perceived value does not have a positive effect on repurchase intention; 7) customer satisfaction does not have a positive effect on repurchase intention; 8) customer satisfaction does not have a positive effect on word-of-mouth communication; 9) word-of-mouth communication has a positive effect on repurchase intention. The findings can serve as reference for B&B industry for future marketing strategies.
期刊論文
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4.蔡瑞文(2010)。體驗行銷、體驗價值與顧客滿意度、顧客忠誠度影響之研究--以台北典華餐廳為例(碩士論文)。國立成功大學。  延伸查詢new window
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3. 消費者綠色消費意識對知覺犧牲、知覺利益與購買意圖關係上的干擾效果--以品牌產品的空瓶回收獎勵活動為例
4. 探討關係品質對選用意圖與採用行為之影響--以特殊醫療器材為例
5. 臺灣主題遊樂園品牌形象管理指標建構研究--以南部地區為例
6. 高爾夫球場行銷策略之個案研究--以臺灣中部Y高爾夫球場為例
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8. 茶葉消費者購買臺灣茶葉再購意願因素之研究
9. 以從眾行為理論探討大陸網民來臺觀光意象、知覺價值及行為意圖之研究
10. 過去搭機經驗：空中飛人的選擇行為藍圖
11. 大學生之運動鞋品牌偏好因素與品牌偏好程度對再購買意願之影響--以NIKE和Adidas為例
12. 人際關係對大眾運輸系統乘客旅運行為調節效果之驗證--以市區公車為例
13. 服務品質對顧客滿意度影響之研究--以企業社會責任及企業形象為干擾變項
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