近年來隨著政策的開放陸客來台人數顯著成長，據觀光局統計民國100年以觀光為目的來台的旅客，已是民國90的3.5倍。然而，旅遊產業競爭激烈也是事實，根據觀光局到2012年9月底的統計台灣合法與非法的旅館共有3,190家，因此，如何在眾多競爭對手中脫穎而出是旅館業者必須思考的方向。
　　本研究對大高雄地區商務旅館的旅客進行問卷調查，並回收問卷進行迴歸分析，以建立一個預測模型。進而從迴歸模型中尋找服務品質與顧客滿意、顧客忠誠與購買意願之間相互關係。
　　在研究中發現購買意願的迴歸預測模型為“服務品質與顧客滿意再加上顧客忠誠等的係數”，數據並顯示購買意願來自於顧客忠誠的權數較重，因此，本研究更進一步將 “顧客忠誠對服務品質與顧客滿意”及 “購買意願對服務品質與顧客滿意”做迴歸分析，得到顧客忠誠是由 “可靠滿意、關懷滿意、保證滿意、反應滿意、有形滿意等的係數”所形成，而購買意願是由 “可靠滿意、關懷滿意、保證滿意、反應滿意、有形滿意等的係數”所組成。
　　由上述迴歸分析結果，均顯示不論在顧客忠誠或是購買意願，旅客最重視的均落在『保證滿意』因素上，若再將保證滿意的問項內進一步做分析亦可發現旅客最重視的兩個方面分別為 “秉持旅客永遠是對的理念”及“商務旅館必須保護旅客個資及人身安全”。
　　另外從問卷調查中亦發現，本店目前在客戶服務上稍嫌不足，因此未來本店將努力朝著旅客永遠是對的理念及保護旅客安全方面努力。

In recent years, with the policy of opening up the number of mainland tourists to Taiwan significant growth, passengers who come to Taiwan for the purposes of sightseeing have increased 3.5times since the year of 2001, according to the Tourism Bureau statistics in 2011,.
Although, tourism industry is very highly competitive, Taiwan legal and illegal hotels are all together 3,190 hotels based on Tourism Bureau’s statistics to the end of September, 2012. How to stand out among the many competitors becomes an important lesson that the hotel owners have to think about .
　　This research first carry on questionnaire survey focused on business hotels in Kaohsiung area, then retrieve the regression analysis in order to establish a forecast model, finally seek for the service quality and customer satisfaction, customer loyalty and purchase intention from the regression model.
　　Purchase intention in the study found that regression prediction model is" service quality and customer satisfaction plus customer loyalty." The data reveals that customer intention mostly comes from customer loyalty. Thus, the research further accords“how customer loyalty to service qualtity and customer satisfaction” and “how purchase intention to the service quality and customer satisfaction” to make the regression analysis. The outcome is seen to be that customer loyalty is the formation of “ reliable satisfaction and concern satisfaction and guaranteed satisfaction and responses reliably satisfaction and tangible satisfaction.” Interestingly, it is found that purchase intention is whole the same factors as customer loyalty .
The above two equations, regardless of the customer loyalty or the purchase intention, falls on “guaranteed satisfaction”, which tourists value the most. Also, the further questions of guaranteed satisfaction will find out two aspects that tourists considerate the most. One is “the idea of customers is always right “and the other is “the security of personal property must be protected.”
In addition, from the questionnaire survey also found that that our hotel is currently lack of customer service, so we will make our best efforts to strive towards the concept of passenger is always right and the protection of passenger.

審 定 書 i
誌　　　謝 ii
摘 要 iii
ABSTRACT iv
目 錄 v
表 次 vii
圖 次 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 6
第二章　文獻探討 9
第一節　旅館定義 9
第二節　商務旅館定義 10
第三節　服務品質、顧客滿意度與購買意願關係 12
第四節　顧客忠誠與購買意願關係 19
第三章　研究方法 23
第一節　研究架構 23
第二節　研究變項之操作性定義與衡量 24
第四章　問卷調查與分析 30
第一節　研究對象與抽樣方法 30
第二節　信度及效度分析 33
第三節　因素分析 36
第四節　不同人口變項之差異分析 40
第五節　相關分析 42
第六節　迴歸模型檢定 43
第七節　迴歸模型分析 46
第八節　驗證假說 48
第五章　結論與建議 50
第一節　結論 50
第二節　建議 51
附件一　問卷題目 54
參考文獻 58
一、中文部份 58
二、英文部份 59
三、網站部份 62

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三、網站部份
1.觀光局網站：http://admin.taiwan.net.tw/public/public.aspx?no=315，最後一次瀏覽日期2012/12/13.
2.全國法規資料庫：http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=K0110014.