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博碩士論文 etd-0724108-113057 詳細資訊
Title page for etd-0724108-113057
論文名稱
Title
西子灣沙灘會館服務品質與顧客滿意相關因素之探討
A study of influencing factors for the service quality and customer satisfaction on Sunset Beach Resort
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
157
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-06-14
繳交日期
Date of Submission
2008-07-24
關鍵字
Keywords
服務作業管理系統、組織管理、行銷服務策略、服務品質、顧客滿意度
organization management, service quality, service strategy of marketing, service management system, customer satisfaction
統計
Statistics
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中文摘要
西子灣沙灘會館自民國92年正式營運以來,經歷多次轉型,從打造休閒、優美、自然的渡假及用餐環境開始,一直努力於提升住宿及餐飲品質。然而在經濟環境面普遍的不景氣、高雄當地消費者習慣等,個案公司在經營上,面臨嚴峻的挑戰。因此提升服務品質及顧客滿意度,以增加來客數,穩定營運收入,為現階段之重要課題。
本研究針對西子灣沙灘會館的服務品質及顧客滿意度進行研究,共可分為以下幾個研究目的:(1)社區環境因素與顧客消費心理因素對行銷服務管理之影響;(2)了解組織管理、行銷服務策略、服務作業管理系統對服務品質之影響;(3)了解服務品質對顧客滿意程度之影響;(4)探討改善做法十構面是否能改變服務品質影響之顧客滿意之影響程度。
藉由對於個案公司周邊環境之介紹,首先分析大環境對於西子灣沙灘會館所帶來之影響。在研究方法之設計上,此次研究首先對於西子灣沙灘會館之主管及員工進行為期兩周之訪談,主要想探討:(1)組織管理;(2)行銷服務策略;(3)服務作業管理等三大構面,對服務品質及顧客滿意度所帶來之影響。另外對於餐廳及飯店之顧客,一樣進行為期兩周之訪談,探討:(1)社區環境因素-周遭環境及交通;(2)顧客消費心理因素;(3)行銷服務策略-行銷組合;(4)服務品質;(5)顧客滿意;(6)改善做法十構面-顧客驚喜與公平對待等六大構面。
另外本次研究亦對西子灣沙灘會館顧客進行為期二個月的抽樣調查,問卷內容可分為兩大部分「顧客認知」及「基本資料」,以其了解:(1)社區環境因素-週遭環境及交通;(2)行銷服務策略;(3)服務品質;(4)顧客滿意;(5)改善做法十構面幾項變項之間之交互影響,故在資料處理上可分為以下三大部分,分別為:(1)項目分析;(2)敘述性統計分析;(3)迴歸分析;(4)單因子變異數分析。
研究結果顯示,在相關性分析上,經由迴歸分析結果顯示,餐廳之周邊環境及交通對於行銷服務策略確實有影響;餐廳與會館之行銷服務策略對於服務品質確實有影響,又行銷服務策略及服務品質對於顧客滿意度確實有影響。此外,變異數分析結果顯示,顧客年齡、職業、月收入與用餐次數會影響對於行銷組合、服務品質與顧客滿意之滿意程度;顧客年齡、住宿次數與住宿原因會影響對於周遭交通之滿意程度。本研究對於西子灣沙灘會館之現況統整出其優缺點,並提出改善建議。最後,本研究對於研究限制提出幾點論述,供後續研究者做為改善參考。
Abstract
The staffs of Sunset Beach Resort have been deliberating the leisure and natural atmosphere as well as elegant dinning and accommodation environment since the opening in 2002. The service quality is our first priority. Since the national depression throughout the country in recent years, however, our management is facing great challenge now. Local customers’ dinning habits also affect our decision making. Therefore, the most important issue of our management strategy is to improve the service quality and fulfill the customer satisfaction in order to increase the numbers of customers and income profit.

This research is focusing on the service quality and customer satisfaction within Sunset Beach Resort. The flowing are the purposes of our research including: 1. the surrounding areas and customers’ psychological factors and their influences on service strategy of marketing, 2. understanding of organization management, service strategy of marketing and service management system which significantly affects the service quality, 3. the relationship between service quality and customer satisfaction, 4. improvement of strategy methods which likely improve the service quality and customer satisfaction.

Based on the introduction of the current cases, we first analyze the domestic economic environment and how it influences the business condition at Sea View Beach Resort. The design of the research methods is to interview the executives and employees within two weeks and to investigate the present conditions including: 1. organization management, 2. service strategy of marketing, 3. service management system which affects service quality and customer satisfaction.

Additional two-week period interview is also applied on the customers of the hotel and restaurant including: 1. location factors: surrounding areas and traffic, 2. customers’ psychological factors, 3. service strategy of marketing: marketing methods, 4. service quality, 5. customer satisfaction, 6. improving methods- customer enjoyment and fairness.

The research also includes survey on customers of Sunset Beach Resort. The questionnaires contain two major portions - “customer recognition” and “basic information” in order to obtain: 1. location factors: surrounding areas and traffic, 2. service strategy of marketing, 3. service quality, 4. customer satisfaction, 5. improving methods and their mutual influences. The information processing methods comprise: 1. detail analysis, 2. narrative statistics analysis, 3. recurrence analysis, 4. single factor modification analysis.

According to the outcome of the research and its mutual relations, the recurrence analysis reveals that location affects the service strategy of marketing; the service strategy of marketing of the hotel and restaurant affects service quality; service strategy and service quality affect customer satisfaction. The modification analysis unveils that customer age, occupation, monthly income, counts of dinning affect marketing method, service quality, and customer satisfaction; customer age, numbers of visit, and reasons of visit also affect the degree of satisfaction toward surrounding traffic. This research concludes some limited information which can be used in further references.
目次 Table of Contents
第一章 緒論..................................................................1
第一節 研究背景. ..........................................1
第二節 研究動機 .................................................1
第三節 研究目的...........................................................2
第四節 研究步驟...........................................................2
第二章 文獻回顧...........................................................4
第一節 服務品質.....................................................4
第二節 行銷服務策略........................................................8
第三節 服務業組織管理..............................................15
第四節 服務作業管理系統.............................................22
第五節 顧客滿意..........................................................33
第六節 改善做法十構面................................................37
第三章 研究方法...........................................................40
第一節 研究設計與架構..................................................40
第二節 資料蒐集方法.......................................................42
第三節 資料分析方法....................................................43
第四章 個案公司介紹......................................................44
第一節 公司簡介............................................................44
第二節 組織架構及人力配置..........................................45
第三節 管理狀況 ..................................................47
第四節 公司配置圖.....................................................48
第五節 社區環境因素................................................50
第五章 訪談研究............................................................52
第一節 問卷設計............................................................52
第二節 樣本資料...........................................................52
第三節 整體經營面分析.................................................54
第四節 海景餐廳訪談結果與分析.................................57
第五節 西子灣沙灘會館住宿訪談結果與分析..............76
第六章 實證研究..............................................................92
第一節 問卷設計...................................................92
第二節 樣本資料....................................................92
第三節 海景餐廳問卷分析.........................................97
第四節 西子灣沙灘會館住宿問卷分析.......................108
第七章 研究結論與建議............................120
第一節 結論................................................120
第二節 研究建議.............................................129
第三節 研究限制...............................................133
參考文獻...............................................................134
附件................................................................138
參考文獻 References
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