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博碩士論文 etd-0629104-223509 詳細資訊
Title page for etd-0629104-223509
論文名稱
Title
休閒旅館客房服務品質之顧客滿意度研究-以關子嶺統茂溫泉會館為例
Customer Satisfaction towards the Room Service Quality of Resort Hotels:A Case Study of Guan-zi-ling Toong Mao Spa 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
115
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
2004-06-10
繳交日期
Date of Submission
2004-06-29
關鍵字
Keywords
顧客滿意度、顧客忠誠度、休閒旅館、服務品質
service quality, resort hotel, customer loyalty, customer satisfaction
統計
Statistics
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中文摘要
在全球的經濟發展中,先進國家的服務業之產值佔GDP之比重大多已超過60%。近年來台灣地區服務業也蓬勃發展,依行政院主計處2002年統計資料顯示,服務業的生產毛額為全部產業的67.0%,由此可見,服務業在國家經濟發展的重要性。根據世界觀光組織2000年版的分析報告指出,「觀光」已成為許多國家賺取外匯的首要來源。在全球各國的外匯收入中,約有8%來自觀光收益,足見以提供住宿、餐飲、休閒、娛樂等功能之觀光旅館業,為深具發展潛力之服務產業。本研究以關子嶺統茂溫泉會館之房客為對象,探討休閒旅館客房服務品質之顧客滿意度研究。實際發放出去的問卷共440份,回收233份(回收率52.96%),有效問卷222份(有效回收率50.46%)。
資料經信度分析、描述性統計分析、差異分析與相關分析後,得到以下結果:
(1)顧客對選擇休閒旅館之因素以房務服務構面為主,其中以對被單、毛毯、枕頭清潔乾淨;對客房環境與設備清潔乾淨;對客房與浴室設備功能良好;對浴室環境與設備清潔乾淨;對客房與浴室備品擺放整齊且充足等項目更為重視。
(2)教育程度、職業、家庭所得在期望服務重視程度總機服務構面有顯著差異;年齡、家庭所得、居住地點在期望服務重視程度訂房服務構面有顯著差異;年齡、職業、居住地點在期望服務重視程度櫃檯服務構面有顯著差異;居住地點在期望服務重視程度服務中心構面有顯著差異;職業、家庭所得、居住地點在期望服務重視程度房務服務構面有顯著差異。
(3)年齡、居住地點在實際感受滿意程度總機服務構面有顯著差異;教育程度、家庭所得在實際感受滿意程度訂房服務構面有顯著差異;職業在實際感受滿意程度櫃檯構面有顯著差異;職業、家庭所得、居住地點在實際感受滿意程度服務中心構面有顯著差異;年齡、居住地點在實際感受滿意程度房務服務構面有顯著差異。
(4)年齡、職業、居住地點在服務品質整體滿意度有顯著差異;年齡、教育程度、職業、家庭所得在顧客忠誠度有顯著差異。
(5)關子嶺統茂溫泉會館顧客滿意度與顧客忠誠度彼此間具有顯著性相關。
最後提出具體建議供業者、觀光行政機關及後續研究參考。
Abstract
In the global economic development, mostly, the output values of the service industries in advanced countries have accounted for more than 60% of the GDP. In recent years, owing to the prosperous development of the service industry in Taiwan, according to the statistics of Directorate General of Budget Accounting and Statistics, Executive Yuan, in 2002, the GDP of service industry has accounted for 67.0% of that of the entire industries. This speaks for the importance of service industry in national economic development. According to the analysis of the World Tourism Organization for 2000, “tourism” has become the primary source of many countries in earning foreign exchange. In terms of the foreign exchange earnings of the countries over the world, tourism income has accounted for 8% of the said earnings. This indicates that the tourist hotels industry which provides the functions such as accommodation, food & beverage, recreation, and entertainment could be considered the service industry with great developmental potentiality. The guests of Guan-zi-ling Toong Mao Spa Resort were invited to participate in this research survey for investigating the customer satisfaction towards the room service quality of resort hotels. Totalizing 440 questionnaires were sent out, and 233 returned (a response rate of 52.96%), from which 222 were valid (a valid response rate of 50.46%).
After analyzing the data with reliability analysis, descriptive statistics, difference analysis, and correlation analysis, the following findings were concluded:
(1)Room service is taken by the guests as the major factor in choosing resort hotels, among which the cleanness of bed sheet, blanket, and pillow; the cleanness of guestrooms environment and facilities; the facilities functions of guestrooms and baths; the cleanness of bath environment and facilities; and the neatness and sufficiency of guestrooms and baths facilities are especially valued.
(2)There are significant differences in the expected service valued by various guests towards different dimensions: the guests of various education levels, occupations, and family incomes towards the operator; the guests of various ages, family incomes, and places of dwelling towards room reservations; the guests of various ages, occupations, and places of dwelling towards front desk service; the guests from various places of dwelling towards service center; and the guests of various occupations, family incomes, and places of dwelling towards room service.
(3)There are significant differences in the perceived satisfaction of various guests towards different service dimensions: the guests of various ages and places of dwelling towards the operator; the guests of various education levels and family incomes towards room reservations; the guests of various occupations towards front desk service; the guests of various occupations, family incomes, places of dwelling towards service center; and the guests of various ages and places of dwelling towards room service.
(4) There are significant differences in the guests of various ages, occupations, and places of dwelling towards the entire satisfaction of service quality; and in the entire customer loyalty of the guests of various ages, education levels, occupations, and family incomes.
(5) There are significant relations between the customer satisfaction and customer loyalty of Guan-zi-ling Toong Mao Spa Resort.
Finally, concrete suggestions were proposed as the references for the business, administrative organizations of tourism, and follow-up researches.
目次 Table of Contents
表目錄 III
圖目錄 V
第一章 緒論...............................................1
第一節 研究背景與動機.....................................1
第二節 研究目的...........................................4
第三節 研究範圍與對象.....................................4
第四節 研究流程...........................................4
第二章 文獻探討...........................................6
第一節 旅館產業...........................................6
第二節 服務品質..........................................14
第三節 顧客滿意度........................................29
第四節 服務品質與顧客滿意度相關研究......................34
第五節 旅館服務品質與顧客滿意度相關研究..................38
第六節 統茂休閒旅館個案簡介..............................41
第三章 研究方法..........................................43
第一節 研究架構..........................................43
第二節 研究假設..........................................44
第三節 研究工具..........................................44
第四節 資料分析方法......................................50
第四章 資料分析與結果....................................51
第一節 樣本特性分析......................................51
第二節 期望服務重視程度與實際感受重視服務滿意程度之分析..56
第三節 不同背景顧客對期望服務各構面之差異分析............60
第四節 不同背景顧客對感受服務各構面之差異分析............72
第五節 期望服務重視程度與實際感受服務滿意程度差距探討....85
第六節 不同背景顧客對服務品質整體滿意度之探討............92
第七節 不同背景顧客對顧客忠誠度之分析....................95
第八節 客房服務品質整體滿意度與顧客忠誠度之分析.........100
第五章 結論與建議.......................................102
第一節 結論.............................................102
第二節 建議.............................................103
第三節 研究限制與對後續研究的建議.......................105
參考文獻.................................................106
一、中文部分.............................................106
二、英文部分.............................................108
三、網路資料部分.........................................110
附錄.....................................................111
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三、網路資料部份
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