中部溫泉區顧客滿意度與重遊意願之調查研究

A Survey Study on the Customer Satisfaction and Revisiting Intention in the Hot Spring Area of Central Taiwan

趙名玉(Ming-Yu Chao) ； 王俊明(Junn-Ming Wang) ； 張清源(Ching-Yuan Chang) ； 劉宜鑫(I-Hsin Liu)

《休閒觀光與運動健康學報》 1卷2期 (2011/03) Pp. 43-61

https://doi.org/10.29504/JLTSH.201103.0005

摘要

本研究的目的為：（一）探討中部四大溫泉區（泰安溫泉、谷關溫泉、廬山溫泉、東埔溫泉）的顧客滿意度和重遊概況。（二）探討不同背景變項（性別、年齡、婚姻狀態、平均月收入、居住地）的遊客在滿意度和重遊意願上的差異；（三）探討顧客滿意度對重遊意願的影響力。本研究以中部四大溫泉區406位遊客為研究對象，其中男性包括200位、女性包括206位。本研究使用工具為「顧客滿意度量表」和「重遊意願量表」。並將所蒐集的資料以描述統計、獨立樣本t考驗、單因子變異數分析、多元逐步迴歸分析進行探討。研究結果發現：（一）不同性別、年齡、婚姻狀況、平均月收入、居住地的遊客在顧客滿意度上有差異存在。（二）不同性別、平均月收入的遊客在重遊意願上有差異存在。（三）溫泉旅館的服務品質、服務設施、衛生與安全的滿意度可以有效地預測重遊意願。

關鍵字

溫泉旅館 ； 溫泉區 ； 顧客滿意度 ； 重遊意願

並列摘要

The purposes of this study were (1) to explore the customer satisfaction and revisiting profile in the hot spring area of central Taiwan (Taian, Guguan, Lushan and Tonpo); (2) to compare the differences of customer satisfaction and revisiting intention among backgrounds (gender, age, marriage, average income and habitation); (3) to explore the prediction of customer satisfaction on revisiting intention. There were 406 customers drawn from hot spring area of central Taiwan (200 males and 206 females). All the participants were administered with Customer Satisfaction Inventory and Revisiting Intention Inventory. The collected data were analyzed by descriptive analysis, t-test (independent), one-way ANOVA and Stepwise regression analysis. The findings were as follows: 1.There was difference of customer satisfaction with different gender, age, marriage, average income and habitation. 2. There was difference of revisiting intention with different gender and average income. 3. The satisfaction of service quality, service facility and safety/health factors could validly predict revisiting intention.

並列關鍵字

hot spring hotel ； hot spring area ； customer satisfaction ； revisiting intention