包棟民宿的服務品質與回宿或推薦意願之關聯研究-以墾丁某民宿為例

墾丁的觀光資源相當豐富，恆春半島景點含二個保護區共有15個觀光景點，也帶來不少的觀光人潮，隨之民宿一家接著一家開，由於國人生活品質提高，對於住宿外觀、價值與服務品質等重視，若能利用墾丁本地資源來開創特色或有風格民宿，並提升整體住宿服務品質，應可增加顧客滿意度，遊客也亦能透過與民宿主人交流認識而體驗到不同的住宿方式。便能提高住客重回再宿之意願，同時建立民宿的高知名度亦能讓遊客再度回宿意願提高，因此如何突破住宿市場定位及維持住客的支持，服務品質的提高是墾丁民宿業者最值得探討的重要課題。本研究目的在探討墾丁地區住宿遊客之服務品質、顧客滿意度與回宿或推薦意願之關係。茲以信效度分析、問卷調查法及SWOT分析法為主要研究方法、同時以敍述性分析、迴歸分析、相關分析、因素分析等統計方法透過SPSS軟體進行資料分析。問卷調查的方式共發出220份問卷，回收102份有效問卷。經統計結果發現在服務品質重視程度方面，最高的為服務關懷性，其次為服務可靠性，最不重視為服務的回應性。研究結果發現服務品質會正向顯著影響顧客滿意度，而服務品質則會透過顧客滿意度正向顯著影響顧客回宿或推薦意願。

Keywords

民宿；服務品質；顧客滿意度；口碑推薦

Parallel abstracts

Kenting is rich in tourism resources. Hengchun Peninsula has two protected areas with 15 sightseeing spots, and it also brings a lot of tourist crowds. Following this, the hotel continues one after another. As the quality of life of the people improves, the appearance and value of the accommodation with the emphasis on service quality, if we can use Kenting local resources to create a characteristic or stylish bed and breakfast and enhance the overall quality of accommodation services, we should increase customer satisfaction. Visitors can also experience different accommodations through exchanges with owners. Guests will be able to increase the weight back and then places it wishes, while establishing a high-profile guesthouse also allows visitors to return once again places the will to improve, how to break through the accommodation market position and maintain guest support, service quality improvement is most Kenting guesthouse owners an important topic worth exploring. The purpose of this study is to explore the service quality, customer satisfaction and return of accommodation tourists in Kenting area. The relationship between accommodation or referral willingness. It is based on reliability and validity analysis, questionnaire survey and SWOT analysis. To study methods, at the same time, use narrative analysis, regression analysis, correlation analysis, factor analysis and other statistical methods to analyze data through SPSS software. The questionnaire survey sent a total of 220 questionnaires, and 102 valid questionnaires were recovered. According to the statistical results, the highest degree of attention to service quality is service care, followed by service reliability, and least attention to service responsiveness. The results of the study found that service quality will positively affect customer satisfaction, while service quality will positively impact customer acceptance or recommendation intentions through customer satisfaction.