本研究應用多項羅吉特模型(Multinomial Logit Model, MNLM)分析溫泉區旅館服務品質對消費支出的影響,期能幫助業者依據本身的資源條件回應顧客真正的需求品質,以提供溫泉旅館業者擬定經營策略與提升服務品質之重要參考。本研究首先建立溫泉旅館之服務品質衡量模式,探討遊客對於溫泉旅館之期望服務與實際感受服務的水準差異,再以多項羅吉特模型分析溫泉區旅館服務品質對消費支出的影響。研究結果顯示溫泉旅館服務品質的「健康關懷」、「設施環境」及「心靈分享」構面會顯著影響消費支出,同時依據研究結果提出中部地區溫泉旅館業者提升服務品質的可行方案。
This study applied the multinomial logit model to analyze the interrelation between consumption and service quality of the hot spring hotel industry. Recognizing customer's real demands on service quality, this study aimed to provide strategies and suggestions on management and quality improvement. Taking the hotels in hot spring areas of central Taiwan as an example, this study established a scale to measure the service quality of the hotels. The t-test on customer's expected and perceived service was conducted, and the result showed a significant difference. Hence, we applied the multinomial logit model to analyze the effects of service quality on consumption in the hot spring hotel industry. The result of this study shows that three of the four service dimensions have significant effects on consumption; they are ”caring” ”facility,” and ”mental stimulus”. Accordingly, this study also provides some suggestions for the hotel managers to enhance their service quality.