服務品質、關係品質與顧客忠誠度關係之研究－以北部地區溫泉旅館為例

The Relationship among Service Quality, Relationship Quality, Customer Loyalty: An Example of Hot Spring Resort in the North Area

林耀南(Yao-Nan Lin) ； 徐達光(Ta-Kuang Hsu)

《管理研究學報》 7卷2期 (2007/12) Pp. 285-313

https://doi.org/10.6626/MR.2007.7(2).05

摘要

溫泉為台灣重要的觀光資源，近年來隨著台灣經濟成長和消費能力的提升，泡湯已成為國人休閒時主要活動。因此本研究是以北部地區溫泉旅館產業為研究對像，探討在關係行銷策略下之服務品質、關係品質（信任、滿意、承諾）與顧客忠誠度之關係。本研究則利用問卷的方式來調查分析，以烏來、北投與礁溪三地之溫泉旅館消費者為調查對象。結果顯示北投地區的消費者對於溫泉旅館所提供服務品質中關懷性構面之知覺明顯高於烏來和礁溪的消費者，再進一步分析溫泉旅館之服務品質四構面對於消費者知覺之信任、滿意、承諾與忠誠度影響，結果顯示積極可靠性及有形性，對於信任、滿意、承諾與忠誠度最具影響力。最後本研究利用LISREL研究方法來分析服務品質、關係品質（信任、滿意、承諾）與顧客忠誠度之關係，並進一步以競爭模式討論關係品質中之「承諾」是否為重要之中介變項。結果發現七項假設均成立：(1)服務品質對顧客信任有正向的關係影響；(2)服務品質對顧客滿意有正向的關係影響；(3)服務品質對顧客承諾有正向的關係影響；(4)服務品質對顧客忠誠度有正向的關係影響；(5)顧客信任對顧客承諾有正向的關係影響；(6)顧客滿意對顧客承諾有正向的關係影響；(7)顧客承諾對顧客忠誠度有正向的關係影響。

關鍵字

溫泉旅館 ； 服務品質 ； 關係品質 ； 顧客忠誠度

並列摘要

This purpose of this study is to discuss the relationships among service quality, relationship quality (trust, commitment, and customer satisfaction), and customer loyalty in the hot spring resort industry. The study surveyed the tourists by questionnaires in the north hot spring areas, Pei-Tou, Wulai, and Jiaosi in Taiwan. According the results, it showed the tourists in Pei-Tou perceived higher empathy treatment than the tourists in Wulai, and Jiaosi. Also, two service quality dimensions, active reliability and tangibility, directly influence trust, commitment, satisfaction, and customer loyalty. Furthermore, Structural Equation Modeling (SEM) with LISREL computer program was used to investigate the model containing service quality, relationship quality, and customer loyalty. Also, the study discussed if ”commitment” is the mediator in the above structure. The results of this study suggested that: First, service quality had direct effect on trust, commitment, customer satisfaction, and customer loyalty. Second, trust had direct effect on customer satisfaction. Third, commitment had direct effect on the customer satisfaction. Fourth, customer satisfaction had significant direct effect on the customer loyalty.

並列關鍵字

Hot spring resort ； service quality ； relationship quality ； customer loyalty