影響顧客滿意與口碑傳播意向之研究—以花蓮溫泉旅館業為例

The Study of Antecedents of Consumer Satisfaction and Word-of-Mouth Intention: An Empirical Study of Hualien Hot Spring Hotels

林榮春(Jung-Chuen Lin) ； 邱天佑(Tien-You Chiu) ； 賴威成(Wei-Cheng Lai)

《顧客滿意學刊》 8卷2期 (2012/09) Pp. 271-301

https://doi.org/10.30066/JCS.201209.0005

摘要

近年臺灣溫泉自然及觀光資源為極力推展的產業，為業者帶來可觀的商機。溫泉旅館業除了留住舊客戶與開發新客戶之外，還面臨新進入者的強烈競爭。口碑普遍存在東方社會文化中，不僅提供商品資訊與意見交流的重要角色，也是影響業者行銷與消費者行為兩者的關鍵因素。本研究針對花蓮溫泉旅館，探討品質–價值–滿意–口碑之間的鏈結，並增加顧客正面情緒為前因變數之一，運用結構方程模式以瞭解各構念之間的因果關係。研究發現良好的服務品質可有效提昇顧客實用價值並進而提昇顧客滿意及口碑傳播意向，而顧客正面情緒對於享樂價值的正向影響大於實用價值。影響顧客滿意因素中，以實用價值的影響大於服務品質、享樂價值；在影響口碑傳播意向因素中，則是顧客滿意影響最大，其次是享樂價值，而實用價值影響最小。

關鍵字

溫泉 ； 服務品質 ； 實用價值 ； 享樂價值 ； 口碑傳播意向

並列摘要

In recent years, the natural and tourism resources of hot springs in Taiwan have become a popular industry which has brought considerable business opportunities. Word-of-mouth (WOM) generally exists in eastern social cultures. It not only plays an important role in terms of providing product information and comment exchange, but also is the key factor influencing the marketing of the firms and consumer behavior. This research focuses on hot spring hotels in Hualien and probes the connections among quality-value-satisfaction-WOM. We also include customer positive emotion as one of the antecedent variables and study the causality among different constructs by applying structural equation modeling. The research findings show that excellent service quality can effectively increase customer utilitarian value, customer satisfaction, and WOM intention. Customer positive emotion reveals more positive influence on hedonic value rather than on utilitarian value. Among the factors affecting customer satisfaction, the influence of utilitarian value is more significant, compared with service quality and hedonic value; among the factors affecting WOM intention, the influence of customer satisfaction is the most significant one, the second is hedonic value and the least is utilitarian value.

並列關鍵字

Hot Spring ； Service Quality ； Utilitarian Value ； Hedonic Value ； Word-of-Mouth Intention

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