台東地區溫泉旅館顧客的服務品質滿意度認知與忠誠度之研究

A Study of Customers' Service Quality Perception and Loyalty on Hot Spring Hotel in Taitung Area

張家銘(Chia-Ming Chang) ； 柯佩儒(Tei-Lu Ko)

《運動知識學報》 5期 (2008/09) Pp. 208-219

https://doi.org/10.29596/BGYY.200809.0019

摘要

本研究目的在驗證台東地區溫泉旅館顧客的服務品質認知與忠誠度之間因果模式關係。以隨機抽樣方式從台東市地區43家溫泉旅館中選譯15家作為施測對象。施測對象是以方便取樣（隨機偶遇方式）從每一家溫泉旅館施測30位顧客，共計發出450份問卷。問卷回收得有效問卷392份，經統計分析結果顯示：（一）顧客背景變項中僅年齡變項在服務品質滿意度達顯著性差異；而在忠誠度上婚姻與年齡等變項達顯著性差異。（二）溫泉旅館顧客的服務品質滿意度對忠誠度之影響分析，結果發現服務品質滿意度會顯著正向影響忠誠度。（三）服務品質滿意度各構面對忠誠度之預測分析，發現四個預測變項對忠誠度皆有顯著預測力，此迴歸模型對忠誠度具有54%的解釋力。根據結果本研究提出一些建議將可應用於台東地區溫泉旅館及未來相關研究作參考。

關鍵字

溫泉旅館 ； 服務品質滿意度 ； 忠誠度

並列摘要

The purpose of this research was to verify the cause and effect relationship of customers' service quality perception and loyalty on hot spring hotel in Taitung Area. Fifteen hot spring hotel were randomly selected from a pool of forty free hot spring hotel in Taitung area. The 30 subjects was used convenient sampling method from each hot spring hotel and the total 450 questionnaire were distributed to all hot. spring hotels. 392 valid questionnaires were collected. After statistical analysis, yhe results showed that: 1. The age of beckground variances of customs was significant difference in satisfaction of services quality and marry status and age were significant difference in loyalty. 2. The satisfaction of services quality was significant positive influence loyalty 3. Four dimentions of satisfaction of services quality were significant predict loyalty, the regression model can explain 54% variance of loyalty. Base on these finding, this study refer some suggestions that will apply to the hot spring hotel administrations and the researchers for reference.

並列關鍵字

hot spring hotel ； the satisfaction of services quality ； loyalty