溫泉會館顧客消費動機、滿意度與忠誠度之相關性研究

A Study on Tourist Motivation, Satisfaction and Loyalty of Hot Spring Resorts in Taiwan

陳璐芳(Lu-Fang Chen) ； 林淑萍(Shu-Ping Lin) ； 吳書瑩(Su-Ying Wu)

《中華管理學報》 8卷2期 (2007/06) Pp. 41-60

https://doi.org/10.30053/CHJM.200706.0003

摘要

本研究以台灣北部地區(包括台北市、台北縣、基隆、宜蘭及桃竹苗地區)溫泉會館為研究範圍，利用問卷調查方式取得有效問卷206份，資料回收後，利用結構方程模式進行分析發現：滿意度在拉力和忠誠度之間為部份中介變項，在推力和忠誠度之間為完全中介變項；更進一步利用多群體分析得到性別對推力、拉力動機、滿意度與忠誠度關係模式具有干擾效果，顯示女性消費族群若提升拉力動機或推力動機，則需透過滿意度因素而增加其忠誠度之程度將比男性消費族群高；男性消費族群若提升其推力動機則直接增加其忠誠度之程度將比女性消族群高；對於女性消費者而言，必須透過滿意度才能產生忠誠度；針對男性消費者，只要被吸引來會館消費則自然產生忠誠度。

關鍵字

溫泉會館 ； 消費動機 ； 滿意度 ； 忠誠度 ； SEM

並列摘要

The data of this paper was collected by self-administered questionnaire method in the hot spring resorts of the Northern Taiwan including five districts-Taipei county, Keelung county, Yilan county, Taipei city and the region containing the counties of Taoyuant, Hsinchu and Miaoli. We acquired the data by questionnaire and selected a hot spring resort from each district. A total number of 206 valid questionnaires were obtained. We then analyzed the data via SEM and found the satisfaction is an intermediary variable between pull motivation and loyalty, and it is a complete intermediary variable between push motivation and loyalty. Moreover, we utilized multiple group analysis to show that the gender difference results in moderating effects on push motivation, pull motivation, loyalty, and satisfaction. For female customers, the loyalty is produced through by the satisfaction. In contrast, the male customers may naturally produce loyalty as long as they are attracted to a hot spring resort.

並列關鍵字

hot spring resort ； motivation ； satisfaction ； loyalty ； SEM