澎湖地區民宿的服務品質、顧客滿意度及忠誠度之關係研究

The Relationship among Service Quality, Customer Satisfaction and Customer Loyalty of B&B in Penghu Area

陳甦彰(Su-Chang Chen) ； 陳俊宏(Chun-Hung Chen) ； 李淑梅(Shu-May Lee)

《運動休閒餐旅研究》 4卷4期 (2009/12) Pp. 178-198

https://doi.org/10.29429/JSLHR.200912_4(4).09

摘要

澎湖的觀光資源相當豐富，但澎湖民宿住宿品質卻爲人所詬病，如何提高服務品質已成爲澎湖民宿業者重要課題，民宿業者若能利用澎湖本地資源開創特色或建立風格，提升整體住宿品質，應可增加顧客之滿意度，提高旅客重遊之意願，建立民宿的品牌忠誠度。本研究之目的乃在探討澎湖地區民宿之服務品質、顧客滿意度及忠誠度之關係，本研究以投宿於澎湖合法民宿的遊客爲研究對象，以問卷調查的方式共發出500份問卷，回收420份有效問卷，有效回收率爲84%。經統計結果發現在服務品質重視度方面，最高的爲回應性，其次爲可靠性，最不重視爲保證性。經結構方程式(LISREL)分析後發現服務品質會正向顯著影響顧客滿意度；而服務品質則會透過顧客滿意度正向顯著影響顧客忠誠度。

關鍵字

民宿 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The resources of tourism are plentiful in Penghu area, but the quality of accommodation lodges are denounced by tourists. If Bed & Breakfast (B&B) owners can utilize the unique tourism resources in Penghu area and create distinguishing features of their own style and upgrade the quality of service, it will increase their customer satisfaction and revisit intention and the loyalty to B&B brand name. The purpose of this study is to explore the relationship among service quality, customer satisfaction and customer loyalty of B&B in Penghu area. This study selected customers who stayed in legal B&B as research population. In order to reach the research purpose, the questionnaire survey was conducted. There were 500 questionnaires distributed to the B&B visitors, only 420 of them were replied, the available retrieved rate was 84%. The results found are listed as follows: among the factors of service quality, the foremost factor that the customers pay most attention to is the response to their requests, the second factor is the reliability, the most neglected factor is the assurance. Through the LISREL analysis, the service quality has positive effect on customer satisfaction. The service quality will positively affect customer loyalty through customer satisfaction as a mediator.

並列關鍵字

Bed and Breakfast B&B ； Service Quality ； Customer Satisfaction ； Customer Loyalty

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