A Study of Comparison Three Approaches to Measurement of Customer Satisfaction for Resort Hotels

比較三種理論測量顧客滿意度─以台灣休閒渡假旅館為例

郭芳琪(Fang-Chi Kuo)

《休閒運動保健學報》 2期 (2011/12) Pp. 60-81

https://doi.org/10.6204/JRSHP.2011.02.05

摘要

顧客滿意是公司最重要的競爭因素和賺取利潤的重要指標，關係到公司的生存。本研究目的探討台灣的休閒渡假旅館顧客比較三種理論測量顧客滿意度進行研究分析。本研究應用顧客滿意度理論和測量模型，對休閒渡假旅館顧客以顧客滿意度五點量表、期望量表及重要程度量表，比較三種量表予以驗證取得最佳顧客滿意測量方式。針對四家休閒渡假旅館顧客為對象，運用便利抽樣方式進行問卷調查，顧客樣本總共收集了386份的顧客填答問卷，根據調查所得資料分析方法，以描述性統計、平均數分析、t-test檢定分析與因素分析。本研究結果和分析如下：一、顧客滿意度五點量表比期望量表及重要程度量表具有較高信度。二、在t-test的分析，從整體滿意度觀察，只有顧客滿意五點量表具有顯著性。三、在經過因素分析後，重新在用t-test分析來測試。其結果顯示顧客滿意度五點量表有強烈的顯著性。在本研究結論，顯示顧客滿意度五點量表是一個較佳的測量模式測量顧客滿意度。因此，顧客滿意度五點量表將可幫助台灣的休閒渡假旅館在未來改善參考依據，並且來留住更多的顧客。

關鍵字

顧客滿意 ； Disconfirmation理論 ； Barsky模式

並列摘要

Customer satisfaction is the most important competitive factors and one of the best indicators of a firm's profits. It is essential for a firm's survival. The purpose of this study is to compare three approaches to the measurement of customer satisfaction for resort hotels in Taiwan. It applies the customer satisfaction theories and measurement models to the resort hotel in Taiwan. It also attempted to find out which scale is better to measure customer satisfaction (i.e. five point satisfaction scale, expectation-met scale, or importance scale). By convenience sampling method, a total of three hundred and eighty-six customers in four resort hotels were surveyed. The Obtained data were then analyzed by descriptive analysis, mean score, factor analysis and t-test. The result and analysis:1. The five point satisfaction scale had a higher reliability score than other two scales2. In the T-test analysis, from overall satisfaction, expectation-met and important that only the satisfaction scale has significance with customer repurchase.3. In the factor analysis, the measuring instrument was reorganization to provide more measuring results. After the factor analysis, we were using the t-test analysis again. It shows that the five-point satisfaction scale had the strongest significance with the other two scales.In the conclusion shows that the five point satisfaction scales is a preferred method than Barsky's model (four scales of expectation-met and important scale). It may help the resort hotels in Taiwan to improve and maintain their customer for the future.

並列關鍵字

Customer Satisfaction ； Disconfirmation Theory ； Barsky's Model