民宿口碑傳播之研究：互動品質、服務品質、滿意度之關係

A Study on Word-of-Mouth Communication in Bed and Breakfast: The Relationships among Interaction Quality, Service Quality and Satisfaction

莊竣安(Chun-An Chuang) ； 林士傑(Shih-Chieh Lin) ； 吳宗瓊(Tsung-Chiung Wu)

《餐旅暨觀光》 9卷3期 (2012/09) Pp. 133-149

https://doi.org/10.6572/JHT.9(3).2

摘要

民宿以主客之間的交流互動為其經營特色，遊客亦能透過與民宿主人交流認識而體驗到有別於傳統旅館之住宿體驗。然而，近來民宿開始出現旅館化之現象，逐漸喪失傳統民宿強調之經營特色，而遊客對於不同型態民宿之評價是否相同是值得探討之議題。此外，若民宿主人能積極與遊客產生良好互動關係，主動與遊客進行溝通，是否越能滿足遊客內心的需求而得以提升遊客對於民宿整體服務、滿意度之評價？而以民宿行銷管理而言，民宿消費者間的相互推薦為影響遊客住宿的最主要原因之一，故可知口碑的建立對於民宿的長久經營而言是非常重要的。爰此，本研究除比較遊客對於傳統式民宿與旅館式民宿各方面評價之差異，並進而以結構方程模式探討民宿互動品質對於消費者口碑推薦之重要性，並分析互動品質、服務品質、滿意度三者相互關係及其對口碑推薦之相對解釋能力。結果顯示，住宿於傳統式民宿之遊客對於互動品質、個別關懷之感受及口碑推薦意願明顯高於住宿於旅館式民宿者；最終結構方程模型亦指出互動品質對於消費者口碑推薦意願具有最大的影響效果，並會影響消費者對於民宿整體服務、滿意度之評價。

關鍵字

民宿 ； 口碑 ； 互動品質 ； 服務品質 ； 滿意度

並列摘要

Bed and breakfast features communication and interaction between the host and the customer. The chance to develop familiarity with the host will bring to the traveler an accommodation experience that is very different from staying in a conventional hotel. In recent years, however, bed and breakfast gradually become more and more like hotels so that their traditional feature of operation disappears in the process. Thus, it is worthwhile examining whether different types of bed and breakfast receive the same ratings from travelers, and whether the host's active interaction and communication with the travelers can fulfill their unspoken needs and thus improve their rating on the overall service and satisfaction. In terms of marketing management of bed and breakfast, the former customers' recommendation always affect travelers' decision on the choice of accommodation. In other words, the establishment of good reputation based on the word of mouth is very important for the operation of bed and breakfast to last. Therefore, this study compares the difference between customers' ratings on traditional bed and breakfast and hotel-like bed and breakfast on various aspects. The structural equation modeling (SEM) is further used to assess how importantly the host-traveler interaction can affect the word-of-mouth recommendations among customers. It also analyzes the correlation among interaction quality, service quality and satisfaction as well as the relative explanatory power thereof on word-of-mouth recommendation. The result shows that, compared with hotel-like bed and breakfast, customers have higher ratings and willingness of making word-of-mouth recommendations on the interaction quality and the individual care in traditional bed and breakfast. At last, the structural equation modeling reveals that the interaction quality exerts the maximal influence on customers' word-of-mouth recommendation and affects customers' rating on the overall service and satisfaction of bed and breakfast.

並列關鍵字

Bed and Breakfast ； Word of Mouth ； Interaction Quality ； Service quality ； Satisfaction

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