汽車旅館服務品質與消費者滿意度之研究─以新竹地區A汽車旅館為例

近數十年來台灣經濟迅速成長，加上政府實施週休二日，國人開始注重休閒娛樂，故旅館業在觀光休閒產業中佔有不容小覻的地位，業者與日俱增，而服務品質的優劣成為消費者滿意度的重要因素。本研究旨在新竹地區A汽車旅館服務品質與消費者滿意度之研究，針對至A汽車旅館消費者進行樣本收集，共發放400份問卷調查表，實際有效回收問卷為385份，有效回收率為96.25%。研究結果發現消費者整體滿意度具有相當認同的感受，而不同年齡的消費者在「服務態度」、「關懷性」服務品質上具有顯著差異情形、服務品質各個構面與消費者滿意度呈現中高程度的正向影響。

關鍵字

汽車旅館；服務品質；消費者滿意度

並列摘要

In recent years, Taiwan's economy has grown rapidly. With the government's implementation of the two-day break, people have begun to focus on leisure and entertainment. Thus, the hotel industry is reckoned with the tourism and leisure industry. Consequently, service quality has become the important factor of consumers' satisfaction. The purpose of this research is to study the service quality and consumer satisfaction of A Motel in Hsinchu District. The actual effective recovery questionnaires were 385 of 400 questionnaires, and the effective recovery rate was 96.25%. The result shows that the ＂reliability＂ is the best, and different ages in the ＂reliability＂, ＂care＂ service quality have significant differences. The various facets of service quality and consumer satisfaction have a high degree of positive correlation.