服務品質、知覺價值、忠誠度與多樣化搜尋因果關係之研究：以溫泉旅館為例

The Casual Relationship among Service Quality,Perceived Service Value,Loyalty and Variety Seeking: Case of Hot Spring Hotel

許偉良(Wei-Liang Hsu)

指導教授 ： 黃恆奬

國立臺灣大學/管理學院/國際企業學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00920

摘要

本研究藉由對住宿與購買泡湯服務的遊客進行調查分析，以獲得溫泉休閒旅館遊客之知覺犧牲成本、服務品質、服務價值、顧客滿意度、消費者行為意願、顧客忠誠度、口碑效果與多樣化搜尋之間的關係。現代的服務業行銷皆是以消費者的需求為依歸，本研究由消費者方面進行研究。儘管國內外的文獻研究裡，知覺價值模式與服務品質對於顧客忠誠度與再購意願的影響研究著墨甚多，但整體模式仍有釵h值得更深入探討的地方，特別是針對個別的產業所衍生的特殊影響因素之納入。本研究建構服務品質與認知價值模式並探討其對溫泉泡湯遊客再消費意願的影響。特別的是，本研究加入知覺非貨幣價格，同時探討遊客再消費意願與忠誠度對多樣化搜尋之影響，這點可以幫助經營者進行切確經營方向與行銷方案的選擇。
本研究利用LISREL統計檢定分析來了解各構念之間的相關關係，以提供經營者在未來擬定發展策略與經營管理的參考，在消費者層面及改善旅館軟、硬體設施之方向。重要研究結論如下：
1.當溫泉休閒旅館定位於豪華的市場區隔時，消費者的知覺犧牲成本和認知服務價值會呈現正向關係。
2.在溫泉旅館的消費者知覺價值模式裡，消費者主要是藉由認知服務品質透過顧客滿意度影響再購行為意向。
3.遊客的顧客忠誠度在各具特色的溫泉休閒旅館，表現於正面口碑宣傳的支持傾向。
4.在中高價位溫泉旅館消費的遊客，為了減少未來品味改變的不確定性，必須產生多樣化搜尋的行為。

關鍵字

知覺價值、服務品質、顧客滿意度 ； 忠誠度 ； 多樣化搜尋 ； LISREL ； 溫泉旅館

並列摘要

The study examines the relationship among service quality, perceived service value, perceived sacrifice, customer satisfaction, behavioral intention, customer loyalty, word-of-mouth and variety seeking by investigating the purchase of hot spring spa service and hot spring resort hotel. Modern marketing of service industry attributes to the demand of customers. Therefore, the study focuses on the customer aspects. Though issues on”how perceived service value and service quality affects customer royalty and repurchase intention” have been widely discussed, there are still issues worthy further research, especially the derivative factors in individual industries. Hence, the study explores a model that elucidates how service quality and perceived service value affect customers in the repurchase of hot spring service. Especially deserve to be mentioned is that the study also makes further investigation about non-monetary perceived price. In addition, exploring how customer repurchase intention and royalty affect variety seeking as well. This explication may give corporate and managers some suggestions in making marketing program decisions.
The study establishes a model to examine the relationship between each construct built in this study by LISREL. The study is to provide references to hot spring hotel managers in making future strategy decision and improving the hot spring resort service to customers. The following is the main conclusion in the study:

1. When the hot spring resort hotel is positioning in luxury segment, there is positive relationship between perceived sacrifice and perceived service value.
2. In the perceived service value model of hot spring resort hotel, the factor to affect customer repurchase intention is mainly through perceived service quality which is determined by customer satisfaction.
3. Among the various kind of hot sprig resort hotel, the royalty of customers expresses in the positive Word of Mouth behavioral intention.
4. The customers positioned in middle or high price level tend to make variety seeking behavior to reduce the uncertainty of the change of their taste.

並列關鍵字

variety seeking ； customer satisfaction ； royalty ； service quality ； perceived service value ； LISREL ； hot spring resort hotel

參考文獻

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