在現今台灣觀光產業正蓬勃發展,尤其是規劃開放大陸觀光客來臺的政策,以及我政府秉持以「全球佈局、全方位行銷」理念行銷推廣臺灣觀光,也帶動對於整體觀光產業需求的增加。然而,人和人的直接互動是飯店業所不可獲缺的,服務人員與顧客互動中,可使顧客直接感受到個人化服務,可提供機器所無法處理的事物及給顧客的臨場反應及無形的服務。這也是國際觀光旅館業的核心價值所在。本研究以互動行銷觀點出發,探討國際觀光旅館業推行互動行銷對顧客滿意度的影響,並以人格特質與服務補救兩個做為干擾變數,探討對互動行銷與顧客滿意度關係之影響。 本研究之研究方式採驗證性方法,問卷調查方式進行,研究對象以互動行銷主題相配合之國際觀光旅館的顧客群為主,分別回收458份及398份有效樣本數,之後將各種指標所得訊息數量化,並以LISREL進行實證分析,研究結果多數假說被支持,證實在國際觀光旅館中,以顧客的觀點出發,這些互動行銷的方式將服務提供給與顧客接觸的每一個環節中,使其提升顧客滿意度,而將會為企業帶來競爭的優勢。而若顧客屬於內控人格特質,則在提供「服務人員」與「服務過程」中則能提高顧客滿意度。且在提供互動行銷之「服務人員」與「服務過程」中,服務發生疏失後,顧客會對其失去信心且滿意度等皆會下降,因此,透過服務補救的行動,可以使更多的顧客感到滿意。
Having a tourism industry of rapid economic growth in Taiwan, interaction between human and human, customer can directly feel the personal service. Service personal can provide that the machine can not to deal with an area of work, respond to customers and provide customers with intangible services. This study is based on the Interactive Marketing.In the international tourist hotel industry, the impact of interactive marketing on customer satisfaction. Personality traits and service recovery are two disturbance variables, explore between the impact of interactive marketing and customer satisfaction. This research method is adopted for validation, a questionnaire survey proceed to study the international tourist hotel customers . This paper used 458 and 398 received questionnaires to analyze it with LISREL and SPSS18.0. The result show that the fit between Interactive Marketing and Customer Satisfaction related to Personality Traits and Service Recovery.