民宿經營型態對服務品質、顧客滿意度與忠誠度之影響研究─以花蓮地區為例

The Influence of the B&B Operating Styles on Service Quality, Customer Satisfaction and Loyalty—The Case Study of Hualien Area

蔡易霖(Yi-Lin Tsai)

指導教授 ： 謝博明

長榮大學/管理學院/土地管理與開發學系(所)/碩士(2010年)

https://doi.org/10.6833/CJCU.2010.00146

摘要

近年來，隨著花蓮地區民宿產業迅速且蓬勃的發展下，眾多業者不斷投入經營市場，使得整個花蓮地區民宿市場競爭相當激烈，其經營型態也從以往的一般經營逐漸轉向專業且多元化的經營。因此，本文主要考量花蓮地區民宿的地區位置與經營特色等分類標準，將民宿區分為鄉村體驗型、景觀特色型與市區機能型三種型態，探討其不同型態民宿之經營概況，並進一步瞭解不同民宿經營型態對服務品質、顧客滿意度及忠誠度的差異情形與相互影響關係。
其實證結果顯示，不同型態民宿在經營管理現況與方式其差異情形並不明顯，但受到平日假日以及旅遊淡旺季的影響，不同型態民宿的住房率與平均月收入會產生明顯的落差，且不同型態民宿之經營者認為所強調的經營優勢與經營困境會依其不同經營型態而有所不同。再者，不同型態民宿之服務品質皆為影響顧客滿意度與忠誠度不可或缺的先備條件，其顧客滿意度會直接影響到顧客忠誠度的反應，而服務品質亦會反應在顧客忠誠度。此外，選擇鄉村體驗型與景觀特色型民宿之投宿顧客對其業者所強調之經營優勢的認同度較佳，而選擇市區機能型民宿之投宿顧客對於業者所強調之經營優勢的感受較不明顯，業者需設法有效突顯其經營之優勢，但整體來說不同經營型態民宿經營者所強調的優勢普遍均有受到投宿顧客的認同。
因此，本文建議不同型態民宿經營者皆應注意本身的服務品質以及所提供服務是否符合顧客需求，加強服務品質與提升顧客滿意度將有助於提高投宿顧客對該民宿的忠誠度。此外，若不同型態民宿之經營者若能更深入明確掌握投宿顧客的喜好及需求，並有效提升自身經營優勢與特色等，且提供給投宿顧客有別於一般的住宿體驗，才能在競爭激烈的民宿業脫穎而出，將更有利不同型態之民宿未來之經營。

關鍵字

民宿 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 結構方程式

並列摘要

In recent years, the Bed and Breakfast (B&B) industry in Hualien has rapidly been growing, due to an increase in the recreational activities in Taiwan. Therefore, a large number of people have been involved in the B&B market which has led a highly competitive market. The operation of B&B hotels has turn to more professional. This study classifies the B&B hotels into three categories as country experiment, scenery and city function types on the basis of B&B’s operation characteristics and locations. Then this study analyzes different types of B&B’s service quality, customer satisfaction and loyalty.
The empirical results show that there is no significantly difference regarding B&B’s operation and management among different types of B&B. However, in all three types of B&B, there are significant gaps of occupancy rate and revenues between hot seasons or not. In all three types of B&B, the customer satisfaction has a direct effect on customer loyalty; service quality also has a direct impact on customer satisfaction. In addition, customers have higher recognitions to operation and management of country experiment and scenery B&Bs than those of city function B&Bs. In general, the advantages of B&B’s operation in all three different types are agreed by most of their customers.
This study also suggests that the B&B’s operators should enhance their B&B’s service quality in order to match the customer’s demand. The improvement of B&B’s service quality would help increase in the customer’s satisfaction and loyalty. Furthermore, the operators of different types of B&Bs should effectively understand customers’ preferences and needs in order to provide unique services and experiences to customers as well as potential customers, and so to have outstanding reputations in the highly competitive market.

並列關鍵字

Bed and Breakfast ； Service Quality ； Customer Satisfaction ； Customer Loyalty ； Structural Equation Model

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