觀光休閒產業已成為國家發展重要策略性產業,旅館業若能運用關係品質則可有效增加顧客再度光臨的意願。因此,本研究探討影響國際觀光旅館關係品質之各項主要因素,以及國際觀光旅館之關係品質對顧客行為意圖的影響,並且比較不同經營型態之「國際觀光旅館」與「個人特質」對顧客行為意圖之差異性。本研究以台北市台北晶華酒店、台北君悅大飯店、台北喜來登大飯店及台北亞都麗緻大飯店四間不同經營型態之國際觀光旅館,使用封閉式問卷,採立意抽樣法進行實徵研究。研究結果發現:(1)「關係營造」對「關係品質」有顯著正向影響;(2)「關係品質」對「行為意圖」有顯著正向影響;(3)「關係營造」必須透過「關係品質」之中介變項才會對「行為意圖」產生影響;(4)不同國際觀光旅館,行為意圖中之「口碑」有顯著差異;(5)除了「月收入」之外,顧客之個人特質對於行為意圖無顯著的差異。
In the hotel industry, customers would be encouraged to come again if the use of relationship quality can be applied. The study aims to investigate related factors affecting the relationship quality of international tourist hotels as well as relationship quality of international tourist hotels and its impact toward customer behavior intention. Furthermore, this study also compared different operation types "international tourist hotels" and "personal traits " of the differences in customer behavior intention. The study adopted closed questionnaire and purposive sampling to research Grand Formosa Regent Taipei, Grand Hyatt Taipei, Sheraton Taipei and The Landis Taipei four different operation types international tourist hotels in Taipei. The results indicated that:(1)“relationship building”is a positively significant effect on“relationship quality”;(2)“relationship quality” is a positively significant effect on “behavior intention”;(3)“relationship building” will cause significant impact on“behavior intention”through“relationship quality”;(4)“word of mouth”is significantly different within behavior intention in different international tourist hotels;(5)In addition to "monthly income", the customer behavior intention for the personal traits of the differences was not significant.