汽車旅館服務品質與顧客滿意度對再宿意願影響之研究

The influence of service quality and satisfaction to the customers’ revisit intention of motels.

許峻哲(Chun-Che Hsu)

指導教授 ： 程瑞福

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所在職碩士班/碩士(2009年)

摘要

旅館是觀光產業鏈中重要的一環，無旅館即無觀光事業，近年來台灣汽車旅館如雨後春筍般蓬勃發展，已成為許多觀光客休閒、住宿的另類選擇與一大特色。本研究旨在藉由理論探討與實證研究，探討住宿顧客對個案汽車旅館服務品質、顧客滿意度與再購意願的現況。最後探討個案汽車旅館之服務品質、顧客滿意度對再宿意願之解釋力。
本研究研究對象為在桃園縣個案汽車旅館住宿之顧客，採取便利取樣方式，實施問卷調查法。根據調查所得有效問卷322份，以描述統計、單因子變異數分析、相關分析及迴歸分析等統計方法進行實徵資料分析，獲致如下結論與建議：
一、個案汽車旅館住宿顧客以女性較多、年齡以21~30歲居多、職業以服務業佔多數、平均月收入以30001~40000元居多、教育程度以大學最多。
二、人口統計變項中，性別在服務品質的可靠性上有顯著差異，尤其男性平均值高於女性，其他部分則未有顯示出差異。
三、人口統計變項中的性別、年齡、學歷、職業及每月平均收入，在整體滿意度上均並未達顯著差異。
四、服務品質中各構面與整體滿意度皆具有正相關。
五、服務品質中的「有形性」、「可靠性」及顧客滿意度，是影響住宿顧客再宿意願的主要因素。
本研究根據結果發現提出以下建議，作為經營實務之參考：重視與回應顧客不斷改變的需求；針對現場人員的服務作業進行再教育訓練；更新及維護設備以強化競爭力。

關鍵字

汽車旅館 ； 服務品質 ； 顧客滿意度 ； 再宿意願

並列摘要

Hotels play an important part in tourism industry. In other words, without hotels, there would be no tourism industry. In recent years, with the mushrooming of motels in Taiwan, they have become a leisure , alternative accommodation to a number of tourists, which is also a major feature in Taiwan.
It has been theoretically and empirically studied to explore the cases of the accommodation motel customer service, customer satisfaction and the current status of revisit intention. Finally, it has been discussed about the explanatory power of service case motel quality, customer satisfaction and the revisit intention.
The subjects of this study were customers sampled out at random in Taoyuan County . According to the survey, there were 322 valid questionnaires using the descriptive statistics, one-way ANOVA, correlation analysis and regression analysis methods, such as statistical analysis of empirical data, which are drawn to the conclusions and recommendations as follows:
1. Most of the case motel customers are female, 21 to 30 years old, working for service industry, college educated, and monthly paid NT$30,001 to NT$40,000 on average.
2. In demographic variables, sex in the reliability of service quality has significant differences, particularly in men than women on average, while other parts show no difference.
3. In demographic variables, sex, age, education, occupation, and the average monthly income don’t reach significant difference in both overall satisfaction .
4. Every dimension of the service quality is positively correlated with the overall satisfaction.
5. The service quality of “ tangible “ and “ reliability “ and customer satisfaction is the major factor to influence the intention of customers’ revisit.
Based on the results of this study, the following recommendations are made as a practical reference for business management : attention to and response to changing needs of our customers; re-education training services to staff ; update and of maintenance facilities to strengthen competiveness.

並列關鍵字

motel ； service quality ； customer satisfaction ； revisit intention

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