新北投地區溫泉旅館服務品質與遊客購後行為之研究

The Study on the Relationship between Service Quality and Customers’ Post-purchase Behavioral Intentions of Hot Spring Hotels in Xinbeitou, Taipei

宋欣雅(Hsin-Ya Sung)

指導教授 ： 朱文增

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/碩士(2003年)

摘要

在週休二日實施及國內旅遊風行之下，泡溫泉成為促進健康的熱門休閒活動。新北投地區位於台北都會區近郊，捷運新北投支線通車後，交通便利性與可及性提高，溫泉相關產業興盛，可說是開發相當完全的溫泉遊憩區。溫泉旅館主要功能在於提供能夠滿足遊客休閒遊憩與住宿需求的各項軟、硬體設施，服務項目趨向多元化，包括住宿、餐飲、溫泉、健身、娛樂等，屬於綜合性的服務產業。
溫泉熱方興未艾，服務品質卻參差不齊。本研究旨在探討新北投地區溫泉旅館的服務品質與遊客的購後行為意向，希望藉由研究結果與建議提供溫泉旅館業者作為強化服務品質的參考。本研究參考PZB（1985）提出的服務品質概念模式，將服務品質視為消費者對服務的期望與認知兩者間的差距。服務品質衡量方式採用BCP（1993）的無差距分數評量模式，直接調查遊客心中期望服務與認知服務之間的差距。接著利用信度分析、因素分析萃取服務品質因素構面，並利用t檢定、單因子變異數分析、Pearson相關分析、迴歸分析、典型相關、集群分析、區別分析、卡方檢定等統計方法，探討遊客的人口統計變項、溫泉消費行為、服務品質評價、服務整體評價與購後行為意向之間的關係。研究結果主要發現如下：
1.新北投地區溫泉旅館的服務品質構面可分為有形性、形象與空間規劃、
可靠與反應性、保證性四構面。
2.新北投地區溫泉旅館遊客的購後行為意向可分為忠誠與付出更多、抱怨
反應、移轉行為三構面。
3.人口統計變項不同的遊客對於服務品質評價有顯著差異。
4.溫泉消費行為不同的遊客對於服務品質評價有顯著差異。
5.服務品質評價與服務整體評價有顯著相關。
6.服務品質評價與購後行為意向有顯著相關。
7.服務整體評價與購後行為意向有顯著相關。

關鍵字

溫泉旅館 ； 服務品質 ； 購後行為意向

並列摘要

The implementation of two-day weekend and advocacy of local tourism have contributed to hot spring as a means of health promoting recreation. Xinbeitou is located in the northern border of Taipei Metropolitan area, and the formal operation of MRT Xinbeitou Line raises the convenience and accessibility. The Xinbeitou had made rapid progress in hot spring industry in recent years, and it had been developed into a hot spring recreational area. Hot spring hotel can satisfy the customers’ leisure and lodging demands by its software and hardware facilities and supply diversity of service including lodging, food and beverage, hot spring, fitness and entertainment etc. It is a composite service business.
Because of the upsurge of interest in hot spring, the proprietors of hot spring hotels in Xinbeitou are under the high pressure of competition. This study is designed to understand the relationship between service quality and customers’ post-purchase behavioral intentions of the hot spring hotels in Xinbeitou. According to the study outcomes, some concrete suggestions were made as references for hot spring hotel business to improve service quality.
Firstly, based upon the framework of ‘‘Conceptual model of service quality” provided by Parasuraman, Zeithmal and Berry (1985), the thesis defines service quality as a gap between consumers’ expected service and perceived service. Secondly, the thesis adopted“Non-difference score measurement”（Brown, Churchill and Peter,1993） to measure the gap between consumers’ expected service and perceived service directly. Third, factor analysis is used to verify the dimensionality of overall service quality. In order to analyze the relationship among the variables of customers’ population statistics, hot spring consumption behavior, service quality evaluation, total service evaluation, post-purchase behavioral intentions, the data was analyzed through descriptive statistical analysis, t-test, chi-square analysis, One-Way ANOVA, Pearson’s correlation coefficients, regression analysis, canonical correlation, cluster analysis, and discriminant analysis.
Finally, the major results in this research are summarized as follows：:
1.The service quality of hot spring hotels in Xinbeitou
included four important dimensions：Tangibles, image and
space planning, reliability and responsiveness, assurance.
2.The customers’ post-purchase behavioral intentions of hot
spring hotels in Xinbeitou included three dimensions：Loyalty
and pay more, complaint, switch.
3.The variables of customers’ population statistics showed
significant difference in the customers’ service quality
evaluation.
4.The variables of customers’ hot spring consumption behavior
showed significant difference in the customers’ service
quality evaluation.
5.There was significant correlation between the customers’
service quality evaluation and
total service evaluation.
6.There was significant correlation between the customers’
service quality evaluation and post-purchase behavioral
intentions.
7.There was significant correlation between the customers’
total service evaluation and post-purchase behavioral
intentions.

並列關鍵字

hot spring hotel ； service quality ； post-purchase behavioral intentions

參考文獻

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