消費者對飯店餐券購買因素的重要度與滿意度分析

Important and satisfaction analysis on the purchasing factors of customer buying hotel meal vouchers

林筱雯(HSIAO-WEN LIN)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

本研究目的為探討消費者購買飯店餐券的主要考慮因素及對主要考慮因素的滿意度，提供給有意進入的業者發行餐券時的參考。首先透過國內外相關文獻資料的蒐集與整理，藉以瞭解購買餐券的可能要素構面與要素內容，做為本研究理論與訪談設計之參考。以餐券、餐廳、服務三個面向初步作為專家問卷的因素，再經由專家訪談及文獻的整理，整理出專家問卷的構面，分別為價格、外觀設計、內容設計、促銷誘因、訊息揭露、口碑、品牌形象、可親性、餐廳服務、售券服務及售後服務。運用修正式德菲法 (Murry & Hammons, 1995)，採用李克特 (Likert) 五尺度衡量，分發給專家，完成購買飯店餐券的重要因素。
藉由專家認為的重要購買因素，整理出消費者實測問卷，共整理出23個題項。以在台北國際旅展購買餐券的消費者為訪問對象，共發出問卷197份，回收有效問卷180份。再以 Yang (2003) 所提出的重要度及滿意度模式 (I-S Model) 來探討消費者在餐券的購買因素的重要及滿意度。
綜整得到以下結論：飯店可針對餐券售價及優惠使用期限做改善，進而增加消費者的滿意度；性別對餐券購買因素的重要度有差異，但不影響滿意度；各家飯店落入有待改善區域的因素不同，應努力提高消費者的滿意度，最做出最符合客戶需求的餐券，以達成銷售目標。

關鍵字

餐券 ； 修正式德菲法 ； 重要度-滿意度模式

並列摘要

The purpose of this study attempts to examine the purchasing factor from customers’ point of view when buying the hotel meal voucher. This research started with collection and collation of relevant domestic and international literature review, to understand the possible essential structure and contents when buying the hotel meal voucher, and the interview were designed from the references of literature review.
By applying the hotel meal voucher, restaurant and service in the interview question for the professionals, latter, categorize the collected data into price, voucher graphic design, voucher content design, promotion intention, information expose, reputation, brand image, user-friendliness, restaurant service, voucher selling service and after service. To complete the Purchasing factors chart of hotel meal voucher, the modified Delphi Method were applied, as well as utilize Likert scale during the interview.
From the interview result, there were 23 important and satisfaction questions were created, and 197 questionnaires were collected from the Taipei ITF, after verified, there were180 valid questionnaires were gathered and apply Importance-Satisfaction model (I-S Model)(Yang, 2003) to explore the importance and satisfactions on purchasing factors of customer buying hotel meal vouchers.
To conclude, the hotel can improve the hotel meal voucher by focusing on price and the promotion period enable to increase customers’ satisfaction; gender differences may affect the importance of buying factors, but it does not affect purchase satisfaction. Different hotel has its own particular areas for improvement; to meet sales targets, hotels should strive to improve customer satisfaction and designing the most suitable hotel meal voucher to meet their customers’ needs.

並列關鍵字

Hotel meal voucher ； Modified Delphi method ； Importance-Satisfaction model (I-S Model)

參考文獻

王瑤芬、林美玲 (2007)。國際觀光旅館飲務人員專業能力之研究－以調酒員為例。餐旅暨家政學刊，4(3)，269-292。

吳培真、劉宗哲 (2014)。服務品質與品牌形象對顧客忠誠度之研究。第 17 屆科際整合管理研討會，235-249。

李孟訓、劉冠男、丁神梅、林俞君 (2007)。我國生物科技產業關鍵成功因素之研究。東吳經濟商學學報，56，27-51。

林士彥、陳元陽、張良漢 (2008)。休閒牧場服務規劃決策因子之研究。休閒產業管理學刊，1(1)，26-40。

邱敏棋、蔡子瑋 (2012)。旅遊網站視覺設計要素之重要性探討。國立台中技術學院學報，16，23-36。