服務品質與顧客滿意度及忠誠度關聯性之研究 —以墾丁船帆石民宿為例

The Relationship of Hostel Tourist Service Quality, Service Satisfaction and Customer Royalty—Sail Rock Homestay Kenting for Example

吳晨棻(Wu Chen Fen)

指導教授 ： 彭克仲

國立屏東科技大學/管理學院/農企業管理系所/碩士(2018年)

https://doi.org/10.6346/THE.NPUST.AM.011.2018.D04

摘要

論文摘要內容：
墾丁地區是台灣民眾到南部遊憩與從事水上活動之重要景點，尤其在遊客喜歡眺望海景的船帆石地區，民宿數量更是突破51間，在競爭激烈的民宿市場之中獲得消費者青睞，是每一間民宿經營主最重視的問題。因此，本研究以船帆石民宿為研究個案，探討服務品質、消費者滿意度與忠誠度之間的關係，並試圖從這三個變項的因果關係中給予建議以提升個案民宿的經營管理。本研究於2018年2月2日至3月30日間，透過民宿業者在民宿內對顧客發放問卷400份，共回收了392份，其中有效問卷384份。結果發現：
一、受訪者對民宿服務品質有高度正向感受。
二、受訪者對民宿的預期高於實際滿意度感受。
三、服務品質會正向影響價格滿意度、設施環境滿意度、環境品質滿意
度與整體滿意度。
四、價格滿意度會正向影響忠誠度，忠誠度會正向影響入住次數。
五、環境品質滿意度會正向影響入住次數。
六、受訪者背景變項在服務品質與滿意度上有顯著差異存在。
本研究根據研究結果提出以下建議：
一、營造預期與實際等值的住宿服務
二、情感行銷強化與消費者的聯結
三、以網路粉絲團行銷民宿
四、以綠色民宿創造正面品牌形象

關鍵字

民宿 ； 船帆石 ； 服務品質 ； 滿意度 ； 忠誠度

並列摘要

The Kenting area is an important attraction for Taiwanese to engage in water activities in south of Taiwan. In the cruising rock area where tourists like to enjoy the seascape, particularly, the number of bed and breakfast has exceeded 51 apartments. It is a important matter that every bed and breakfast owner pays attention to attract the customers’ attention and meet the customers’ expectations. Therefore, this study takes B&B in Chuanfan Rock as a case study to explore the relationship between service quality, service satisfaction and customer royalty. Suggestions were given among these three variables to improve the management of the case.
From February 2nd to March 30th in the year 2018, the study was based upon 400 copies of questionnaires that were distributed to customers directly
by the B&B owner. A total of 392 questionnaires were retrieved, of which 384 were valid questionnaires.
The results are as following：
1. Respondents feel highly positive about the quality of service.
2. Respondents' expectation of B&B is higher than actual satisfaction.
3. Service quality will positively affect price satisfaction, facility environmental satisfaction, environmental quality satisfaction and overall satisfaction.
4. Price satisfaction will positively influence loyalty, and loyalty will positively affect the occupancy rate.
5. Environmental quality satisfaction positively affects the occupancy rate.
6. Respondents' background variables have significant differences in service quality and satisfaction.
Based on the research results, this study gives the following suggestions：
1. Construct an accommodation service that is equivalent to the expectations and actual satisfaction.
2. Emotional marketing strengthens the link with consumers.
3. Use fan page to promote the B&B.
4. Creating a Positive Brand Image with Green (Ecofriendly) Bed & Breakfasts.
Keywords: Bed & Breakfasts, Chuanfan Rock, service quality, satisfaction royalty.

並列關鍵字

Bed & Breakfasts ； Chuanfan Rock ； service quality ； satisfaction royalty

參考文獻

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