探討企業經營績效之重要性―以台灣國際觀光旅館為例

The importance of corporate operational performance: The case of Taiwan’s international tourist hotels

林益興(Yi-Hsing Lin)

指導教授 ： 顏昌華

國立臺中科技大學/商學院/財務金融研究所碩士班/碩士(2022年)

摘要

周休二日實施，休假天數增多，加上國人經濟水準提高及休閒旅遊意識高漲，遊客對於旅館的需求和期望更加提升。近年來台灣旅館業蓬勃發展，其中以國際觀光旅館逐年成長家數更是亮眼，未來仍有多家國際品牌旅館相繼進駐經營。旅館成立需耗費巨資、時間及人力，如何在競爭的市場中佔有一席之地，提高獲利、永續經營是旅館經營者的關鍵課題。因此，有必要針對企業經營績效的重要性進行探討。本研究目的在探討國際觀光旅館服務績效、旅館意象與顧客滿意度之關係。本研究針對18歲以上曾入住國際觀光旅館的消費者進行問卷調查，共計回收690份，有效問卷為651份。研究結果發現旅館服務績效與旅館意象及顧客滿意度之間具有正向關係，旅館意象與顧客滿意度也具有正向關係。根據本研究結果之發現，希冀提供國際觀光旅館業者強化旅館服務設施、服務人員與顧客關係之參考依據。

關鍵字

國際觀光旅館 ； 服務績效 ； 旅館意象 ； 顧客滿意度

並列摘要

With the implementation of two days off on weekends, the number of vaca-tion days has increased, coupled with the improvement of the people’s econom-ic level and the high awareness of leisure travel, tourists’ demand and expecta-tions for hotels have increased. In recent years, Taiwan’s hotel industry has de-veloped vigorously. Among them, the number of international tourist hotels has grown year by year. In the future, many international brand hotels will continue to operate. The establishment of a hotel requires a huge amount of money, time and workforce. How to occupy a place in the competitive market, improve prof-itability and sustainable operation are the key issues for hotel operators. There-fore, it is necessary to investigate the importance of corporate operating per-formance. The purpose of this study is to examine the relationships among hotel service performance, hotel image and customer satisfaction in international tourist hotels. This study conducted a questionnaire survey on consumers over 18 years old who had stayed in international tourist hotels. A total of 690 ques-tionnaires were collected, and 651 valid questionnaires were obtained. The re-sults found that hotel service performance is positively related to hotel image and customer satisfaction. Furthermore, hotel image is positively related to and customer satisfaction. On the basis of these findings, this research can provide a reference for international tourist hotel operators in enhancing hotel service fa-cilities, service personnel and customer relations.

並列關鍵字

international tourist hotel ； service performance ； hotel image ； customer satisfaction

參考文獻

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.2307/1252054

中文部分

交通部觀光局，觀光業務統計(2016~2021)，台北。

曾惠珠 (2017). 消費者對於國際觀光旅館服務品質, 品牌形象之知覺價值及忠誠度關係研究. 東亞論壇, (498), 9-25. https://www.airitilibrary.com/Publication/alDetailedMesh?DocID=18173675-201712-201805090007-201805090007-9-25

曾惠珠 (2018). 觀光飯店業, 服務品質, 關係品質與顧客忠誠度研究. 東亞論壇, (499), 1-22.