服務品質、顧客滿意度與行為意向關聯性之研究-以高雄地區國際觀光旅館為例

21世紀，世界各個國家儼然已經將科技業和無煙囪之觀光產業視為一個新興產業，而台灣也已從傳統製造業，轉型成以服務業為主要的產業模式，台灣的觀光相關產業已成為發展重點。2008年7月18日開始開放大陸人民赴台旅遊後，中國大陸觀光客對台灣當地經濟深具其影響力。開放大陸人民來台旅遊，不僅僅直接、間接地嘉惠了台灣的住宿、交通、農產品與娛樂等產業。然而，大陸居民赴台旅遊正式成行後，旅館投資業者為了搶食中國大陸團體客市場，許多中小型旅館和文創型青年旅店紛紛成立營運；但如今，卻因兩岸關係因素導致陸客團來台人數嚴重衰退而供過於求，進而導致許多旅館業者紛紛歇業或求售。也因此，高雄國際觀光旅館要如何在這波觀光旅館業的衰退潮中永續經營，做出更明顯的市場區隔、市場定位、以更好服務品質和口碑與顧客滿意度，來吸引更多國人國內旅遊和其它外國觀光客來臺旅遊，是本研究最主要的研究動機。本研究主旨是服務品質、顧客滿意度與行為意向關聯性之研究-以高雄地區國際觀光旅館為例。內容包含：「探討旅客對服務品質、顧客滿意度、行為意向之差異性」、「探討服務品質、顧客滿意度、行為意向之間的關聯性」、「探討服務品質對消費後行為意向之差異性」。

關鍵字

國際觀光旅館；服務品質；顧客滿意度；行為意向

並列摘要

In twenty-first Century, all countries in the world regarded technology and non-chimney tourism as new industries. Taiwan has also transformed from traditional manufacturing to service industry. Tourism related industries in Taiwan have become the focus of development. July 18, 2008 Opening of Mainland residents to Taiwan tourism. Tourists everywhere in mainland China have great influence on the local economy. It's no exception to Taiwan. After the open mainland people travel to Taiwan. Direct and indirect benefits to Taiwan's accommodation, transportation, agricultural products, entertainment and other industries. However, after the mainland residents officially traveled to Taiwan, hotel investors have set up operations for many small and medium-sized hotels and cultural and creative youth hotels in order to grab the Chinese market. But now, Because of cross-strait relations, the number of land passengers coming to Taiwan was seriously declining and oversupply, which led many hotel operators to go out of business or sell for sale. Therefore, how can Kaohsiung International Tourist Hotel continue to operate in the decline of this wave of tourist hotel industry, to make more obvious market segmentation, market positioning, better service quality and word of mouth and customer satisfaction to attract more Multinational domestic tourism and other foreign tourists visiting Taiwan will also be the main research motivation of this study. The main purpose of this study is the study of the relationship between service quality, customer satisfaction and behavioral intentions - taking the Kaohsiung International Tourist Hotel as an example. The content includes: "Exploring the differences between passengers in service quality, customer satisfaction, and behavioral intentions", "discussing the relationship between service quality, customer satisfaction, and behavioral intentions" and "discussing the difference between service quality and post-consumer behavior intentions".