民宿顧客知覺價值、關係品質與顧客忠誠度關係之研究--以苗栗縣泰安溫泉地區為例

The relationships among B&B Customer Perceived Value, Relationship Quality, Customer Loyalty in Taian Area, Miaoli

張文仲(Wen-Chung Chang)

指導教授 ： 陳宗玄 ； 葉美智

朝陽科技大學/管理學院/休閒事業管理系/碩士(2010年)

摘要

台灣近年來民宿產業蓬勃發展且競爭激烈，遊客對於民宿的服務品質與住宿體驗也愈加重視。顧客知覺價值是最近常用來取代服務品質的一種指標，它可以了解顧客的「利益」面和「犧牲」面。當顧客知覺到的「利益」大於所付出的「犧牲」時，會對民宿產生了滿意的感受，並與民宿服務提供者之間建立了信任關係，舖陳了未來關係發展(口碑及回流)的可能性，進而產生了良好的顧客忠誠度。本研究主旨欲探討民宿住宿旅客對民宿的顧客知覺價值、關係品質與顧客忠誠度之間的關係。
本研究針對苗栗泰安地區民宿的遊客，透過問卷方式調查，並以迴歸分析方法探討民宿的顧客知覺價值、關係品質與顧客忠誠度之間的關係。結果發現民宿顧客知覺價值正向影響顧客忠誠度，且以貨幣價格的影響力較大；關係品質正向影響顧客忠誠度；顧客知覺價值正向影響關係品質，並以知覺品質的影響力較大；關係品質比顧客知覺價值更易影響顧客忠誠度。
民宿經營者若欲提高民宿遊客之顧客忠誠度，必須讓顧客感到物超所值，促進與顧客之間的關係，設法滿足遊客的期望和需求，才能讓遊客有再次回來住宿的意願。

關鍵字

關係品質 ； 顧客忠誠度 ； 顧客知覺價值 ； 民宿

並列摘要

In recent years, B&B industry in Taiwan is vigorous development and competes intensely. Therefore, service quality and living experience will be the most important factors when the tourist choose the place to stay. Customer perceived value is an indicator which was often used for the service quality recently, it can understand customers’ “received” and “given”. When customers realize the benefit is bigger than the coats, they will be more satisified, and the trusting relationship with B&B service provider will be established. Further promotion of public praise and backflow will be followed, and achieve the great customer loyalty.
The main purpose of this study is to discuss the relation between Customer perceived value, Relational quality and Customer loyalty by tourist who have lived in B&B. This study focuses on the B&B tourist in Taian area, Miaoli. Questionnaire was used to investigate and the regression analysis method was used to discuss between the B&B customer perceived value, relational quality and the customer loyalty relations. The result discovers that the B&B Customer perceived value is affecting Customer loyalty, and is being bigger by Monetary Price''s influence. Relational quality is obviously affecting Customer loyalty. Customer perceived value is affecting Relations quality, and is being bigger by Quality''s influence. Relational quality is easier than Customer perceived value to affect Customer loyalty.
If the B&B manager want to enhance B&B Customer loyalty, it must let the customer feel it’s worthy, and promote the relations with customer, find the way to satisfy tourist''s expectation and demands, that can let the tourist want to come back again.

並列關鍵字

Relational quality ； Customer loyalty ； Customer perceived value ； B&B

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