渡假型旅館之顧客關係管理與服務品質調查-以中南部渡假旅館為例

The Investigation into Customer Relationship Management and Service Quality in Resort Hotel – Case Study of the Midland and Southern Taiwan

吳珮鈴(Pei-Ling Wu)

指導教授 ： 黃玉枝

台南應用科技大學/管理學院/商學與管理研究所/碩士(2009年)

摘要

近年來週休二日與休閒健康意識抬頭，休閒與旅遊產業興盛。面對國內各渡假型旅館激烈競爭，因此如何增進服務品質、了解顧客真正的需求與提高顧客滿意度，使顧客再度光臨，以達成旅館永續經營的目的，是當前各渡假旅館所需要探索及了解的重要課題。顧客對於企業的價值的體認，在於使用企業所提供的產品或服務的價值認知。所以，如何整合企業的資源，做好顧客關係管理，便成為企業經營者的重要課題。

本研究的目的主要是透過企業訪談與遊客問卷調查，探討在渡假型旅館中，顧客關係管理、服務品質、顧客滿意度、與顧客忠誠度之間的關係。在本研究中我們提出研究模式一，並獲得下列主要的三個結論：一、服務品質對顧客滿意度具有正向顯著相關，二、顧客滿意度對顧客忠誠度具有正向顯著相關，三、服務品質對顧客忠誠度具有正向顯著相關。最後，透過四家個案企業訪談，探討企業顧客關係管理是否將會影響服務品質。結果獲得，企業將藉由與顧客充分的對話互動，建立良好的關係，取得顧客信賴，並設法滿足顧客的需求，增加顧客的價值，提升顧客滿意度、顧客的留住率及建立忠誠度高的顧客，是當今渡假型旅館業可能成功的重要關鍵。是故，顧客關係管理成為未來渡假旅館業者必須加以思考的方向。

關鍵字

渡假型旅館 ； 顧客關係管理 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

To outrun the other competition as turning short term customers into long term customers, the resort hotels of central and southern Taiwan are alert of the strong needs to enhance the service quality, satisfy the customers’ needs and build up customers’ loyalty. Especially present domestic resort hotels confront the severe competition in gaining market shares. Thus CRM (Customer Relationship Management) becomes the major factor could affect the relationships among customer satisfaction, customer loyalty, service quality.

According to this study, 450 questionnaires were given for quantitative analysis half in Kenting and the other half in Sitou. The effective return rate was 86%. Four managers were interviewed respectively for qualitative analysis. In regression analysis and ANOVA, three major conclusions are found: 1. the service quality has a significant positive impact on customer satisfaction in substantiality, responsive capability, reliability, and care-of-customer five aspects. 2. Service quality also has significant impact on customer’s loyalty in five aspects as first conclusion. Among these five aspects, the care-of-customer is the most significant contribution to service quality. 3. Customer’s satisfaction has a significant contribution to customer’s loyalty in content of services, quality of personnel, and presentation of hardware. The summary of qualitative analysis can be concluded as below: 1. among these managers customers-come-first is the most important content for service quality. 2. Beside that, they also emphasize on providing active services to customers. Active services can give customers a considerable stronger sense of being honored.

並列關鍵字

Resort hotel ； Customer Relationship Management ； Service Quality ； Customer Satisfaction ； Customer loyalty

參考文獻

參考文獻

一、中文部份

NCR，整合企業經營策略與顧客關係管理（1999），電子化企業：經理人報告， 20~25。

王美惠、陳瑞龍，蘇元含(2006)，運用結構方程模式探討服務品質對顧客滿意度與顧客忠誠度之影響─以中油加油站為例，顧客滿意學刊，2(2)，47-86。

王振明(2006)，運用結構方程式探討品牌權?、服務品質、顧客滿意?、關係品質與顧客忠誠?之關係-以桃園縣加油站為?，國?東華大學企業管?研究所，碩士論文，花?縣。