國際觀光旅館組織服務氣候與顧客滿意度之探討

The investigation of Organizational Service Climate and Customers’ Satisfaction in International Tourist Hotel

劉冠妤(Liu, Guan Yu)

指導教授 ： 蔡招仁 ； 鄭健雄

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2008年)

摘要

本研究是針對組織服務氣候與顧客滿意度之間的關係進行探討。本研究共分為兩個階段進行組織服務氣候與顧客滿意度的探討。第一階段是先針對國際觀光旅館的顧客，進行顧客滿意度的抽樣調查，並將顧客滿意度的調查結果排序，找出國際觀光旅館顧客滿意度較高的前3名，以及國際觀光旅館顧客滿意度較低的後3名。第二階段是針對滿意度較高及較低的6家國際觀光旅館，進行國際觀光旅內部組織服務氣候研究。將回收之問卷進行該國際觀光旅館之敘述統計、驗證性因素分析、單因子變異數分析、LSD事後比較等統計方法，完成第二階段的資料處理及統計分析。研究結果發現如下：

一、不同顧客滿意度的國際觀光旅館中，其部份員工屬性有顯著差異，顯示本研究之假設一部分成立。

二、不同的性別、年齡、教育程度、畢業科系、工作部門、工作年資及過去相關的工作經驗，並不會對顧客滿意度較高的國際觀光旅館組織服務氣候造成影響，但卻會對顧客滿意度較低的國際觀光旅館組織服務氣候造成影響。顯示本研究之假設二不成立；本研究之假設三成立。

三、當飯店願意積極地解決顧客問題時，組織服務氣候就會較強；而當飯店主動蒐集員工的建議與抱怨，組織服務氣候也會較強；組織服務氣候的強弱會造成顧客滿意度差異，顯示本研究之假設四成立。換言之，組織服務氣候的強度否會影響飯店員工及飯店的顧客滿意度。

由於國人對於服務品質日益重視，且政府也積極推動觀光產業。故國際觀光旅館若想永續經營，服務品質的提昇是勢在必行。本研究希望藉由組織服務氣候及顧客滿意度的關係，提出相關管理意涵及建議，並對理論及實務有所助益，進而提供後續研究者之參考。

關鍵字

組織服務氣候 ； 服務品質 ； 管理者作為 ； 顧客回饋

並列摘要

This study aims to investigate the relationship between organizational service climate and customers’ satisfaction in international tourist hotels. Two-phase study was utilized in exploring organizational service climate and customers’ satisfaction. First, customers’ satisfaction was ranked after assessing customers’ satisfaction in international tourist hotels via convenience sampling. Three hotels with higher customers’ satisfaction and three hotels with lower customers’ satisfaction were identified for the next phase. Second, organizational service climates were observed through internal customers’ satisfaction within two groups with different level of external organizational service climate. This study uses descriptive statistics, t-test, one-way ANOVA and LSD do data analysis. According to this preliminary study, and results as follows:

First, with different customers' satisfaction in international tourist hotel have a part of different employees' characteristics. This study proved H3 to be established partly.

Second, the study found that gender, age, educational background, graduation department, job department, job age, and experience of the hotel working are not important factors affecting the highest customers’ satisfaction level of the international tourist hotels. However, those factors are affecting the lowest customers’ satisfaction level of the international tourist hotels. Thus, this study proved H2 to be not established, and H3 is established.

Third, the study also found that the hotel deal with the customer’s question hard, the organizational service climate could be better. And, the hotel could collect the suggestions and complaints from employees, the organizational service climate would be better, too. Finally, the different organizational service climate must affect the customers’ satisfaction. This research proved H4 to be established. The results support the higher organizational service climate to affect the employees and their company’s customer satisfaction.

Due to customers’ attentions and the government’s promotions on tourism and lodging industry, international tourist hotel management teams are looking for sustainable organizational service climate in maintaining and improving their service quality. This study has proved that more complete organizational service climate can get customer satisfaction more in international tourist hotels. Therefore, the results of this study will help international tourist hotels in administrative implications, which can integrate theory and research findings into better practices and serve as path for future studies.

並列關鍵字

Organizational Service Climate ； Service Quality ； Management Behavior ； Customers’ Feedbacks

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