民宿服務品質、關係品質與顧客忠誠的關係－關鍵品質之探索

The Relationships among B & B Service Quality, Relationship Quality and Customer Loyalty: Exploring of Critical Quality

張淑青 ； 鍾育明

《臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集》 2008年度 (2008/05) Pp. 362-374

https://doi.org/10.29938/TWTOURISM.200805.0362

摘要

本研究目的在於採用服務行銷及關係行銷的相關理論來探討民宿之顧客忠誠，選擇澎湖民宿服務爲研究範圍，發展結構性問卷進行問卷調查，針對投宿民宿之顧客爲問卷調查對象，以服務品質四個構念爲前因變項、關係品質三個構念爲中介變項，顧客忠誠二個構念爲結果變項，建構線性結構方程模式(SEM)，探討變項間之交互影響關係。總計得到321份有效問卷，研究發現本研究所建構之因果模式之顯著的，互動品質、實體環境、魅力品質等三個服務品質變項，分別會經由滿意或承諾等關係品質構念之中介效果，對行爲忠誠及口碑有正向影響，其中魅力品質經由關係品質之滿意、承諾構念之中介效果而影響行爲忠誠及口碑，由於其參數估計值最大，代表其扮演顧客忠誠之關鍵驅動因子，可將其視爲關鍵服務品質，針對民宿業者提供建議關注於魅力品質之提升來確保顧客忠誠，研究結果提供澎湖民宿相關業者作爲經營管理的策略性建議與參考。

關鍵字

民宿 ； 服務品質 ； 關係品質 ； 顧客忠誠

並列摘要

The purpose of this study was to adopt the theory of service marketing and relationship marketing for exploring the customer loyalty. The B & B (bed and breakfast) service in Penghu was selected to be the research scope and structural questionnaire was developed to be the survey tool, the customers of B & B service in Penghu were selected as study samples. This study constructed a structural equation model (SEM) which takes four factors of service quality as the antecedents, three factors of relationship quality as the mediated variables, and two factors of customer loyalty as the effect variables for testing their relationships. A total of 321 valid questionnaires were collected for analysis.
The findings of this study indicate that the structural cause-effect model is significant and three factors of service quality (interaction quality, physical environment, and attraction quality) have positive effects on behavioral loyalty and words of mouth via two mediators of relationship quality (satisfaction and commitment). Because the largest parameter estimates of attraction quality of positive effects on behavioral loyalty and words of mouth via two mediators of satisfaction and commitment, it indicates that attraction quality plays a key driver of loyalty, and it could be seen as a critical service quality. Base on this result, some suggestions for B & B service providers have to focus on upgrading the attraction quality for maintain customer loyalty is offered. On the basis of the research results, the concrete and strategic suggestions and references of business management are offered for related B & B service providers as well.

並列關鍵字

B & B ； service quality ； relationship quality ； customer loyalty