服務品質對顧客滿意度與忠誠度關係之研究－以基隆長榮桂冠酒店藍海灣會館為例

餐飲業是一個勞力密集且以服務為本的行業，對致力於滿足顧客需求的宗旨是絕不能掉以輕心。在這消費者導向的時代裡，企業若要能永續經營，最重要的使命之一乃在於留住既有的顧客，讓顧客產生忠誠度，這才是企業利潤之所在。不滿意的顧客平均而言會把他的抱怨轉告給八到十個人；而其中的百分之二十甚至會再轉告二十多個人。一個企業留給顧客一個負面的印象後，往往必須有十二個正面的印象才能彌補過來。要創造一位新顧客所必須花費的成本，也往往是保有一位既有顧客的五倍。而就顧客忠誠度而言，往往值得十次購買的價值，企業若能提高顧客持續購買度五個百分點，就可以提高25%至85%的利潤。本研究主要探討服務品質對顧客滿意度之影響，進而研究顧客滿意度與顧客忠誠度之間的關係，期望能提供相關業者在經營管理與行銷策略上之建議與修正。本研究以基隆長榮桂冠酒店藍海灣會館為研究範圍。從本研究結果得知，顧客對基隆長榮桂冠酒店藍海灣會館的服務品質顧客滿意度顧客忠誠度有顯著性差異；服務品質與顧客滿意度，以及顧客滿意度與顧客忠誠度之間皆是呈現正相關。

關鍵字

服務品質；滿意度；忠誠度；長榮桂冠酒店藍海灣會館

並列摘要

The catering industry is labor intensive and is based on services; meeting the needs of consumers is the major responsibility. In this consumer-oriented age, the most important mission for an enterprise is to earn and maintain consumer loyalty. Dissatisfied customers on average will complain to 8 to 10 people, among whom 20% would tell more than 20 people. However, it requires 12 positive impressions left by an enterprise to make up for one negative impression. The cost of gaining a new customer is five times higher than that of keeping an old one. The value of consumer loyalty equals ten purchase occasions on the part of the customers. If an enterprise can increase the degree to which customers to keep on purchasing by 5%, the benefits will increase by 25-85%. This study explores the impact of service quality on consumer satisfaction and further probes into their relationship in the hope that it can provide suggestions for managers in the catering industry on how to modify their management and marketing strategies. The research scope is based on Evergreen Laurel Hotel in Keelung. The research results show that there is a significant difference between their service quality and consumer satisfaction. Service quality and consumer satisfaction, as well as consumer satisfaction and consumer loyalty are both positively correlated.

並列關鍵字

Service quality ； Consumer satisfaction ； Further probes ； Evergreen Laurel Hotel

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服務品質對顧客滿意度與忠誠度關係之研究－以基隆長榮桂冠酒店藍海灣會館為例

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