高雄地區國際觀光旅館之關係品質與顧客再宿意願之相關性研究

A Correlational Study of Relationship Quality and Customers' Repurchase Intentions for International Hotels in Kaohsiung

葉源鎰(Yuan-I Eric Yeh) ； 王婷穎(Ting-Ying Wang)

《戶外遊憩研究》 14卷4期 (2001/12) Pp. 77-101

https://doi.org/10.6130/JORS.2001.14(4)4

摘要

本研究旨在探討國際觀光旅館顧客關係管理與關係行銷對顧客忠誠度的影響，並認爲「關係品質」是促成關係行銷成功的重要構面。緣此，本研究以「關係品質」與「承諾」之相關性爲出發點，來探討國際觀光旅館對顧客的互動關係。本研究對象以高雄地區國際觀光旅館爲主，利用德爾菲技術(Delphi Technique)對國際觀光旅館管理業者及專家進行深度訪談，以建立適用於國際觀光旅館關係行銷之觀念性架構與研究假設。之後，以線性結構方程式進行實證分析及參數校估。本研究分析樣本含三位從事旅館業之高階主管與153位過去一年內曾經於高雄地區八家國際觀光旅館住宿的消費者。研究發現：(1)國際觀光旅館對顧客的承諾對其關係品質有顯著正向之影響；(2)「關係品質」對「顧客忠誠度」與「再宿意願」有顯著正向之影響；(3)旅館對顧客之「承諾」會顯著正向地影響「顧客忠誠度」及「再宿意願」；(4)若顧客對該家國際觀光旅館之忠誠度高，則其再宿意願亦會提高。

關鍵字

關係品質 ； 忠誠度 ； 再宿意願

並列摘要

The study is aimed to investigate the relationships between relationship quality and customers' repurchase intentions among Kaohsiung international tourist hotels. A conceptual model of relationship quality and research hypotheses was first built based on the literature reviewed and Delphi Technique conducted by this study. Afterwards, data were collected and analyzed via a survey questionnaire and a linear structural relationship model which examined and explored the influences of relationship quality variables on customers' loyalty and their repurchase intentions. Study results indicated that: (1) institutions' commitment to customers is positively related to the relationship quality, (2) relationship quality positively affects customers' loyalty and their purchases intentions, (3) institutions' commitment to customers positively affects customers' loyalty and their purchases intentions, and (4) customers' loyalty is positively related to their repurchase intentions of that institutions.

並列關鍵字

relationship quality ； loyalty ； repurchase intentions

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