溫泉旅館住宿服務品質與顧客滿意及消費行為之研究 -以知本老爺大酒店為例

The Study of Lodging Service Quality with Customer’s Satisfaction & Consumer Behavior for Hot spring hotel - A Case of Hotel Royal Chihpen

崔淑平(Shu-Ping Tsui)

指導教授 ： 吳武忠

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00021

摘要

臺灣地貌多變、溫泉資源豐沛，承襲日本風呂文化洗禮，現今臺灣溫泉文化發展已深受國人與國外旅客的喜愛。本研究旨在探討知本老爺大酒店的住宿服務品質與顧客滿意及消費行為，以「溫泉旅館住宿服務品質與顧客滿意及消費行為之研究問卷」為研究工具，內容包括住宿服務品質、顧客滿意、消費行為及個人特質等四部分。本研究採用問卷調查方式總計發放350份問卷，回收之有效問卷313份，有效問卷回收率89.42%，並以SPSS 17.0版統計軟體運用敘述性統計、因素分析、信度分析、迴歸分析、單因子變異數分析進行資料分析、比較，其研究結果發現:
一、住宿服務品質對顧客滿意的分析，以服務品質構面之滿意度最
高，而價格構面之滿意度最低。
二、消費行為分析中，如何選擇溫泉旅館是以「溫泉設施齊全」為第
一選擇，其次為「合理的房價」。
三、在消費行為方面「到溫泉旅館度假次數」與「到溫泉旅館度假主
要目的」對口碑宣傳有顯著的差異。
四、在消費行為方面「溫泉旅館旅遊資訊管道」對整體滿意、再購意
願及口碑宣傳有顯著的差異。
五、在個人特質方面「不同年齡」對整體滿意、再購意願、口碑宣傳
有顯著的差異。

基於上述研究發現，提出數點建議，以供溫泉旅館業者及後續研究者作相關研究之參考。

關鍵字

溫泉旅館 ； 服務品質 ； 顧客滿意 ； 消費行為

並列摘要

The types of terrain in Taiwan are fairly diversified, resources of hot spring are abundant. Derived from Japan’s hot spring culture, the hot springs in Taiwan has been appreciated by domestic and overseas tourists. The purpose of this study is to investigate the customer’s satisfaction and consumer behavior in relation to the service quality of Hotel Royal Chihpen, using questionnaires “lodging service quality with customer’s satisfaction and consumer behavior for hot spring hotel”. This questionnaire appraised lodging service quality, customer’s satisfaction, consumer behavior, and personal characteristics. A total of 350 questionnaires were handed out, 313 valid questionnaires were returned, with response rate of 89.42%. The statistical software SPSS 17.0 was employed to perform descriptive statistics analysis, factor analysis, reliability analysis, regression analysis, and one-way analysis of variance ANOVA. The results indicate that:
1.The analysis of lodging quality and customer’s
satisfaction showed that the service quality is the most
satisfied, while the price is the least satisfied.
2.The analysis of consumer behavior suggested that the
choice of hot spring hotel was firstly determined by “hot spring accessories” followed by “reasonable room
rate”.
3.In terms of consumer behavior, “the number of visit hot
spring hotel” “the main purpose of visit hot spring
hotel” were significant differences on word of mouth
communications.
4.In terms of consumer behavior, “obtained the hot spring
hotel information” were significant differences on
overall satisfaction, repurchase intention and word of
mouth communications.
5.In terms of personal characteristics of “different age”
on overall satisfaction, repurchase intention and word of
mouth communications were significant differences.

Based on the results, a few suggestions were presented to hot spring hotel
operators and future investigators to study the related issues.

並列關鍵字

hot spring hotel ； service quality ； customer’s satisfaction ； consumer behavior

參考文獻

林志偉(2010)。溫泉旅館服務品質、顧客滿意度對忠誠度之研究-以四重溪

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