顧客對Hotel SPA服務品質滿意度之研究

A Study of Customer’s Satisfaction on Service quality of Hotel SPA-- Taking Southern Taiwan as an Example

陳台屏(Tai-Ping Chen)

指導教授 ： 黃啟揚

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2007年)

摘要

本研究目的旨在瞭解顧客對Hotel SPA服務品質滿意度的現況，並分析不同背景特性的顧客在Hotel SPA服務品質滿意度的差異情形。本研究以南部體驗過Hotel SPA的顧客為研究對象，以自編的「Hotel SPA服務品質滿意度量表」為研究工具，共發出 800 份問卷，回收432份，有效問卷418份。調查所得資料以 SPSS10.0 for Window 電腦軟體進行描述性統計、t檢定、迴歸分析及單因子變異數分析等資料處理。
研究結果發現，顧客期望與實際認知的服務品質有顯著性差異存在。經由因素分析萃取出Hotel SPA服務品質的五個構面因素為：「服務有形性品質」、「服務回應性品質」、「服務關懷性品質」、「服務可靠性品質」、及「服務保證性品質」。此外，也證實了知覺服務品質與顧客滿意度有顯著影響存在，可見知覺服務品質是民眾衡量滿意度的重要因素。
至於在不同顧客背景變項對滿意度方面，經實證結果顯示，在不同「年齡」、「平均月收入」、「嘗試次數」、「如何獲得訊息」及「同行對象」五個變項對於滿意度將會產生顯著性的影響。

關鍵字

Hotel SPA ； 服務品質 ； 顧客滿意度PZB 模式

並列摘要

The purpose of this research was to explore customer satisfaction at hotel Spa, and analyze differences in satisfaction of customers with various demographic backgrounds. Objects were chosen from customers living in the south of Taiwan and ever experiencing Spa in hotel. This study was conducted by investigation method with a questionnaire developed by the author. 800 copies were sent out, 432 copies were returned, and 418 copies were effective. Descriptive statistics, t test, regression, and one-way Anova were used for data analysis.
The findings showed that there was a significant difference between customer expecting quality and actual perceiving quality. Through factor analysis, five constructs of service quality were extracted: “service of tangibles”, “service of responsiveness”, “service of empathy”, “service of reliability”, and “service of assurance”. The results manifested that perceiving service quality significantly influenced customer satisfaction. It indicated that perception of service quality was a major factor to assess customer satisfaction. Besides, the results also indicated that five variables－age, average monthly income, number of trial, the way to get message, and colleague－had significant influences on satisfaction.

並列關鍵字

Hotel SPA ； Service Quality ； Costomer Satisfaction ； PZB Model

參考文獻

呂榮堂，2003，國道客運業服務品質、顧客滿意度與移轉障礙對行為意向之影響，碩士論文，交通大學運輸科技與管理研究所，新竹市。

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