服務品質、顧客滿意與顧客忠誠關係之研究 ─以南元休閒農場為例

Relationship Among Service Quality, Customer Satisfaction, and Customer Loyalty ─Nan Yuan Garden Resort Farm as an Example

張忠平(Chung-Ping Chang,)

指導教授 ： 鄭駿豪

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(2011年)

https://doi.org/10.6825/NKUHT.2011.00045

摘要

觀光休閒產業已成為國家發展重要的策略性產業之一，休閒產業若能提昇服務品質增加顧客的滿意，則可有效的建立顧客的忠誠度，增加新的客源與維持既有顧客的重遊意願。因此，本研究在探討服務品質之各項主要的影響因素及顧客滿意與否對顧客行為意圖之影響。由現行經營型態之「服務品質」與「個人特質」對顧客行為意圖之差異性再作探討分析。本研究以台南市六甲區『南元休閒農場』為例，使用開放式問卷，採配額抽樣與便利抽樣兩項方式彈性實施，對從事休閒與體驗活動的遊客，提供問卷請求受訪者填答回收後進行實證研究。
研究結果發現： 1.「服務品質」對「顧客滿意」有顯著正向影響。2.「服務品質」對「顧客忠誠」有顯著正向影響。3.「顧客滿意」對「顧客忠誠」有顯著正向影響。4.「個人特質」對「顧客忠誠」透過中介變項除了「個人所得」略有些微的差異，其他尚未發現顯著之差異。

關鍵字

休閒農場 ； 服務品質 ； 顧客滿意 ； 顧客忠誠

並列摘要

The tourism and leisure industry has become one of the vital and strategic industries in the nation’s development. If tourism and leisure can improve customer satisfaction while promoting service quality , it can be efficient in building stronger customer loyalty ,winning new customers and keeping existing customers coming back. Therefore , the purpose of this research is to explore and discuss various major influence of service quality and the effect of customer behavior’s intention depending on customer satisfaction. The research is also to explore and analyze the variation of behavioral intentions through the service quality and personal characteristics of a recent management model. Take a case study of Nan Yoan Garden Resort Farm at Lioujia area, Tainan City. The study uses open-ended questionnaire, purposive sampling and convenience sampling to collect date from visitors at Nan Yoan Garden Resort Farm and does an empirical study. The analysis results indicate:
(1) Service quality has a significant positive effect upon customer satisfaction.
(2) Service quality has a significant positive effect upon customer loyalty.
(3) Customer satisfaction has a significant effect upon customer loyalty.
(4) Personal characteristic has no significant correlation on customer loyalty, despite that one intervening variable, personal income, has a slightly positive effect on customer loyalty.

並列關鍵字

Leisure farm ； Service quality ； Customer satisfied ； Customer loyalty

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