摘要 國內的溫泉產業自台灣溫泉觀光年之後蓬勃發展,並且近年來由於國人生活品質提高,顧客意識抬頭,對於休閒飯店的要求也愈來愈嚴格。有鑑於此,我們必須要針對顧客的角度來思考飯店所提供的服務品質良窳,了解飯店與顧客的關係品質,以及探討飯店所提供顧客的行為意向,來創造顧客與業者的雙贏。 本研究將針對實際至泰安觀止溫泉飯店消費的旅客進行服務品質評價、顧客關係品質評價、消費後顧客行為意向、人口統計等變項調查並檢視變項間的關係,希望藉由了解上述各變項之間的關係,提供飯店業者實務管理經營的參考。 研究結果顯示,顧客的性別、婚姻狀況、類型、及年齡的不同,並不會使他們對飯店的服務品質、關係品質與顧客行為意向的各衡量構面有所差異,但是在不同教育程度的顧客會對於行為意向的付出有顯著性差異;而職業別的不同會對服務品質的可靠性、顧客行為意向中的外部反應有顯著差異;此外溫泉飯店的服務品質與顧客的行為意向具有正向相關性,而飯店的服務品質與顧客的關係品質具有正向相關性,飯店的關係品質與顧客的行為意向具有正向相關性,最後在飯店服務品質對顧客行為意向效應中,關係品質具有部份中介效應。 關鍵字:服務品質、關係品質、顧客行為意向、溫泉旅館
Abstract After the Year of "Hot Spring Tourism Year in Taiwan", the hot-spring industry in Taiwan has been growing prosperously. In addition, the improvement of nationals'' life quality, customers'' consciousness has arisen, and their demands for resort hotels have become stricter and stricter. Therefore, entrepreneurs of hot spring industry must think about whether the quality of services provided by their hotels is good from customers'' points of view in order to understand the relationship quality between hotels and customers, to explore the behavior intention hotels provide their customers, and to create a win-win situation for both customers and the industry. In hot spring study, service quality evaluation, customer relationship evaluation, and surveys of customer behavior intention after consumption and population statistics variables were conducted to the travelers who had actually consumed in ONSEN PAPAWAQA, and the relationships between variables was examined. By understanding the relationships between the variables with empirical evidence, references to practical management can be provided to hotel management. The study result shows that costumers'' behavior intention significantly differs with their education, and behavior intention significantly differ with customers'' occupation. In addition, service quality and customers'' relationship quality are related; service quality and customers'' behavior intention are related. Finally, the relationship quality mediates the relationship between service quality and customers behavior intention. Keywords: service quality, relationship quality, customers'' behavior intention, hot spring hotel