本研究以麗堡休閒精品汽車旅館的顧客為研究對象,探討汽車旅館顧客消費動機、服務品質與顧客忠誠度之相關情形。採問卷調查法作為資料收集工具,並以立意取樣方式進行問卷調查。共計發出問卷400份,有效回收392份,剔除無效問卷後得問卷346份,有效回收率達86.5%。所得資料經描述性統計、獨立樣本T檢定、單因子變異數分析、逐步迴歸分析進行資料分析,結果如下:男性對於服務品質中的「關懷性」感受高於女性;消費者對「旅館特色」的消費動機越高,服務品質的感受度也越好;「旅館特色」、「口碑形象」、「休閒舒壓」與「環境體驗」的消費動機正向影響服務品質,「旅館特色」、「口碑形象」與「休閒舒壓」正向影響顧客忠誠度;消費者之「客房與服務人員」、「建築與安全」、「保證性」、「關懷性」與「可靠性」的服務品質正向影響顧客忠誠度。最後,根據研究結果提出具體建議,以提供汽車旅館相關產業作為後續經營策略之參考。
This purpose of this study is to discuss the relationships among the motivation of consumers, service quality and loyalty in Le Chateau leisure boutique motel. Questionnaire was adopted in this study, and operated with purposive sampling. There are a total of 400 questionnaires sent, 346 valid questionnaires got back, and the effective response rate is 86.5%. The material would be analyzed through descriptive statistics, independent sample t-test, one-way ANOVA analysis and multiple stepwise regressions. The results are as follows: male have higher feeling in service quality of “ empathy” than female; when the customer to motivation of ‘motel characteristics’ is higher, then the perception of service quality would be better; “motel characteristics”, “brand image”, “leisure and relaxation” and “environmental experience” of consumer motivation have a positive influence on service quality. Moreover, “motel characteristics”, “brand image”, “leisure and relaxation” of consumer motivation have a positive influence on consumer loyalty; “room and employees”, “building and safe”, “assurance’, “empathy” and “reliability” of service quality have a positive influence on consumer loyalty. Therefore, the specific recommendations of result will apply to the motel industry for further business strategy.