大爵商務飯店顧客滿意度對再宿意願之研究

A study of the effect of customer’s satisfaction on the willing of revisit- Case of Majesty Hotel.

蔡黛娜(Deanna Choachuy)

指導教授 ： 鄭政宗 ； 朱瑞淵

朝陽科技大學/產碩專班/旅館經營產業碩士專班/碩士(2013年)

摘要

桃園縣是個與國際接軌的城市，有著便利對外交通及觀光景點，隨著觀光發展的開發與建設，相關住宿需求日增，使得一般旅館也成為旅客的住宿選擇。為此，本研究探討一般旅顧客滿意度對館顧客再宿意願影響之研究。
本研究以大爵商務飯店之住宿旅客探討顧客滿意度對再宿意願之影響，進行問卷調查，共發放400份問卷，回收有效問卷369份，回收率為92%。結果顯示，接受訪問的旅客，以女性偏多、年齡以30-40歲為最多、大多數為已婚、高中職教育程度者為多數、居住地以南部者居多、超過一半之月收入為2-4萬，旅遊目的來的住宿者近乎一半以及居住天數以兩天為主。顧客滿意度與再宿意願皆呈現中上程度，並以人員服務及價格的滿意度較高。迴歸分析顯示，顧客滿意度對再宿意願具有顯著正向影響關係，其中以設施構面的影響程度最大。由多變量變異數分析看出，住宿旅客在「年齡」、「教育程度」、「月收入」、「職業」中，其顧客滿意度皆具顯著差異；住宿旅客對於在宿意願接受程度僅在「職業」、「住宿目的」具顯著差異。
本研究更指出到本旅館居住之旅客大部份都住宿2晚，所以，建議旅館可以設計2晚以上住宿天數的住宿方案，結合臨近地區旅遊景點，因此來吸引更多需求居住1晚的旅客會因為住宿方案而增加住宿天數，這樣便能增加飯店之營收。

關鍵字

再宿意願 ； 顧客滿意度

並列摘要

Taoyuan County is an international city, with convenient transportation and tourist attractions. Because of the development of tourism, the demand of accommodations is increasing, which makes the ordinary hotels as a choice. Therefore, this study investigated the general impact of customer satisfaction on will of revisit.

This study takes Majesty Hotel''s guests as the scope and object of study, conducted with questionnaire survey. There are 369 valid questionnaires, out of 400, were collected. The results show that interviewed passengers, female with bigger majority, mostly at the age of 30-40 years old, most are married, high school education level for the majority, most live in the south Taiwan, more than half of the monthly income of 20 -40 thousand, ones with tourism purposes for accommodation, over half live on a two days base. Customer satisfaction and will of revisit are presented in the upper level, and personnel services and prices with higher satisfaction. Regression analysis showed that customer satisfaction has a significant positive impact on will of revisit, in which the facets facility has the greatest influence. Through the results of multivariate analysis of variance, there are significant difference of customer satisfaction on theirs age, education level, occupation and monthly income. For will of revisit, there are significant differences on occupation and stay purpose.
The study also points out that most of the hotel guests stay for two nights, so it can be recommended for the hotel to draw up a plan for 2 or more nights stay, in which visiting some tourist attractions nearby may have great help in attracting one night stay travelers for longer accommodation. This way, the hotel has potential increase in revenue.

並列關鍵字

customer satisfaction ； will of revisit

參考文獻

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