國際觀光旅館之服務品質、關係品質與顧客忠誠度之相關性研究─以台北、台中及高雄地區為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/20932

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/20932

Title:	國際觀光旅館之服務品質、關係品質與顧客忠誠度之相關性研究─以台北、台中及高雄地區為例
Other Titles:	A Correlational Study of Service Quality, Relationship Quality and Customers' Loyalty for International Hotels in Taipei Tai-chung and Kaohsiung Areas
Authors:	王婷穎 WANG, TING-YING
Contributors:	旅遊事業管理研究所葉源鎰 Yeh, Yuan-Yi
Keywords:	服務品質;關係品質;忠誠度 service quality loyalty;relationship quality;loyalty
Date:	2002
Issue Date:	2015-05-25 15:17:32 (UTC+8)
Abstract:	本研究旨在探討國際觀光旅館服務品質與關係品質對顧客忠誠度的影響，並認為「服務品質」是促成良好關係品質的重要構面。緣此，本研究以「服務品質」與「關係品質」之相關性為出發點，來探討國際觀光旅館對顧客的互動關係。本研究對象以台北、台中及高雄地區國際觀光旅館為主，利用德爾菲技術（Delphi Technique）對國際觀光旅館管理業者及專家進行深度訪談，以建立適用於國際觀光旅館關係行銷之觀念性架構與研究假設。之後，以線性結構方程式進行實證分析及參數校估。本研究分析樣本含六位從事旅館業之高階主管與340位過去一年內曾經於台北、台中或高雄地區之國際觀光旅館住宿的消費者。研究發現：（1）業者對顧客之服務品質會正向影響其關係品質；（2）業者對顧客之之服務品質會正向影響顧客滿意度與忠誠度；（3）業者對顧客之關係品質會正向影響顧客滿意度與忠誠度；（4）顧客滿意度會正向影響顧客忠誠度，而由於各地區所面臨之競爭環境不盡相同，因此各地區之國際觀光旅館所面臨之影響程度亦不盡相同。 The study is aimed to investigate the relationships between service quality, relationship quality, customers’ satisfaction and customers’ loyalty among Taipei, Tai-chung and Kaohsiung international tourist hotels. A conceptual model of relationship quality and research hypotheses was first built based on the literature reviewed and a Delphi Technique conducted by this study. Next, data were collected and analyzed via a survey questionnaire and a linear structural relationship model which examined and explored the influences of service quality and relationship quality variables on customers’ satisfaction and loyalty. Study results indicated that: (1) service quality positively affects relationship quality, (2) service quality positively affects customers’ satisfaction and loyalty, (3) relationship quality positively affects customers’ satisfaction and loyalty, and (4) customers’ satisfaction positively affects their loyalty.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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