台灣休閒渡假旅館產業市場發展蓬勃、競爭激烈，業者想要培養長期忠誠顧客卻又受到休閒渡假旅館特性之影響而不易達成，因此如何滿足顧客需求，以提升顧客滿意度，並維繫既有顧客進而創造口碑，成為休閒渡假旅館業努力的重點，而適當運用關係行銷可有效的增加顧客的忠誠度，因此本研究欲建立休閒渡假旅館的關係品質模式，進而探討影響關係品質的因素及其所導致的結果。 本研究以問卷調查方式，針對統茂休閒旅館系列5家連鎖飯店之再宿顧客進行問卷發放，共發出300份問卷，有效問卷247份，有效回收率82.3%。問卷回收後，以SPSS及LISREL統計軟體，進行描述性統計分析、變異數分析及線性結構模式分析，以確認影響休閒渡假旅館關係品質(信賴、滿意及承諾)之變項，並確立休閒渡假旅館關係品質模式。 主要研究結果為：1.統茂休閒旅館系列之主要舊有顧客群為21∼40歲間、大學(專)教育程度、平均月收入2萬至4萬、來自南部和北部、單間旅館的住宿次數2∼3次的旅客。2.旅客的年齡、教育程度、個人平均月收入及住宿次數不同，會使其對關係品質模式之銷售人員屬性、關係品質及顧客忠誠度構面有顯著差異。3.顧客導向(瞭解顧客需求、解決顧客問題)會正向的影響關係品質(信賴、滿意、承諾)。4.關係銷售行為(相互揭露、合作意願、互動強度)會正向影響「關係品質」。5.銷售人員屬性(專業知識、經驗、外貌)會正向影響「關係品質」，且其對關係品質之影響最為強烈。6.關係品質會正向影響顧客對旅館之再購意願。7.關係品質對衍生行為不具顯著正向影響。8.再購意願對衍生行為具正向影響。 Resort hotel industries in Taiwan have rapidly expansion and competition. Managers want to develop long-term faithful customers, but it was effect by resort hotel attributes. It is very important to increase word-of-mouth satisfying customer needs to enhance satisfaction and keep original customers. Using relationship marketing can improve customer loyalty effectively. The study aims to establish model of relationship quality and understand related factors and results. This study on customers who return to the Toong Mao Resorts and Hotels was surveyed by questionnaires. A total of 300 questionnaires were issued and 247 valid samples was used. The rate of recovery was 82.3%. By using SPSS and LISREL as statistical analysis tools, descriptive statistic, ANOVA analysis, and structural equation model were tested, it was found out the determinants of customer relationship quality (trust, satisfy and commitment). The conclusion of this survey is as following：1. The most of original customers in the age of 21~40, highly education is university, average income 20,000~40,000, located in north and south of Taiwan, average accommodate 2~3 frequency.2. Customer’s age, education, average income and accommodate frequency were significant differences in salesperson attribute, relationship quality and customer loyalty.3. There is a positive relationship between customer orientation and relationship quality. 4. There is a positive relationship between relational selling behavior and relationship quality.5. There is largest positive relationship between salesperson attributes and relationship quality.6. There is a positive relationship between relationship quality and intent to repurchase.7. There is no significant affect between relationship quality and derivative behavior. 8. There is a positive relationship between intent to repurchase and secondary behavior.
