飯店服務品質、顧客滿意度、信任及再宿意願關係之探討—以飯店之特約廠商為例

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 987654321/22832

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Title:	飯店服務品質、顧客滿意度、信任及再宿意願關係之探討—以飯店之特約廠商為例
Other Titles:	Examining the Relationships between Hotel Service Quality, Customer Satisfaction, Trust and Revisit Intention--A case of Hotel's Contracting Enterprise
Authors:	張博文 Chang, Po-wen
Contributors:	旅遊事業管理研究所陳勁甫 Ching-fu Chen
Keywords:	飯店;顧客滿意度;信任;服務品質 hotel;service quality;customer satisfaction;trust
Date:	2007
Issue Date:	2015-08-06 16:37:09 (UTC+8)
Abstract:	本研究針對飯店之「服務品質」、「顧客滿意度」、「信任」及再宿意願關係之探討，其研究對象為有與南科園區周邊飯店簽約之特約廠商。透過郵寄問券調查之方式，共寄出與飯店有特約關係的廠商計三百八十八份，填寫後寄回共一百五十一份，有效問卷計一百四十一份。本研究使用敘述性統計分析、信度與效度分析、因素分析、單因子變異數分析與多元迴歸分析等統計分析方法進行資料分析。研究結果顯示：（一）飯店服務品質對顧客滿意度有顯著影響；（二）飯店服務品質對信任有顯著影響；(三) 飯店服務品質對再宿意願有顯著影響；（四）顧客滿意度對再宿意願有顯著的影響；（五）顧客之信任對再宿意願有顯著的影響；（六）顧客之滿意度對信任有顯著的影響。在經營管理方面，根據研究顯示，主要有下列二項：（一）飯店對廠商的行銷活動過程中，應注重產品品質與服務品質的改善提升，以增加廠商的滿意度。（二）飯店對廠商的服務及需求過程中，除了滿意度外，最重要還須獲得廠商的信任，才能增加廠商再宿的意願，所以飯店必須了解影響廠商再宿意願之因素為何加以增強改進。本研究實證結果可以提供飯店在開發新廠商之餘，亦能重視加強改善影響廠商再宿意願的因素。　　In this thesis, I want to study the relationships between the customer’s resist intention with the hotel’s service quality, customer’s satisfaction, customer’s trust. I have mailed 388 questionnarires to the enterprise which have contracted with the hotel around the Southern Taiwan Science Park（STSP）and retrieve 151 shares but 141shares are validity only. For analyzing statistics we use these methods: descriptive analysis, realibility and validity analysis , factor analysis , One-way ANOVA, multiple regressions analysis and so on to apply to this study.　　　　According to the statistics analysis, we found out: (1) service quality has obviously positive influence on customer’s satisfaction; (2) service quality has obviously positive influence on customer’s trust; (3) service quality has obviously positive influence on customer’s revisit intention; (4) customer’s satisfaction has significant influence on customer’s revisit intention; (5) customer’s trust has significant influence on customer’s revisit intention; (6) customer’s satisfaction has significant influence on customer’s trust.　　　　In the management aspect, following are the two main results which the study revealed: (1)the hotel should pay great attention to improve the product quality and the service quality on the enterprise’s market so that increasing the enterprise’s satisfaction. (2) Besides the satisfaction, the hotel should gain the enterprise’s trust importantly. That would be increasing the enterprise’s revisit intention. So the hotel must realize the reason why the enterprise want to revisit and to improve it.　　　　Finally, this study’s results offered some suggestions for the hotel to strengthen improve the reason of the enterprise’s revisit intention when the hotel are finding out the new enterprise.
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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