服務品質、期望落差、滿意度與忠誠度關係之研究－以琉球鄉民宿為例

南華大學機構典藏系統 > 管理學院 > 旅遊管理學系(旅遊管理碩士班) > 博碩士論文-旅遊管理碩士班 > Item 987654321/26604

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題名:	服務品質、期望落差、滿意度與忠誠度關係之研究－以琉球鄉民宿為例
其他題名:	A Study on The Relationship among The Service Quality, Expectation Gap, Satisfaction and Loyalty: Take Xiaoliuqiu B&B for Example
作者:	黃正宏 HUANG, CHENG-HUNG
貢獻者:	旅遊管理學系旅遊管理碩士班丁誌魰 TING, CHIH-WEN
關鍵詞:	民宿;服務品質;期望落差;滿意度;忠誠度 B&B;Service Quality;Expectation Gap;Satisfaction;Loyalty
日期:	2018
上傳時間:	2018-12-20 16:40:41 (UTC+8)
摘要:	屏東縣琉球鄉，俗稱小琉球，位於東港鎮西南方外海之離島。由於國內旅遊型態的改變，國內短期旅遊盛行，民宿業者須提供能符合遊客期待的服務，提升遊客滿意度與忠誠度，進而成就永續經營的目的。本研究以消費者行為理論為基礎，以琉球鄉民宿為研究對象，透過李克特尺度量表問卷進行調查，研究構面分成「服務品質」與「活動行程」兩大項，遊客以投宿前後的期望與滿意程度分別填答，當中的差異可以產生預期與現實的「期望落差」，最後再總結民宿整體體驗的「滿意度」與「忠誠度」。採用的分析方法有敘述性統計、信效度分析、獨立樣本t檢定、單因子變異數分析、逐步迴歸分析。　　研究結果顯示：1.遊客以男性、大專在學或已畢業學生為主。2.「有形性」、「可靠性」、「保證性」與「活動行程」的滿意程度對民宿整體滿意度有正向顯著影響。3.「有形性」、「活動行程」的滿意度與民宿整體滿意度對忠誠度有正向顯著影響。4.遊客投宿前後的「期望落差」對整體滿意度無顯著影響。5. 遊客投宿前後「活動行程」的「期望落差」對忠誠度有正向顯著影響。本研究結果發現琉球鄉民宿的「有形性」與「活動行程」對遊客的忠誠度有顯著正向影響，若要提升遊客的重遊率，首要從民宿的外觀與相關的套裝行程活動著手改善，才是提升遊客住宿意願的方法。　　Ryukyu Township, Pingtung County, commonly known as the small Ryukyu, located in the town of Donggang southwest of the outlying islands. Due to the change of domestic tourism patterns and the prevalence of short-term domestic travel, the home and hotel industry operators must provide services that meet the expectations of tourists and enhance visitor satisfaction and loyalty so as to achieve sustainable management. Based on Consumer Behavior Theory and Ryukyu Township Bureaus, this study conducts a survey using the Likert Scale Questionnaire. The research covers two major aspects: service quality and activity schedule. Before and after accommodation Of the expectations and satisfaction levels, respectively. The differences among them can lead to the ＂expected gap＂ between expectations and reality. Finally, we sum up the ＂satisfaction＂ and ＂loyalty＂ of the overall experience of B & B. The analysis methods used include descriptive statistics, reliability and validity analysis, independent sample T test, single factor analysis of variance, stepwise regression analysis.　　The results show that: 1. Visitors to men, college students or graduated students. 2. The degree of satisfaction of ＂materiality＂, ＂reliability＂, ＂guarantee＂ and ＂activity schedule＂ have a positive and significant impact on overall satisfaction of B & B. 3. The satisfaction of ＂tangibleness＂ and ＂activity schedule＂ and the overall satisfaction of B & D have a significant positive impact on loyalty. 4. The ＂expected drop＂ of tourists before and after their stay had no significant effect on overall satisfaction. 5. The ＂expected drop＂ in the ＂itinerary＂ before and after tourists' stay has a significant positive impact on loyalty. The results of this study show that the ＂physicality＂ and ＂activity＂ of Ryukyu Township B & B have a significant positive impact on the loyalty of tourists. To enhance the re-entry rate of tourists, the improvement mainly depends on the appearance of the B & B and the related package activities.
顯示於類別:	[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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