旅遊市場的競爭，近年來已由實體戰場進入到虛擬網路，在面對需求更多元化和觸摸不到的消費者時，為求能緊緊抓住顧客，有必要針對網路顧客滿意度進行瞭解與掌握。本研究主要探討消費者使用網路線上訂房服務滿意度之影響因素與關係，實證資料採用網路問卷調查方式蒐集，問卷回收共得有效樣本233份。實證分析結果發現：(1)受訪者採用線上訂房主要原因為「可利用網路，多家比較」、「具便利性」及「價格便宜」三項。(2)受訪者對網路線上訂房之期望服務經因素分析萃取並命名為「產品更新功能」、「溝通附加功能」、「網站資訊提供功能」與「會員自助功能」四項因素。而實際知覺服務經因素分析萃取並命名為「互動實惠功能」、「產品聚合功能」與「交易附屬功能」三項因素。(3)顧客滿意度關係模式經結構方程式模式分析結果發現：期望服務對知覺服務具顯著直接正向影響，且期望服務需透過知覺服務對整體滿意度與忠誠度產生間接影響，知覺服務分別對整體滿意度與忠誠度具正向直接影響，整體滿意度對忠誠度有顯著直接正向影響。 The study mainly focuses on investigating the customer satisfaction relationship of internet on-line accommodation reservation services. A total number of 233 effective samples are obtained from the users of on-line accommodation reservation services through internet questionnaire survey conducted by the study. The main findings include (1) 'product comparison via internet', 'convenient usage' and 'lower price' are the most popular reasons for using on-line accommodation reservation services; (2) The expectance of on-line service and its perceived performance are hypothesized to be the two antecedent factors affecting customer satisfaction. Through factor analysis, the former can be represented by four functions, i.e. 'product information updating function', 'interactive communication function', 'website information providing function' and 'membership self-help function, while the later by three functions, i.e. 'interactive budget offer function', 'product-combining function' and 'trading provided function'. (3) From the analysis of structural equation model, the expectance of on-line services has significant direct positive effect on the customer's perceived performance but indirect effect on customer's satisfaction and loyalty. In addition, perceived performance has significant effect on both satisfaction and loyalty directly. Satisfaction also has significant positive effect on loyalty directly.
