住宿產業之商務旅館服務品質與顧客滿意度關係之研究

The Relationship Study of Service Quality and Customer Satisfaction- A Case of the Business Hotel in Hospitality Industry

隨著工商業的發達，經濟的成長對國內休閒產業的風行，住宿產業的商務旅館隨之活絡。需知國內商務旅館大多數位於都會區內，交通便利、可及性高及方便性為重要考量因素；另外為滿足商務客人的住宿與業務接洽的需求，消費者對於各項軟、硬體設備的新穎，及服務項目的多元化，如娛樂、電子商務、餐飲及商務接待區等，更是一個值得探討的課題。本研究主要在於透過問卷調查法，由訪問人員於大台中地區多家商務旅館門口進行調查，將問卷交於商務客人與遊客自行填寫，寫完成問卷後，由訪問員回收，共收有效問卷584份，有效回收率為73％。所得的資料依商務客人口統計變化，運用t檢定，單因子變異數分析，Pearsom相關分析，探研國內住宿產業之商務旅館服務品質與顧客滿意度之間相關研究。研究結果發現：不同的〝人口統計變數〞，對住宿產業之商務旅館的〝服務品質〞好壞對〝顧客滿意度〞有顯著差異；另一方面，得知住宿產業之商務旅館〝服務品質〞對顧客滿意度之關係為正相關，從實務意涵說明其具備創造更多的重複消費顧客之效益。

With industry and commerce developed, the economic growth of the popularity of the domestic leisure industry, lodging industry business hotel is along with development. Known by most domestic business hotels are located in the metropolitan area, convenient transportation, highly convenience can be important considerations and; addition to business and business to meet the accommodation needs of the guests approached the consumer for various hardware and software equipment diversified novel, and services, such as entertainment, e-commerce, catering and business reception areas, etc., it is a subject worth to explore. This study is mainly through questionnaires, the interviewers conducted in a large number of business hotels in Taichung door surveys, and questionnaires are for business guests and tourists to fill out. After the questionnaires completed, recovered by the interviewers and received a total of 584 valid questionnaires, the effective rate was 73%. The resulting data collected by business travelers’ demographic changes, the use of t-test, one-way ANOVA, Pearson correlation analysis, to explore business hotel related research between service quality and customer satisfaction in domestic lodging industry. The results of study showed that different 'demographic variables' on the lodging industry business hotel 'service quality' significant difference in the quality of 'customer satisfaction'; on the other hand, the lodging industry business hotel 'service quality' on the relationship between customer satisfaction is positively related instructions from the practical implications that it has to create effective consumer customers of more repetitions.