顧客滿意度、服務品質及外在因素對消費者再宿意願之探討──以寶來地區觀光溫泉旅館為例

The Influences of Customer Satisfaction, Service Quality and External Factor on Tourist Revisit Intention

對旅館業而言，滿足顧客需求，使顧客滿意，是業者經營旅館的重要課題，然而許多研究指出，顧客滿意度越高會提升顧客忠誠度，進而產生顧客再宿意願。提升顧客滿意度是重要的，而顧客忠誠度及服務品質更是不可忽視的；因此本研究利用問卷方式進行顧客對旅館滿意度及重遊因素調查，探討顧客滿意度、服務品質、外部因素對旅客重遊因素之影響，以寶來地區觀光溫泉旅館為例。在本研究使用複迴歸檢驗客務、客房與人員服務的相關性，做出有顯著差異的結果；由此可以證明三者是有關係的。所以業者若要提升顧客再宿意願，則要在此三方面做改善才可以更吸引顧客。

To meet customer need and to increase customer satisfaction are the important lessons for the hotel business owners. Many researches have indicated that customer satisfaction can lead the increase of customer loyalty and further to render tourist revisit. Therefore, the increase customer satisfaction is important so do customer loyalty and tourist revisit rate to the hotel business owners. The study utilizes the questionnaire to collect data from tourists staying at the Bulai Hot Spring Area to investigate the influences of customer satisfaction, service quality, and external factors on tourist revisit intention. The results show that customer satisfaction, service quality, and external factors are all have related to tourist revisit intention.