溫泉飯店服務品質、關係品質與顧客行為意向相關性之研究──以泰安觀止溫泉飯店為例

The Study on Relationship among Service Quality, Relationship Quality and Customer Behavior Intentions of Hot-Spring Hotel Industry - A case study of Onsen Papawaqa

近年來，由於國人生活品質提高，顧客意識抬頭，對於溫泉休閒飯店要求愈趨嚴格，亟須以顧客導向滿足消費者需求。本研究檢視泰安觀止溫泉飯店顧客服務品質、顧客關係品質、消費後顧客行為意向間關係。研究顯示，溫泉飯店的服務品質與顧客的行為意向具有正向相關性，飯店的服務品質與顧客的關係品質具有正向相關性，飯店的關係品質與顧客的行為意向具有正向相關性，在飯店服務品質對顧客行為意向效應中，關係品質具有部份中介效應。

In hot spring study, service quality evaluation, customer relationship evaluation, and surveys of customer behavior intention after consumption and population statistics variables were conducted to the travelers who had actually consumed in ONSEN PAPAWAQA, and the relationships between variables was examined. By understanding the relationships between the variables with empirical evidence, references to practical management can be provided to hotel management. The study result shows that costumers’ behavior intention significantly differs with their education, and behavior intention significantly differ with customers’ occupation. In addition, service quality and customers’ relationship quality are related; service quality and customers’ behavior intention are related. Finally, the relationship quality mediates the relationship between service quality and customers behavior intention.