商務旅館服務品質對顧客滿意度、顧客忠誠度之研究──以北海大飯店

Customer satisfaction, customer loyalty research business hotel service quality- to Beihai Hotel

本研究旨在探討北海大飯店的服務品質、顧客滿意度對忠誠度之關係。目的：一、瞭解北海大飯店服務品質、顧客滿意度與忠誠度的現況。二、探討北海大飯店服務品質與顧客滿意度的關連性。三、探討北海大飯店服務品質、顧客滿意度對忠誠度之預測力。方法：本研究採問卷調查法，以「北海大飯店服務品質、顧客滿意度對忠誠度」問卷為研究工具，並以北海大飯店的顧客為研究對象，共發出312份，回收300份，剃除無效問卷3份，回收率為 97%。本研究後續在來源可信度的衡量上，即採用Ohanian之作法，。本研究主要針對實際至北海大飯店商務旅館消費的顧客進行問卷調查，了解顧客在投宿後對該商務旅館服務品質的感受，再進一步探討服務品質、顧客滿意度及忠誠度三者之間的關係。另一方面，加入人口統計變項，了解不同的人口統計變項對於服務品質及顧客滿意度是否會有不同的影響。

This study aimed to investigate the quality of service Beihai Hotel , the relationship between customer satisfaction on loyalty . Purpose: First, understand Beihai Hotel service quality , customer satisfaction and loyalty Status of . Second, to explore the Beihai Hotel l service quality and customer satisfaction related nature . Third, to explore the Beihai Hotel service quality, customer satisfaction on loyalty predictive power . Methods: This study used questionnaires to ' Beihai Hotel service quality, customer satisfaction loyalty ' questionnaire as a research tool , and Beihai Hotel customers for the study, issued a total of 312 were returned 300 copies, shaved In addition to three invalid questionnaires , recovery of 97 %. The follow-up study on source credibility measure , which uses Ohanian 's practice . This study aimed to actual consumption Beihai Hotel Business Hotel customer questionnaires , after staying understand customer service quality feel of the hotel business , and further explore the service quality, customer satisfaction and loyalty among the . On the other hand , adding demographic variables , understanding different demographic variables of service quality and customer satisfaction whether there will be a different impact.