飯店的服務品質與績效與給予的小費有關？

Are the Service Quality and Performance in Hotels Associate with Tipping?

本研究以台灣某五星級飯店為研究對象，首先探討飯店服務品質對給小費可能性、飯店績效之影響。其次，本文亦探討旅客給小費的可能性、旅客給小費的動機分別對飯店績效之影響。最後，本文進一步探討，旅客給小費的動機對旅客給小費的可能性之影響。本研究設計以單一情境進行問卷的發放，有效問卷共為293份，並以簡單線性迴歸進行驗證。研究結果顯示：（1）服務品質（含有形性、可靠性、回應性、保證性與同理心）與旅客給小費的可能性具正向關係；（2）服務品質對飯店績效（含消費者滿意度、忠誠度、終生價值與持續購買意願）具正向影響；（3）旅客給小費的可能性對飯店績效具正向影響；（4）旅客給小費的動機對飯店績效不具影響力；（5）旅客給小費的動機對旅客給小費的可能性具影響力。本文的研究結論亦帶給旅館業豐富的行銷意涵。

This study takes a five-star hotel in Taiwan as an example to design the context. First, this study is investigating the effects of service quality to the likelihood of tipping and hotel performance. Second, this study is investigating the effects of the effects of likelihood of tipping and motivation of tipping to hotel performance, and the effects of the motivation of tipping to hotel performance. Furthermore, this study is investigating the effects of motivation of tipping to likelihood of tipping. This study uses only one experimental design and applies simple linear regression and ANOVA to verify the hypotheses. 293 samples are valid. The results are as follows. First, service quality (tangibles, reliability, responsiveness, assurance, and empathy) is found to be significantly and positively related to the likelihood of tipping. Second, the service quality is found to be significantly and positively related to hotel performance (consumer satisfaction, loyalty, lifetime value, and continued purchase intention). Third, the likelihood of tipping is found to be significantly and positively related to hotel performance. Fourth, the motivation of tipping is not found to be significantly related to hotel performance. Fifth, the motivation of tipping is not found to be significantly to the likelihood of tipping. Research findings of this study provide hotel industry with rich marketing implications.