國際觀光旅館宴會廳之新郎、新娘對婚宴滿意度與忠誠度之研究－以客製化爲中介效果

A Study of Groom and Bride's Satisfaction and Loyalty towards Wedding Banquets at International Tourist Hotels-Mediated by Customization

10.29429/JSLHR.201003_5(1).06

許順旺(Shun-Wang Hsu)；楊麗穎(Lin-Ying Yang)；蘇紅文(Hung-Wen Su)；蘇靜蕙(Ching-Hui Su)

顧客滿意度 ； 客製化 ； 顧客忠誠度 ； 婚宴產業 ； customer satisfaction ； customization ； customer loyalty ； wedding banquets industry

運動休閒餐旅研究

5卷1期（2010 / 03 / 01）

103 - 130

繁體中文

本研究主要目的在探討台灣國際觀光旅館宴會廳之新郎、新娘對婚宴滿意度、客製化與忠誠度之相關研究，以問卷調查方式對台灣國際觀光旅館在宴會廳舉辦婚宴一年內的新人爲施測對象，以便利抽樣方式，發放700份問卷，有效問卷爲231份。此外，針對國際觀光旅館宴會廳經理與協理及結婚一年內的新人進行深度訪談，探究實際決策考量因素及未來理想願景。最後，結合飯店業者及消費者兩方面的共同理念，提供國際觀光飯店對未來婚宴規劃方面有具體及明確的方向。研究結果顯示，客製化與顧客滿意度呈現顯著正相關；客製化與顧客忠誠度呈顯著正相關；顧客滿意度與口碑、價格容忍度及重回意願呈顯著正相關，但服務品質滿意度與口碑、價格容忍度及重回意願皆未達顯著相關性，而場地佈置滿意度與價格容忍度未達顯著相關性；客製化對於顧客滿意度與忠誠度之間具有中介效果。

The purpose of this research mainly investigated treat the groom and the bride's satisfaction, customization and loyalty towards wedding banquets at international tourist hotels in Taiwan. The concepts of the quality of service satisfaction and the satisfaction of meat and beverage are applied on the basis of the other researchers' questionnaires, while the remaining variables of this study are developed by in-dept interviews. Questionnaire surveys are then delivered to grooms and brides who married within one year at the wedding banquets of International Tourist Hotels in Taiwan. Seven Hundred questionnaires were delivered and 231 questionnaires were returned with valid data. In addition, from the in-depth interviews with wedding banquets managers and assistant managers at International Tourist Hotels, and newlyweds who married within a year, we discuss policy-making considerations and future vision of wedding banquets. Lastly, combining ideas from hotel operators and consumers, this study aims to depict some specific and explicit direction for wedding planning in International Tourist Hotels. The study results indicate that there is significantly positive effect of customization to customer satisfaction. We also find that the higher degree of customization, the higher customer loyalty; the higher degree of customer satisfaction, the higher oral traditions, price tolerance and revisiting willingness. However, the quality of service satisfaction has no significant effect on oral traditions, price tolerance and revisiting willingness. Besides, the satisfaction of location arrangement has no significant effect on price tolerance. The results also presents that customization has mediate effect on customer satisfaction and loyalty.

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