臺灣國際觀光旅館服務品質、信任與顧客忠誠度關係之實證研究

An Empirical Study of the Relationships among Service Quality, Trust, and Customer Loyalty in Taiwan International Tourist Hotels

10.29423/JSRR.200812_3(2).0009

陳建成(Chien-Cheng Chen)；陳建佑(Chien-Yu Chen)

服務品質 ； 信任 ； 顧客忠誠度 ； 國際觀光旅館 ； 問卷調查 ； service quality ； trust ； customer loyalty ； international tourist hotel ； questionnaire

運動與遊憩研究

3卷2期（2008 / 12 / 01）

163 - 181

繁體中文

本研究旨在探討臺灣國際觀光旅館服務品質對顧客忠誠度之關係，服務品質對信任之關係，以及信任對顧客忠誠度之關係分別加以探討，接著再進一步探討服務品質、信任以及顧客忠誠度三者之綜合關係。本研究採用問卷調查方式進行實證，總共發放300份問卷，回收有效問卷222份。首先，透過因素分析進行關鍵因素的萃取，接著採用複迴歸分析驗證本研究各變項的影響關係。本研究實證結果發現如下：(1)服務品質對顧客忠誠度呈現正向直接影響；(2)服務品質對信任呈現正向直接影響；(3)信任對顧客忠誠度呈現正向直接影響；(4)臺灣國際觀光旅館的服務品質會透過服務價值而對顧客忠誠度產生中介影響。

The major purpose of this study is to explore the relationships among service quality, trust and customer loyalty. Extensive literature review was done to identify key dimensions of the research variables and to build up the research framework. 300 questionnaires were issued and received responses 222 effective responses. First, analyzed the data by factor analysis to find out key factors, and then we used multiple regression analysis to measure the relationship amongst the variables. The major finding of this study includes: (1) The service quality has positive direct effect on customer loyalty; (2) The service quality has positive direct effect on trust; (3) The trust has positive direct effect on customer loyalty; and (4) The trust has positive interaction effect on service quality and customer loyalty.

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