運用線性結構方程模式探討國際觀光旅館服務品質、顧客滿意度與忠誠度關係之研究

A Study of Applying Linear Structural Equation Modeling to Investigating Service Quality, Customer Satisfaction and Loyalty of International Tourist Hotels

10.29423/JSRR.200912_4(2).0004

張蓓蒂(Betty Chang)；許立群(Li-Chun Hsu)；李世昌(Shih-Chang Lee)

國際觀光旅館 ； 服務品質 ； 顧客滿意度 ； 忠誠度 ； 結構方程模式 ； International Tourist Hotel ； Service Quality ； Customer Satisfaction ； Loyalty ； Structural Equation Modeling SEM

運動與遊憩研究

4卷2期（2009 / 12 / 01）

46 - 62

繁體中文

觀光產業已成爲本世紀最具社會經濟指標的產業，而且也成爲許多國家賺取外匯的主要來源，而國際觀光旅館業在發展觀光事業上扮演相重要的角色。自從政府實施週休二日之後，國人花費更多時間從事旅遊活動，旅館業儼然成爲休閒、觀光產業的核心。本研究旨在探討服務品質、顧客滿意度與忠誠度之關係，並以國際觀光旅館爲實證分析對象。本研究之資料收集方式係採用問卷調查法。本研究之總回收問卷爲420份，其中有效問卷爲403份(95.78%)。資料分析係採用敘述性統計、信效度分析、單因子變異數分析、以及結構方程模式等方法。本研究結果發現：經由結構方程模式分析得知四個假設全部成立。核心價值對顧客滿意度具有正向且顯著差異性；服務態度對顧客滿意度具有正向且顯著差異性；附屬價值對顧客滿意度具有正向且顯著差異性；顧客滿意度對忠誠度具有正向且顯著差異性。最後本研究結構方程模型配適度具有高度的解釋力。最後基於本研究結果，對未來目標市場選擇、擬定行銷與發展策略提出建議，以作爲業者未來經營方向及策略之參考。

Tourism industry has become the most socio-economic indicator in this century, and has also become a major source of foreign exchange in many countries. International tourist hotels play an important role in the development of the tourism industry. Since the government has implemented two days off per week, our citizens spend more time in traveling. Hotel industry is actually the core of recreational tourism industry. This study aims at investigating the relation among service quality, customer satisfaction and loyalty and also focuses on the empirical analysis of international hotels. The questionnaire survey is adopted for the data collection in this study. A total of 420 questionnaires were collected for this study, and 403 of these 420 questionnaires were effective (95.78%). The data analysis included descriptive statistics, reliable analysis, validity analysis, one-way ANOVA and structural equation model. The results of this study were showed as below: Four hypotheses were all supported through the analysis of the structural equation modeling. There was a positive and significant difference between the core value and the customer satisfaction. There was a positive and significant difference between the service attitude and the customer satisfaction. There was a positive and significant difference between the added value and the customer satisfaction. There was a positive and significant difference between the customer satisfaction and the loyalty. Finally, the results revealed that the structural equation modeling was able to provide a complete explanation. The last part of the study attempts to provide certain improvements in marketing strategies, as well as promotional strategies for these different types of consumers for companies.

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