The Role of Customer Satisfaction Variables in Gaining Customer Loyalty: A Case Study of Isis Hotel & SPA in Turkey

贏得顧客忠誠度－客戶滿意度變相的關鍵因素：土耳其Isis溫泉旅館之研究探討

10.29916/JMPP.201212.0003

穆馬速(Massoud Moslehpour)；黃偉齡(Wei-Ling Huang)；Zehra Erdoğmuş

消費者滿意度 ； 消費者忠誠度 ； 旅館業 ； 土耳其 ； 旅館管理 ； 文化研究 ； customer satisfaction ； customer loyalty ； hotel industry ； Turkey ； hotel management ； cultural studies

管理實務與理論研究

6卷4期（2012 / 12 / 01）

38 - 61

英文

世界各地的旅遊業每天都在蓬勃發展，對於這些度假勝地，身為消費者的我們，有著各式各樣的選擇。然而消費者只能在一個固定的時間點選擇一處為享受美好假期時光。而且當消費者結束假期後，若他們對所選擇的旅館感到不滿意時，當下次假期來臨，勢必不會選擇同一間旅館。反之若他們對所選擇的旅遊住所感到滿意時，再次光臨的意願相對就會偏高，正所謂的消費者忠誠度。此研究調查土耳其飯店在觀光服務產業上決定顧客滿意度的考量因素。目的在於：一、調查消費者滿意度與忠誠度之間的關係；二、調查土耳其民眾及外國遊客對於消費者滿意度及忠誠度上的差異；三、男性和女性在消費者滿意度及忠誠度上之差異性。利用我們在土耳其當地Isis溫泉旅館所收集到的問卷資料，並使用統計套裝軟體(SPSS)進行數據的測試，模擬結果經過討論後則使用回歸分析及共變數分析(Regression analysis and ANOVA)。本論文將會指出消費者忠誠度與滿意度之間的關係，旅館經營中主要的因素（決策的人員、內部的管理、食物、飲品、休閒活動以及人身與財產的安全性）都將被分析及探討。此研究結果將指出有利於旅館在經營及管理上的行銷策略。

Tourism is a growing industry worldwide. For every vacation destination in the world, there are several accommodation alternatives. Customers however, have to make a choice of only one spot for their vocations. When customers finished their holiday, if they are not satisfied, next time for their holiday, they look for a different hotel. If they are satisfied, they will come back again, resulting in customer loyalty. This paper reports the findings of a study to examine the determinants of customer satisfaction in the hospitality industry in Turkey. The purposes of this paper are: 1) to investigate the determinant factors on customer satisfaction and 2) to investigate the relationship between customer satisfaction and customer loyalty. Using the data collected from Isis Hotel & SPA in Bodrum, Turkey the research questions were tested through Statistical Package for the Social Sciences (SPSS). The modeling results are discussed using Regression analysis and ANOVA. This paper will report on the results of relationship between customer satisfaction and customer loyalty. The role and influence of major departments (front office, housekeeping, food / beverage, leisure activities and safety & security) in hotel are analyzed and discussed. The findings of this study will benefit marketing strategy for resort hotels.

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