觀光飯店服務品質、顧客滿意度及顧客忠誠度之研究－以花蓮遠雄悅來大飯店為例

The Study on Service Quality, Customer Satisfaction and Customer Loyalty of Tourist Hotels-Take Farglory Hotel Hualien as an Example

李翰林(Han-Lin Lee)；李英蘭(Ying-Lan Lee)

花蓮遠雄悅來大飯店 ； 顧客滿意度 ； 顧客忠誠度 ； 住宿再回流 ； 問卷調查 ； 傳統統計方式 ； Farglory Hotel Hualien ； Service quality ； Customer satisfaction ； Customer loyalty ； Questionnaires ； Statistical method

計量管理期刊

18卷2期（2021 / 11 / 01）

27 - 47

繁體中文

本文以花蓮遠雄悅來大飯店為探討及研究對象，在疫情影響與花蓮觀光飯店高住房率的狀態之下，如何維持良好的服務品質以及提升顧客滿意度，進而增加顧客忠誠度，達到住宿再回流的最大效果。首先採用問卷調查法探討消費者對服務品質、顧客滿意度與顧客忠誠度整體的看法，實證分析結果，了解國際觀光飯店顧客所屬認同感之實際情形，客觀的論述國際觀光飯店在服務品質顧客滿意度與顧客忠誠度之關係。其次採用問卷調查方式進行研究，總計發出356份問卷，排除掉遺漏值及填答無效問卷56份，有效問卷總計為300份回收率為84.3%。則使用傳統統計方式，分別為的描述性統計分析，Pearson相關分析及迴歸分析三種方式進行資料分析。經由實際的分析，可以得到觀光飯店的服務品質對顧客滿意度及忠誠度具有顯著正向影響；觀光飯店的服務品質對顧客具有顯著正向影響；觀光飯店的顧客滿意度對顧客忠誠度有顯著正向影響及不同人口統計變項之顧客在服務品質、顧客滿意度及顧客忠誠度部份產生顯著差異等結果，可以做為往後在此一方面研究的參考。

The paper uses Farglory Hotel Hualien as the object of discussion and research. Under the influence of the epidemic and the high occupancy rate of Hualien Tourist Hotel, how to maintain good service quality and improve customer satisfaction, thereby increasing and achieving accommodation in the optimal effect of reflow. First, the questionnaire survey method is used to explore consumers' overall views on service quality, customer satisfaction and customer loyalty. The results of empirical analysis are used to understand the actual situation of the identity of international tourist hotels, and to objectively discuss the customer satisfaction of international tourist hotels in terms of service quality. The relationship between degree and customer loyalty. Secondly, 356 questionnaires were sent out, excluding missing values and 56 invalid questionnaires were filled out. The total number of valid questionnaires was 300, and the recovery rate was 84.3%. It uses traditional statistical methods, namely descriptive statistical analysis, Pearson correlation analysis and regression analysis for data analysis. Through actual analysis, it can be obtained that the service quality of tourist hotels has a significant positive correlation on customer satisfaction and loyalty; the service quality of tourist hotels has a significant positive correlation on customers; and the customer satisfaction of tourist hotels has a significant positive correlation on customer loyalty. The positive correlation and the significant differences in service quality, customer satisfaction and customer loyalty among customers with different demographic variables can be used as a reference for future research in this area.

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