溫泉會館顧客滿意度、重遊意願及忠誠度相關之研究－以礁溪和風系列溫泉會館為例

The Research of Customer Satisfaction, Revisiting Willingness and Royalty-Focus on the Japanese-style Hot Spring Accommodations in Cha-his

10.6665/JLYIT.2008.7.136

高興一(Hsing-I Gau)；林杏麗(Hsing-Lee Lin)

溫泉會館 ； 顧客滿意度 ； 重遊意願 ； 忠誠度 ； hot spring accommodation ； customer satisfaction ； revisiting willingness ； loyalty

蘭陽學報

7期（2008 / 06 / 01）

136 - 142

繁體中文

目的：旨在針對溫泉會館顧客背景變項、消費行為、滿意度、重遊意願、忠誠度之分析，以及瞭解顧客滿意度、重遊意願對忠誠度之預測效果。方法：以礁溪和風系列溫泉會館顧客為對象採用問卷調查方式結果得到365份有效問卷，並運用SPSS10.0進行統計分析。 結果：一、受訪顧客以男性、已婚、大學程度以上、21~30歲、職業方面以服務業為最多，而居住地以北部的顧客居多。二、顧客到溫泉會館選擇以泡雙人池、過夜、交通工具以自用汽車最多。到會館的原因以專程而來居多、消費金額以1001-2000元比例為最高。約50%顧客不認識溫泉的醫療特性、大部份的顧客希望服務人員教導泡湯的基本常識。三、不同性別、年齡、婚姻、教育程度、職業的顧客在品質滿意度上皆有顯著差異。四、溫泉會館顧客的滿意度、重遊意願可預測其忠誠度。 結論：現代社會大眾日益重視健康，所以，一個紓解壓力、健康休閒、養生美食的多元遊憩環境是旅遊消費者所期待的；而溫泉會館顧名思義「溫泉」為其天然資源之優勢，善用溫泉的醫療特性、教育顧客對於溫泉的認識、提供一個舒適的泡湯環境，以滿足現代人對於健康休閒的需求，故能提升顧客對於經營者的滿意度與忠誠度。

The customer satisfaction questionnaire is the major instrument employed in the study and analyzes the data with the SPSS10.0 system. There are 365 available questionnaires have answered by the customers in the Japanese-style hot spring accommodations of Cha-his. The result shows that 1. the most interviewees are male, married people, well-educated and within the age 21 to 30. Additionally, most of customers are engaged in the service trade; many of them are the residents in the northern area. 2. Double-tub, stay overnight and car-driving are the main choices of the hot spring accommodation customers. Moreover, most of them get there for a special trip and the higher rate of the cost is between 1001 to 2000 dollars. Approximately, 50% of customers are not familiar with medical treatment of the hot spring and they are willing to know the basic knowledge of taking hot spring from customer service personnel. 3. The customer satisfactions have the obvious dissimilarities due to the different gender, age, marital status, educational level and career of customers. 4. Therefore, the hot spring accommodation customers’ satisfaction and the revisiting willingness can predict the loyalty. In conclusion, the physical condition issue is well concerned in general nowadays; therefore, a leisure resort which provides the pressure releasing environment and the healthy nourishment is expected by people. The hot spring is the great advantage of the hot spring accommodations; it would advance the customers' satisfaction and loyalty to the proprietor in consequence as long as the dealer use the medical treatment of hot spring, educate the customer to be familiar with the hot spring, provide an easeful environment to take hot springs and satisfy the necessary of healthy leisure to people.

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