臺灣博碩士論文加值系統

近年來民眾對休閒放鬆活動的需求大幅提升，也促進了旅遊業的發展，特別是民宿行業。然後，隨著「陸客減少」，經濟不景氣之議題慢慢發酵，民宿業逐漸出現供大于求的現象。如何能在愈來愈競爭的環境下生存下來是民宿業者共同的議題。早期學者探討在服務業中，親密關係能顯著影響顧客滿意度及忠誠度；也有學者研究表示顧客性格對顧客滿度及忠誠度之關係。而鮮有文獻探討顧客性格作為調節變數，如何影響親密關係對顧客滿意度與忠誠度之關係，特別是在餐旅領域。故本研究的主要目的在於了解顧客性格調節影響親密關係對顧客滿意度與顧客忠誠度之關係。研究樣本為曾住過台灣民宿之顧客，採用便利抽樣之方式，與2019年4月7日至4月14日，共發放400份紙本及網絡問卷，回收386份，其中有效問卷為341份，回收率為85.25%。研究結果顯示開放性、外向性、親和性及神經質顯著調節親密關係對顧客滿意度之關係。本研究結論可供民宿相關業者參考。

With the help of demand for leisure, Tourism industry has been buoyant for few years, especially B＆B business in Taiwan. However, there is a trend that B＆B market has an oversupply due to reduction of Mainland China traveler and other factors. Therefore, B＆B hosts are facing the issue that how to survival from the increasingly competitive market. Based on literature review in hospitality industry, it is found that customer intimacy has significant influence on customer satisfaction and loyalty; while, customer personality also has significant influence on customer satisfaction and loyalty. However, there are few paper that focus on the moderation of customer personality on the relationship between customer intimacy, customer satisfaction and customer loyalty. Hence, the purpose of the paper is to explore how customer intimacy could influence customer satisfaction and loyalty under the moderation of customer personality. 400 questionnaires were distributed from 7th April to 14th April, 2019, and 341 questionnaires has been completed as valid. The finding suggests that openness, extraversion, agreeableness and neuroticism significantly moderate the relationship between customer intimacy, customer satisfaction and loyalty.

摘要 I
Extended Abstract II
誌謝 VI
目錄 VII
圖目錄 VIII
表目錄 IX
第一章 緒論 2
第一節 研究背景與動機 2
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻回顧與探討 8
第一節 民宿之定義與發展 8
第二節 親密關係（Customer Intimacy） 11
第三節 顧客性格 （Customers’ Personality） 13
第四節 顧客滿意度（Customer Satisfaction） 14
第五節 顧客忠誠度（Customer Loyalty） 16
第六節 各構面關係之探討與假說 18
第三章 研究方法 20
第一節 研究架構 20
第二節 各變項之操作型定義及衡量準則 22
第三節 研究對象與抽樣方式 27
第四節 資料分析方法 28
第五節 前測分析結果 30
第四章 研究結果 36
第一節 資料分析 36
第二節 信度分析 43
第三節 Pearson相關分析 47
第四節 迴歸分析 49
第五章 結論與建議 70
第一節 結論 70
第二節 研究限制與建議 75
參考文獻 76
英文文獻 76
中文文獻 84
附錄 86

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