臺灣博碩士論文加值系統

交通部觀光局2013年的觀光統計資料發現，來台旅客從2006年的352萬人次至2011年的608萬人次，足足成長了42%（交通部觀光局，2013），這表示來台旅客有越來越多的趨勢。隨著旅客的增加，觀光飯店為了因應這批人潮，再加上國外品牌的進駐，興建的飯店數也就越來越多。
經濟發展與日漸提高的生活水準，顧客對於住宿品質也更加地挑剔，選擇國際觀光飯店當作休息的場所也成為消費者主要的選擇之一。激烈競爭之下，各飯店如何提供良好的服務品質、建立良好口碑來留住顧客，是旅館業者增加競爭力的主要方法（Knutson，1988）。尤其國際觀光飯店是以服務為主的企業，服務失誤會發生在每一個服務接觸的地方。
本研究以台中、高雄兩家國際觀光飯店為主要研究對象，並使用次級文獻資料分析法及深度訪談的方式作為主要的研究方法。研究發現，飯店業者在發生顧客抱怨的時候，無論抱怨事件的大小、對或錯，第一時間都會以先向顧客道歉為主，接著才會去了解實際情況。而在抱怨的案例當中，飯店業者所採取之補救措施幾乎都會讓這些有抱怨的顧客回來繼續消費，這也表示如果飯店業者在當下給顧客的處理態度是良好的、顧客可接受的，就算有抱怨的發生，也還是會留住這些顧客二次消費的機會。

According to the 2013 statistics data of Tourism Bureau of the Ministry of Tourism, the number of visitors to Taiwan increase from 3.52 million to 6.08 million during five years, a full growth of 42%, which means that more and more visitors come to Taiwan in recent years. Therefore, the number of the construction of the hotel increase, combining with many foreign brands in order to satisfy the big size of visitor.
With the rising of economic level and living standards, customer tend to be more picky when it comes to accommodation. Hence, selecting international tourist hotels as a resting place become one of the critical choice toward consumers choose one. Facing intensively competitive market, how to provide a good quality of service, and to establish a good reputation to retain customers are the main thing for hoteliers who want to increase competitiveness. In particular, international tourist hotels are service-based enterprises, and service failures would occur in every service contact easily.
In this study, secondary literature analysis and depth interviews are two main research methods. The case and analyze show that when customers complain no matter the size of the event, right or wrong, the hotel operators may apologize at the first time, and to understand the actual situation complain. In these complained cases, almost every hotel operators have taken the remedial measures to let customers continue their purchase intention and come back to consume. In other words, if the hotel industry keep a good and acceptable attitude to the customer at the first moment, even there happen consumer complain, customers are willing to spend again.

第一章 緒論……………………………………………………………01
第一節 研究背景與動機…………………………………………01
第二節 研究目的…………………………………………………03
第三節 研究流程…………………………………………………04
第四節 研究範圍與限制…………………………………………05
第五節 名詞解釋及操作型定義…………………………………06
第二章 文獻探討………………………………………………………07
第一節 顧客抱怨行為……………………………………………07
第二節 服務補救…………………………………………………13
第三節 顧客滿意度........……………………………………21
第四節 顧客忠誠度………………………………………………27
第三章 研究方法………………………………………………………34
第一節 研究架構…………………………………………………34
第二節 研究設計…………………………………………………35
第三節 研究方法…………………………………………………36
第四章 實際案例與訪談內容…………………………………………37
第一節 實際案例…………………………………………………37
第二節 其他案例訪談……………………………………………59
第五章 結論與建議……………………………………………………65
第一節 結論………………………………………………………65
第二節 建議………………………………………………………67
參考文獻………………………………………………………………..69

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