臺灣博碩士論文加值系統

本研究主旨在探討旅遊服務質量，旅遊忠誠度和滿意度的旅遊期望在酒店業之間的關係。在本文中，服務質量標準模型已經用於服務質量，巴拉蘇羅‧曼爾‧藍莓（1985，1988）的評價。福內爾等。 （1996），歐赫斯（2000）模型修改用於評估的忠誠度，並通過Cauana，金錢和Berthon的（2000）提出的測量可用於客戶滿意度的評價。本研究的重點是五星級酒店在越南，和322位飯店客戶進行採樣。而本研究的結果顯示，在各方面，客戶的期望，比經濟型飯店服務的方法高。此外，研究結果顯示，客戶滿意度與服務品質對服務忠誠度的影響作用。此外，本研究發現可提供在越南旅遊業專業人士提供有關TSQ的看法更深入的了解，並幫助他們提高服務品質。最後，還有一些建議，可以提供更進一步研究。

This paper aims to examine the relationship between tourism service quality, tourism loyalty and tourism satisfaction expectations in hotel industry. In this paper, the service quality standard model has been used for evaluation of service quality, Parasuraman, Zeithaml, & Berry (1985, 1988). Fornell et al. (1996) and Oh (2000) models with revision was used for evaluating the loyalty, and the instrument presented by Cauana, Money, and Berthon (2000) was used for evaluation of customer satisfaction. The focus of this research is five stars hotels in Vietnam, and 300 customers of these hotels were sampled. The results of this paper demonstrate that in all aspects, customers’ expectation, are higher than their perceptions of the hotels services. In addition, this research findings show that customer satisfaction plays the role of a mediator in the effects of service quality on service loyalty. Moreover, the findings of this study provide tourism professionals in Vietnam with more insight about the idea of TSQ and help them improve the quality of their services. Finally, there are some suggestions for further research.

摘要 iii
ABSTRACT iv
ACKNOWLEDMENTS v
TABLE OF CONTENTS vi
LIST OF FIGURES viii
LIST OF TABLES ix
Chapter I: Introduction 0
1.1 Background and Motivation 0
1.2 Purpose 2
1.3 Research Process 2
Chapter II: Literature Review 4
2.1 Tourism Service Quality in the Hotel Industry 4
2.2 Tourists Loyalty in the Hotel Industry 7
2.3 Tourist Satisfaction in the Hotel Industry 9
Chapter III: Research Methodology 12
3.1 Research Framework 12
3.2 Research Hypothesis 12
3.2.1 Relationship among Service Quality and Tourist Satisfaction 12
3.2.2 Relationship among Tourists Satisfaction and Tourists Loyalty 13
3.2.3 Relationship among Tourism Service Quality and Tourists Loyalty 14
3.2.4 Relationship among Customer Satisfaction, Tourism Service Quality and Tourists Loyalty 15
3.3 Measurements and Scale 16
3.3.1 Socio-Demographic Data Of The Tourists 17
3.3.2 Tourism Service Quality 18
3.3.3 Tourist Satisfaction 19
3.3.4 Tourist Loyalty 20
3.4 Scope Of Research 21
Chapter IV: Analysis Results 23
4.1 Respond Data 23
4.2 Descriptive Statistic Analysis 23
4.3 Reliability test 25
4.3.1 Tourism service quality variable 25
4.3.2 Tourist Satisfaction variable 26
4.4 Tourist loyalty 27
4.5 Regression analysis 28
4.5.1 Correlation test 28
4.5.2 Hypothesis test 29
Chapter V: Conclusions 33
5.1 Conclusion and Implication 33
5.2 Limitation 34
5.3 Suggestion for future research 35
References 37

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