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研究生:薛炎棟
研究生(外文):Yen-Tung Hsueh
論文名稱:國際觀光旅館服務補救與補救後顧客 滿意度之關聯-以顧客人格特質 為干擾變數
論文名稱(外文):The Moderating Effect of Customer Personality on the Relationship between Methods on Service Recovery and Customer Satisfaction at Service Recovery for International Tourist Hotels in Taiwan
指導教授:楊台寧
指導教授(外文):Tai-NingYang
口試委員:郭彥谷楊濱燦
口試日期:2015-07-04
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業學系觀光休閒事業管理碩士在職專班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:104
中文關鍵詞:國際觀光旅館服務失誤服務補救顧客滿意度服務品質消費者人格特質服務補救後顧客滿意度
外文關鍵詞:International tourist hotelservice failureservice recoverycustomer satisfactionquality of serviceclient personalitypostrecovery customer satisfaction
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國際觀光旅館提供各類服務項目以滿足顧客住宿、餐飲、會議、休閒、娛樂等需求,現今消費者意識抬頭,當顧客享受服務同時對服務提供者之服務,常有權利、義務對等期望,旅館與其他服務業共具相同之服務特性,屢有各種因素導致的服務失誤事件發生或提供之服務未達顧客之期望。倘旅館對上述情況未加以適當的服務補救,則將引發顧客更強烈的不滿,傳播負面口碑甚至轉換至其他服務提供者,對旅館影響甚鉅。
本研究旨在探討國際觀光旅館提供服務時所產生的服務失誤應採取何種服務補救策略方能撫平消費者不滿情緒而挽回顧客對旅館的信賴;服務補救方式有否因顧客人格特質差異而有不同的滿意程度?為減少旅館服務失誤發生及提供有效的服務補救策略,本研究意圖對國內、外旅館普遍運用之模式、補救效果及顧客滿意程度之間的關聯性做更深一層的探索,藉由文獻探討,對觀光產業、旅館特性、服務品質構面、服務失誤、服務補救以及顧客人格特質作深入的回顧,再運用問卷方式調查一年內曾有過國際觀光旅館服務經驗(含住宿及用餐)之社會大眾進行研究。本研究分析結果顯示服務補救可正向影響顧客滿意度,而服務補救正向影響顧客滿意度的程度,會受到內、外控人格特質的干擾,且對於内控特質的顧客來說,服務補救正向影響顧客滿意度更為強烈,整體言,顧客對旅館的服務補救措施還算滿意,其中顧客對服務補救流程、服務補救效率以及高階主管出面處理服務補救態度有較高的認同感,相反的,顧客對旅館提供的精神性補償、事件發生後的關心程度以及能否彌補事件發生所造成的損失則有較低的感受,國際觀光旅館為維持顧客對旅館之信賴及提升顧客對旅館的滿意度,建議旅館管理階層重視服務補救流程,調整低滿意度的服務補救做法,營造更具專業、更有服務熱忱的國際觀光旅館消費環境,分享社會大眾。

International Tourist Hotels provide several service items to satisfy needs of cus-tomers. If International Tourist Hotels could not do well anything above those needs that customers may not come again. This thesis studies the relationship of service failure, ser-vice recovery and moderation of Locus of control. This study adopt questionnaire to col-lect samples that ever lived in International Tourist Hotels in past one year and got 269 valid samples. The finding includes some important results like below:
1. Service recovery would positive significant affect customer satisfaction.
2. Locus of control would moderator the relationship of service recovery and cus-tomer satisfaction.

中文摘要 ..................... iii

英文摘要 ..................... v
誌謝辭  ..................... vi

內容目錄 ..................... vii

表目錄  ..................... ix
圖目錄  ..................... x
第一章  緒論................... 1
第一節  研究背景與研究動機.......... 1
第二節  研究目的............... 4
第三節  研究範圍與對象............ 7
第四節  研究流程............... 8
第二章  文獻探討................. 9
第一節  觀光產業............... 9
第二節  觀光旅館之定義與特性......... 13
第三節  星級旅館............... 19
第四節 服務定義與特性............ 20
第五節 服務品質............... 23
第六節 服務失誤............... 27
第七節 服務補救............... 28
第八節 人格特質定義與分類............. 37
第三章  研究方法................. 41
第一節  研究架構............... 41
第二節  研究假設............... 41
第三節  資料分析方法............... 43
第四節 研究變項操作型定義與衡量方法...... 45
第四章  資料分析與發現.............. 50
第一節  顧客個人基本資料之分布情形...... 50
第二節  量表之信效度分析........... 53
第三節  研究變項之現況分析.......... 63
第四節 服務補救看法對滿意度之影響情形及人格特
質之干擾效果............. 69
第五節 內外控人格特質的顧客在服務補救滿意度之
差異情形............... 73
第五章  結論與建議................ 76
第一節  實證結果及探討............ 76
第二節  管理意涵............... 78
第三節  研究限制與後續研究建議........ 78
參考文獻 ..................... 80
附錄   研究問卷................. 98



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