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Abstract In recently year, more and more international hotels were established in Taiwan. According to the abstract of hotel operation statistics, January 2000: the top five occupancy rates of Taiwan hotels are Grand Formosa Regent Taipei, The Leofoo, Hotel Royal Taipei, Far Eastern Plaza Hotel and The Sherwood. This datum shows that all the top five hotels are located in Taipei. In order to upgrade the occupancy rates and operating income of the southern hotels and let the long operating hotels have the competition ability. The primary motivation of this study is to upgrade the service quality and guests'' satisfaction and the desire to return. The samples for this study include 157 customers from the Hotel Holiday and Kingdom Hotel located in Kaoshiung. The research aims at finding the relationship between the guest valued, guests'' satisfaction, service quality and the desire to return. This study has sending 400 questionnaires and receiving 157 questionnaires back. The valid retrieval rate is about 39%. Based on the research design and nature of data, different statistical methods were selected and use for different data analysis. One-Way Analysis of Variance, Person Correlation Analysis, Paired-comparison T test, Chi-square Distribution and Cononical Correlation Analysis were selected and used in this study. The conclusions are including: guest valued , guests'' satisfaction and service quality belong to the medium above degree; guest valued , guest'' satisfaction and service quality have the directly relationship with the desire to return . There exists obvious variance between the position and the income of population statistics variation and the guest valued ; and the obvious variance between the nationality, the income and the guests'' satisfaction; and the obvious variance between the nationality, the age, the income and the service quality. This study shows that the guests'' satisfaction degree is higher as the hotel has the higher service quality. Keyword: guest valued, guests'' satisfaction, service quality, the desire to return.
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