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研究生:吳進益
研究生(外文):Ching-Yi Wu
論文名稱:國際觀光飯店服務接觸與消費者後續行為關係之研究-以台中金典酒店為例
論文名稱(外文):The Relationship of Service Encounters and Consumers' Behavioral Intentions in International Tourism Hotel: A Case Study Of Splendor Taichung Hotel
指導教授:賴其勛賴其勛引用關係
指導教授(外文):Chi-Shiun Lai
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:73
中文關鍵詞:顧客滿意度服務品質實體環境服務接觸國際觀光旅館
外文關鍵詞:Service EncounterPractical environmentService QualityCustomer’s satisfactionInternational tourism hotel
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摘 要
隨著經濟環境的成長與不斷改變,服務業的顯著成長是世界各國主要趨勢之一,在台灣,自從政府實施週休二日以來,國人更有時間安排旅遊,這對於休閒產業來說,可說是一個大好機會,而旅館業是休閒,觀光產業的核心,國際觀光旅館更是台灣觀光旅館市場的主流。
服務雖是無形的,但是傳遞服務卻需要一有形的實體環境提供其背景,因此它會對服務人員與顧客間的互動產生影響,Lockwoodand Andrew(1994)認為服務接觸除了人際互動外,還包含了其他一些有形、無形的因素,如:服務人員、實體環境等,因為這些因素也會影響顧客與服務供應者間的互動。Bitner 和Brown(2000)認為服務接觸會影響顧客滿意度、忠誠度、再惠顧意願、口碑的流傳等。因此,本研究依據服務接觸相關文獻探討之結果,針對國際觀光旅館之實體環境與人員服務品質對顧客滿意度之影響,及顧客滿意度對購後行為之關係進行實證探討。
本研究結果顯示,透過不斷的改善實體環境設施與提高員工服務品質的確可以因此而增加顧客的整體滿意渡,進而對飯店產生忠誠的行為。消費者認為他們之所以下榻在國際觀光飯店,就是因為國際觀光飯店可以營造較佳的氣氛,並且在設備與內部裝潢方面有獨特的風格,在建築物的外觀方面也比一般飯店講究,另外,從旅客住宿的目的統計資料得知,58%的旅客是以商務為目的,因此,他們特別需要服務人員能有服務的熱忱,而且要能快速提供服務,尤其是個人化,瞭解客人需要的服務。
Abstract

Followed by the growth and continual change of economic environment, the apparent growth of the service industry has become the primary trend for the nations worldwide. Particular in Taiwan, ever since the government has implemented the two days off weekend, our countryman started to have more time to plan for travels, which speaking for leisure industry, it can say to be a great opportunity. Moreover, hotel industry is the core of leisure and tourism industry, which international tourism hotel has even become the main stream of Taiwan’s tourism hotel market.
Although service is formless, yet the transfer of the service needs to have a form of practical environment to supply for its background. Because of this, it can create an affect on the interaction between the service staff and the customers. Lockwood and Andrew (1994) considered the contact of service other than interpersonal interaction; it also included some other form and formless factors, such as service staff and practical environment, etc., because these factors will also affect the interaction between customers and service provider. Bitner and Brown (2000) considered the contact of service would affect customer’s satisfaction, loyalty, willingness to revisit, and the circulation of public praise, etc. For this reason, this research will aim at the practical environment of the international tourism hotel and the affect of service quality on customer satisfaction, and relationship of post purchase behavior on customer satisfaction, to proceed with evidential discussion, according to the result from the related literature discussion on service contact.
The result shows, through continual improvement on practical environmental facilities and enhance of service quality by the staff, it can actually increase the overall customer satisfaction, as the result to create a loyalty behavior for the hotel. The reason that the consumers would stay at international tourism hotel is because international tourism hotel can create better atmosphere, also in the areas of facilities and interior decoration, it has its unique style. As for the outward apparent on the architecture, it is more fastidious than average hotel. In addition, from the statistical information on the purpose of hotel guest accommodation, 58% of the guest is for business purpose. For this reason, they would particularly need a warm-hearted service by the servicing staff with additional of speedy service, especially is a personal service that understand customer’s need.
目 錄
中文摘要………………………………………………………..…………………. Ⅲ
英文摘要………………………………………………………..………………..….IV
誌 謝………………………………………………………..…………………..ⅤI
目 錄……………………………………………………………………………VII
表 目 錄……………………………………………………………………………IX
圖 目 錄……………………………………………………………………………Ⅹ

第壹章 緒論.………………………………………..……..………………………1
第一節 研究背景..….…………………………………………………………1
第二節 研究動機..……….……………………………………………………3
第三節 研究目的………………………………………………………………4
第四節 研究範圍與對象………………………………………………………4
第五節 研究流程………………………………………………………………4

第貳章 文獻探討 …………………………………………………………………6
第一節 服務接觸………………………………...……………………………6
第二節 實體環境 ……………………………………………………………8
第三節 人員服務品質………………………………………………………12
第四節 顧客滿意度…………………………………………………………19
第五節 消費後行為意圖………………………………………………….…26

第參章 研究方法…………………………………………………………………32
第一節 研究架構……………………………………………………………32
第二節 研究假設……………………………………………………………32
第三節 變項的操作性定義….………………………………………………34
第四節 研究對象與資料搜集………………………………………………35
第五節 資料分析方法………………………………………………………35




第肆章 資料分析與討論…………………………………………………………40
第一節 敘述統計分析………………………………………………………40
第二節 因素分析……………………………………………………………42
第三節 消費者同意程度分析………………………………………………45
第四節 信度分析……………………………………………………………47
第五節 驗證性因素分析…………………………………………………….49
第六節 本研究結構模型之評估………………………………………….…53
第七節 模型修正…………………………………………………………….58
第八節 各關係構面之分析………………………………………………….60

第伍章 結論與建議………………………………………………………………64
第一節 研究結果……………………………………………………………64
第二節 管理上的意涵………………………………………………………65
第三節 對後續研究者的建議 ……………………………………………..66

參考文獻……………………………………………………………………………67
一、 中文部分………………………………………………………………………67
二、 英文部分………………………………………………………………………68

附錄 研究問卷 ……………………………………………………………………70
參考文獻
中文部份

1. 交通部觀光局網站 http://taiwan.net.tw

2. 吳明隆(1999) SPSS 統計應用實務,松岡電腦圖書資料有限公司。

3. 周逸衡、蘇雲華(1996) 台灣服務行業發展沿革之研究,企業管理學報,第三十八期。

4. 周逸衡編譯(1999) 服務業行銷,初版,台北市:華泰書局。

5. 施柏均(1999) 服務失誤、服務補救、顧客滿意與購買意願之探討–以行動電話服務業為例–國立台北科技大學碩士論文。

6. 凌儀玲(2000) 服務接觸中認知腳本之研究–國立中山大學企業管理研究所未出版博士論文。

7. 陳正昌、程炳林(1994) SPSS、SAS、BMDP 統計軟體在多變量統計上的應用,五南圖書出版公司。

8. 陳景堂(1996) 統計分析 SPSS for Windows 入門與應用,儒林圖書有限公司。

9. 黃俊英(1996) 多變量分析,華泰書局。

10. 關復勇(1998) 服務接觸中關係品質知覺之研究–國立中山大學企業管理研究所未出版博士論文。


11. 顧萱萱、郭建志合譯(2001) 消費者行為,初版,學富文化。

12. 觀光局(1998) 週休二日實施對國人國內旅遊的影響調查報告,交通部觀光局。




英文部份

1. Baker, Julie(1987), “The Role of Environment in Marketing Services: The Consumer Perspectives,” in John A. Czepiel, Carole A. Congram and James Shanahan(Eds), Service Challenge: Integrating for Competitive Advantage, Chicago: American Marketing Association,pp.79-84.

2. Bitner, Mary Jo(1990), “Evaluating Service Encounter: The Effects of Physical Surroundings and Employee Responses,” Journal of Marketing, 54(April), pp.69-82.

3. Bitner, Mary Jo(1992), “Servicescapes: The Impact of Physical Surroundings on Customers and Employee,” Journal of Marketing, 56(April), pp.57-71.

4. Booms, B., and Mary Jo Bitner (1982), “Marketing Services by Managing the Environment,” The Cornell Hotel and Restaurant Administration Quarterly, 23(May),pp.35-39

5. Churchill, G. A. and C. F. Surperenant(1982), “An Investigation into the Determinations ofCustomer Satisfaction,” Journal of Marketing Research, 5(November), pp.491-504.

6. Czepiel, John A.(1990), “Service Encounters and Service Relationships: Implications for Research,” Journal of Business Research, 20,pp.13-21.

7. Czepiel, Solomon and Surprenant(1985), “The Service Encounter, Institute of Retail Management”, New York University, Lexinton Books.

8. Engel, J. F.,R. D. Blackwell, P.W.Miniard(1995), “Consumer Behavior”, 8th ed., New York:The Drydden, p.365.

9. Eroglu, Sevgin A., and Karen A. Machleit (1993), “Atmospheric Factors in the Retail Environment: Sights, Sounds and Smells,” Advances in Consumer Research, 20,p.34

10. Mattsson(1994), “Improving Service Quality in Person-to-person Encounters,” the Service Industries Journal, 14(January),pp.45-61.

11. Parasuraman ,Zeithaml and Berry(1985),”A Conceptual Model of Service Quality and its Implication for Future Research”, Journal of Marketing, 49,pp.41-50

12. Parasuraman, A., and Valarie A. Zeithaml (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64, pp.12-40.

13. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry( January1994), “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality”,Journal of Marketing,121.Reprinted by permission of the American Marketing Association.

14. Parasuraman,A., V.A.Zeithaml, and L.L.Berry (Spring 1988), ”SERVQUAL:A Multiple-Item Scale for Measuring Comsumer Perceptions of Service Quality”, Journal of Retailing, 64(1), pp.12-40.

15. Parasuraman,A., V.A.Zeithaml, and L.L.Berry(1996), ”The Behavioral Consequences of Service Quality,” Journal of Marketing, 60(April), pp.31-46.

16. Parasuraman,A., Valarie A.Zeithaml & Leonard L. Berry.(1993),”The Nature and Determinants of Customer Expectations of Service”, Journal of Academy of Marketing Science,21,pp.1-12.

17. Shostack, L. G., J. A. Czepiel, and M. R. Solomon(1985), “Planning the Service Encounter,” The Service Enounter, New York:Lexington Books.

18. Spreng, Richard A. and Robert D. Mackoy(1996), “An Empirical Examination of a Model Perceived Service Quality andSatisfaction”, Journal of Retailing,72, pp.209.

19. Suprenant, F. Carol and Michael R. Solomon(1987),“Predictability and Personalization in the Service Encounter,” Journal of Marketing, 51, pp.86-96.

20. Susan M. Keaveney(1995), “Customer Switching Behavior in Service Industries:An Exploratory Study”, Journal of Marketing, 59, April, p. 76

21. V.A. Zeithmal and M.J. Bitner(1996), “The physical evidence of service”, Service Marketing, Mcgraw-Hill International edition, New York, p.528.
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