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研究生:黃秀蓮
研究生(外文):Huang Hsiu Lien
論文名稱:民宿經營者與顧客生活屬性一致性對顧客住宿滿意度的影響研究
論文名稱(外文):The Impact of Home-Stay Managers’ and Customers’ Life-Style Congruence on Customer Satisfaction
指導教授:洪朝陽洪朝陽引用關係
指導教授(外文):Chao-Yang Hung
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所碩士在職專班
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:2004
畢業學年度:95
語文別:中文
論文頁數:72
中文關鍵詞:民宿生活屬性一致性滿意度
外文關鍵詞:home-staylife-stylecongruenceconsumer’s satisfaction
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本研究問題是探討民宿經營者與顧客生活屬性一致性對住宿滿意度的影響,研究目的一為探討民宿經營者、顧客兩者生活屬性一致性對住宿滿意度之影響,以擴充滿意度理論。 再者探討影響民宿顧客滿意度之要素,並提供民宿經營者於管理規劃民宿時,做為經營之參考依據。
本研究透過問卷(questionnaires survey)方式,總計發出顧客問卷1000份,民宿經營者問卷100份,總共回收問卷483份,扣除作答不完全及無效問卷131份,有效問卷共計352份,有效回收率為32.0%。
本研究結果發現1. 民宿呈現之生活屬性通常為宿經營者偏好之生活屬性。2. 民宿呈現之生活屬性與顧客之生活屬性一致程度,與顧客住宿滿意程度成拋物線關係,顧客生活屬性與民宿呈現之生活屬性,在兩個構面一致時滿意度最高。藉由1和2推論當民宿經營者與顧客生活屬性一致性程度,與顧客住宿滿意度應也是呈現拋物線關係,在民宿經營者與顧客生活屬性趨近於完全一致或趨近於完全不一致時,住宿滿意度低,部分構面一致時,則有較高之滿意度。實證資料支持本研究的部分假設,本研究並提出後續研究及管理應用之建議,以供參考。
This study empirically examines the impact of home-stay Managers’ and Consumers’ lift-style congruence on customer satisfaction. The purposes of this study are 1. to expand the epistemology of consumer’s satisfaction. And 2. to discuss whether that the lift-style difference between managers and consumers will create the moderating effects, and 3. to provide the theory basis for home-stay managers.
The analytical approach of methodology is applied to analyze the parsimonious relationship by the questionnaires survey. The samples used for this study consisted of consumers and managers from Taiwan. Of the 1100 surveys distributed, 483 were returned. Deducting 131 questionnaires that contained missing data and were unsuitable, 352 were accepted as valid samples; therefore, an effective response rate of 32.0% was presented.
Results indicate that 1.the life-style appeared from home-stay usually are the manager’s favor life-style. 2. In the life-style appeared from home-stay and Consumers’ lift-style congruence, that the higher and lower degree of life-style congruence causes lower degree of consumer’s satisfaction. The middle life-style congruence causes higher degree of consumer’s satisfaction. Base on 1 and 2 drew the conclusions 3. In home-stay Managers’ and Consumers’ life-style congruence, the higher and lower degree of life-style congruence, should causes lower degree of consumer’s satisfaction. The middle life-style congruence should causes higher degree of consumer’s satisfaction. The managerial implications of the findings are discussed and recommendations for future researches are suggested.
目錄

封面內頁
簽名頁
授權書………………………………………………………………...iii
中文摘要……………………………………………………………...iv
英文摘要………………………………………………………………v
誌謝…………………………………………………………………...vi
目錄…………………………………………………………………..vii
圖目錄………………………………………………………………...ix
表目錄…………………………………………………………………x

第一章 緒論
第一節 研究背景……………………………………………1
第二節 研究問題與目的……………………………………..3
第三節 研究架構……………………………………………..4
第二章 文獻探討
第一節 民宿的發展…………………………………………..5
第二節 生活屬性………………………………………………...9
第三節 顧客滿意度…………………………………………...13
第三章 研究方法
第一節 研究假設……………………………………………...18
第二節 變數操作性定義與問卷結構………………………..19
第三節 樣本與資料收集方法………………………………..25
第四節 資料分析方法………………………………………...26
第四章 實證結果分析
第一節 基本資料分析………………………………………...28
第二節 信度、效度分析……………………………………….33
第三節 變異數分析…………………………………………...35
第四節 多元迴歸分析………………………………………...38
第五章 結論與建議
第一節 結論…………………………………………………..39
第二節 建議…………………………………………………..42
第三節 研究限制…………………………………………......43
文獻參考………………………………………………………………..44
附錄一 國民生活須知……………………………………………….51
附錄二 民宿顧客問卷……………………………………………….52
附錄三 民宿經營者問卷…………………………………………….58


圖目錄

圖1-1 研究架構……………………………………………………4
圖5-1 生活屬性一致性與住宿滿意度關係圖…………………..40


表目錄

表2-1 國內學者對民宿之定義……………………………………...6
表2-2 民宿的特性…………………………………………………...7
表2-3 民宿家數統計表……………………………………………...8
表2-4 國外學者對生活型態定義之彙整表……………………….10
表2-5 生活型態的四個構面……………………………………….12
表2-6 顧客滿意度之定義彙整表………………………………….14
表3-1 問卷抽樣本配表…………………………………………….26
表4-1 樣本之性別分佈情形……………………………………….28
表4-2 樣本之年齡分佈情形……………………………………….29
表4-3 樣本之教育程度分佈情形………………………………….30
表4-4 樣本之婚姻狀況分佈情形………………………………….30
表4-5 樣本之職業分佈情形……………………………………….31
表4-6 樣本之月所得分佈情形…………………………………….32
表4-7 樣本之居住地區分佈情形………………………………….32
表4-8 樣本生活屬性一致之分佈情形…………………………….33
表4-9 滿意度「Cronbach's α值」彙整表…………………….34
表4-10 滿意度「KMO」值及「累積解釋變異量」彙整表……….34
表4-11 人口變異T檢定分析表…………………………………….36
表4-12 ANOVA之人口變異數分析表…………………………….36
表4-13 各生活屬性構面對滿意度之變異數分析表……………….37
表4-14 研究假設二驗證統計表…………………………………….38
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