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研究生:韓沛鈞
論文名稱:觀光飯店業之關係行銷、服務品質對消費者忠誠度之影響—以信任為干擾變數
指導教授:蔡明達蔡明達引用關係
學位類別:碩士
校院名稱:佛光大學
系所名稱:管理學系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:88
中文關鍵詞:關係行銷服務品質信任 消費者忠誠度
外文關鍵詞:Relationship MarketingService QualityTrust Customer Loyalty.
相關次數:
  • 被引用被引用:20
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摘要
隨著國人對休閒活動的重視與週休二日制度的實行,觀光飯店市場競爭也趨近激烈,在開發新的消費者上已不若以往順利,觀光飯店業者除了保持其服務品質外,也必須改變其行銷策略,將重點放在現有消費者的關係聯結的維持與消費者忠誠度的提升上。
藉由和消費者維持良好的、有品質的關係,通常可降低消費者的不確定性,增加消費者的安全感,這便是消費者與業者維持關係所能得到的價值,而業者也可因為關係的維持,也就是消費者願意繼續使用其服務而獲益。所以如何和消費者建立長期的關係以達到互惠雙贏的結果亦為觀光飯店業者必須努力的主要重點。
而本研究主要目的即在探討關係行銷、服務品質、信任之認知與消費者忠誠度等變項在觀光飯店產業中的關連性。以某N飯店之消費者為研究對象,採統計分析方法獲得研究結果如下:
1.部分的觀光飯店消費者會因其背景的不同而對本研究所探討變項之感受有所差異。
2.關係行銷對信任具有顯著性影響。
3.關係行銷對消費者忠誠度具有顯著性影響。
4.服務品質對信任具有顯著性影響
5.服務品質對消費者忠誠度具有顯著性影響
6.信任對消費者忠誠度具有顯著性影響
7.以迴歸統計方法可看出信任會降低原有關係行銷對「重購意願」的多數直接作用與「交叉性購買」、「向他人推薦」的部份直接作用。
8.以迴歸統計方法可看出信任會降低原有服務品質對「重購意願」、「交叉性購買」的多數直接作用與「向他人推薦」的部份直接作用。
最後,本研究依據研究結果作成結論,進而提出建議以供N飯店業者做為改善觀光飯店業之關係行銷、服務品質對消費者忠誠度之影響的參考。



關鍵字:關係行銷、服務品質、信任、消費者忠誠度
Abstract
As increasingly value on leisure activities of Taiwan people and the practice of bi-weekly off policy, the competition in hotel market has become more intense. It is now more difficult for hotel itself to explore new customer, in this case, it is necessary for the hotel manager to maintain the quality of service, and at the same time, make change of his marketing strategic, which is, to focus on maintaining the relational bonds with current customer, and promoting customer loyalty.
By keeping good and quality relations with customer, manager could decrease the uncertainty and increase the sense of security of customer. This is the value of relational bonds between customer and manager; furthermore, by maintaining these bonds, manager profits from customer who is willing to keep using the service. Hence, the problem of build up long term relations in order to achieve the ‘win-win situation’ has become hotel manager’s major challenge.
The main purpose of this research is to discuss the relevance of certain variables in the hotel industry, including Relationship Marketing, Service Quality, Cognition of Trust, and Customer Loyalty. Taking customers of Hotel N as research subject, together with Statistical Method Consideration, the analyzed research results show as follows:

1.Partial customers with different individual backgrounds have different reactions toward the set-up variables of this research.
2.Relationship Marketing has remarkable effects on Trust.
3.Relationship Marketing has remarkable effects on Customer Loyalty.
4.Service Quality has remarkable effects on Trust.
5.Service Quality has remarkable effects on Customer Loyalty.
6.Trust has remarkable effects on Customer Loyalty.
7.By using Regression Statistical Method, it shows that Trust would decrease the major direct effects on original Relationship Marketing on ‘Re-purchase Intention’; also it decreases partial direct effects on ‘Cross-Buying’ and ‘Recommendation to Others.’
8.By using Regression Statistical Method, it shows that Trust would decrease the major direct effects of original Service Quality on ‘Re-purchase Intention’, ‘Cross-buying’ and partial direct effects on ‘Recommendation to Others.’

Finally, based on study results and conclusions, this research brings forward suggestions for Hotel N, as conferences to improve effects of Relationship Marketing and Service Quality on Customer Loyalty in hotel industry.

Keywords:Relationship Marketing, Service Quality, Trust, Customer Loyalty.
目錄
誌謝 3
目錄 4
圖目錄 6
表目錄 7
第一章 緒論 9
第一節 研究背景 9
第二節 研究動機 9
第三節 研究目的 10
第四節 研究流程 10
第五節 研究範圍 11
第二章 文獻探討 12
第一節 關係行銷 12
第二節 服務品質 18
第三節 信任 20
第四節 消費者忠誠度 28
第三章 研究設計 31
第一節 研究架構 31
第二節 研究假設 31
第三節 研究變項之操作性定義 34
第四節 問卷設計 39
第五節 抽樣設計 40
第六節 資料分析方法 40
第四章 資料分析 42
第一節 回收樣本特性分析 42
第二節 各量表現況描述分析 44
第三節 人口變項在各變項上之差異分析 49
第四節 相關分析 56
第五節 迴歸分析 57
第五章 結論與建議 70
第一節 假設驗證總結 70
第二節 實務面的管理意涵 71
第三節 後續研究建議 72
參考文獻 74
附件一 問卷 83
參考文獻
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