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研究生:許嘉真
研究生(外文):Chia-chen Hsu
論文名稱:民宿經營管理之研究-以墾丁地區觀光民宿為例
論文名稱(外文):A Research for B & B Management--An Example of Kenting Tourism for B & B Visitors
指導教授:莊鎧溫莊鎧溫引用關係
指導教授(外文):Kai-wayne Chuang
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:77
中文關鍵詞:體驗行銷服務創新墾丁民宿服務品質
外文關鍵詞:Service QualityExperiential MarketingBed and BreakfastsKentingService Innovation
相關次數:
  • 被引用被引用:6
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  本研究主要探討墾丁地區觀光遊客在選擇民宿時的消費行為,使用問卷調查法,以民宿的服務品質、服務創新與體驗行銷等因素,研究民宿業者的服務品質與創新性,在遊客體驗後的實質感受,是否會影響顧客滿意度,進而影響顧客忠誠度。本研究針對至墾丁地區的住宿遊客,發放問卷1000份,扣除無效問卷後,有效問卷為492份。
 
  研究結果發現服務品質、服務創新與體驗行銷之關係皆呈現顯著的正向影響,服務品質對服務創新及顧客滿意度存在中介關係,顧客滿意度對服務創新及顧客忠誠度存在中介關係,體驗行銷對服務創新及顧客滿意度存在中介關係,在人口統計變數方面則與服務品質中的有形性與保證性具有顯著差異。
 
  根據研究結果顯示,服務品質與服務創新因素對於民宿的經營佔很重要的因素,而民宿的服務與創新性在遊客的實際體驗後,會影響到遊客的滿意度進而影響到忠誠度。
  The study investigated the sightseeing tourists’ consumer behavior of choosing guesthouses in Kenting area. The study used a questionnaire including the factors of the Bad and Breakfast service quality, service innovation, experience marketing and others to examine Bad and Breakfast industries’ service quality and innovative nature. After the visitors’ experiencing real feelings, whether it would affect customer satisfaction, and further affecting customer loyalty. This study focused on the accommodation of Kenting visitors. There were 1000 questionnaires delivered in total, and valid questionnaires were 492 after deducting invalid questionnaires.
 
  The results showed that the relationship among the quality of service, service innovation, and experiential marketing demonstrated significantly positive impact. Intermediary relationship existed in service quality on service innovation and customer satisfaction. Intermediary relationship existed in customer satisfaction on service innovation and customer loyalty. Intermediary relationship existed in experiential marketing on service innovation and customer satisfaction. Tangibility and assurance of service quality had significant differences in demographic variables.
 
  Based on the findings, service quality and service innovation were important factors for Bad and Breakfast business. Bad and Breakfast service and innovative would affect tourist satisfaction and thereby affect loyalty after practical experiences of the tourists.
中文摘要 i
英文摘要 ii
目錄 iv
表目錄 viii
圖目錄 ix
 
第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究目的 3
1.3 研究流程 4
 
第二章 文獻探討 5
2.1 民宿之起源與定義 5
2.1.1 民宿之起源 5
2.1.2 民宿之定義 7
2.2 顧客滿意度之定義與相關研究 8
2.2.1 顧客滿意度之定義 8
2.2.2 顧客滿意度之衡量模式 10
2.3 顧客忠誠度之定義與相關研究 11
2.3.1 顧客忠誠度之定義 11
2.3.2 顧客忠誠度之衡量模式 13
2.4 服務品質之定義與相關研究 14
2.4.1 服務品質之定義 14
2.4.2 服務品質之衡量模式 15
2.5 服務創新之定義與相關研究 19
2.5.1 服務創新之定義 19
2.5.2 服務創新之衡量模式 21
2.6 體驗行銷之定義與相關研究 22
2.6.1 體驗行銷之定義 22
2.6.2 體驗行銷之衡量模式 23
 
第三章 研究方法 25
3.1 研究架構 25
3.2 研究假設 26
3.2.1 人口統計變數與各變數間差異之研究 26
3.2.2 服務創新與服務品質之關係 26
3.2.3 服務創新與體驗行銷之關係 26
3.2.4 服務品質與顧客滿意度之關係 27
3.2.5 服務創新與顧客滿意度之關係 27
3.2.6 體驗行銷與顧客滿意度之關係 28
3.2.7 服務創新與顧客忠誠度之關係 28
3.2.8 顧客滿意度與顧客忠誠度之關係 29
3.2.9 服務品質、服務創新與顧客滿意度之關係 29
3.2.10 服務創新、顧客滿意度與顧客忠誠度之關係 30
3.2.11 服務創新、體驗行銷與顧客滿意度之關係 30
3.3 資料收集 30
3.4 各變數操作型定義 31
3.5 研究工具 32
3.5.1 人口敘述性統計 32
3.5.2 因素分析 32
3.5.3 信度分析 32
3.5.4 T檢定與單因子變異數分析 32
3.5.5 迴歸分析 33
 
第四章 研究結果 34
4.1 描述性統計 34
4.2 因素分析 35
4.2.1 服務品質因素分析 35
4.2.2 服務創新因素分析 36
4.2.3 體驗行銷因素分析 37
4.2.4 顧客滿意度因素分析 38
4.2.5 顧客忠誠度因素分析 39
4.3 信度分析 40
4.4 T檢定與變異數分析 41
4.4.1 性別 41
4.4.2 婚姻 42
4.4.3 年齡 43
4.4.4 教育程度 44
4.4.5 職業 45
4.4.6 居住地 46
4.5 相關分析 47
4.6 服務創新、服務品質與顧客滿意度之迴歸分析 49
4.6.1 迴歸分析 49
4.6.2 中介效果分析 50
4.7 服務創新、顧客滿意度與顧客忠誠度之迴歸分析 52
4.7.1 迴歸分析 52
4.7.2 中介效果分析 53
4.8 服務創新、體驗行銷與顧客滿意度之迴歸分析 54
4.8.1 迴歸分析 54
4.8.2 中介效果分析 55
 
第五章 結論與建議 57
5.1 研究結論 57
5.1.1 各變數的關聯性 57
5.1.2 人口統計變數與各研究變項之關聯性 59
5.2 管理意涵 60
5.3 研究限制 61
5.4 後續研究建議 62
 
參考文獻 63
一、中文文獻 63
二、英文文獻 66
 
附錄一 73
 
個人簡歷 77
 
表目錄
表3.1 各構面操作型定義 31
表4.1 人口統計變數整理表 34
表4.2 人口統計變數整理表 35
表4.3 服務品質因素分析 36
表4.4 服務創新因素分析 37
表4.5 體驗行銷因素分析 38
表4.6 顧客滿意度因素分析 39
表4.7 顧客忠誠度因素分析 40
表4.8 各構面信度分析Cornbach’s α值 41
表4.9 性別與各變數獨立樣本T檢定 42
表4.10 婚姻與各變數之獨立樣本T檢定 43
表4.11 年齡與各變數之變異數分析 44
表4.12 教育程度與各變數之變異數分析 45
表4.13 職業與各變數變異數分析 46
表4.14 居住地與各變數變異數分析 47
表4.15 各構面相關分析 48
表4.16 服務創新-服務品質-顧客滿意度之迴歸分析 51
表4.17 服務創新-顧客滿意度-顧客忠誠度之迴歸分析 53
表4.18 服務創新-體驗行銷-顧客滿意度之迴歸分析 56
 
圖目錄
圖1.1 研究流程 4
圖2.1 服務品質之五個缺口 17
圖3.1 研究架構 25
一、中文文獻
 
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17.侯錦雄、姚靜婉(民86),市民休閒生活態度與公園使用滿意度之相關研究,戶外遊憩研究,第10卷,第3期,1-17頁。
 
18.張春興(民82),心理學,台北市:東華書局。
 
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25.楊永盛(民92),遊客對宜蘭地區民宿評價之研究,世新大學觀光學系碩士論文。
 
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