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研究生:劉芳妤
研究生(外文):Fang-Yu, Liu
論文名稱:銀髮族安康旅遊先前經驗、服務接觸期待、旅館組織屬性與顧客滿意度之關係探討
論文名稱(外文):A study on the relationship among prior experience, service encounter expectation, hotel organizational attributes and customer satisfaction of older adult within wellness tourism
指導教授:陳光華陳光華引用關係
指導教授(外文):Kuang-Hua, Chen
口試委員:楊政樺顧景昇
口試委員(外文):Cheng-Hua, YangEdward Ku
口試日期:2014-06-27
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:74
中文關鍵詞:銀髮族安康旅遊服務接觸期待旅館組織屬性顧客滿意度
外文關鍵詞:older adultwellness tourismservice encounter expectationhotel organizational attributescustomer satisfaction
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本研究主要目地為探討銀髮族安康旅遊顧客服務接觸期待對顧客滿意度之影響,以旅館組織屬性(分為員工特性與組織特性)作為中介變項。本研究研究對象為台灣樂齡大學50歲以上有住過溫泉飯店經驗的銀髮族,問卷總共發放422份,有效問卷346份,有效回覆率81.9%。分析結果得知銀髮族服務接觸期待對顧客滿意度是間接影響而不是直接影響,而旅館組織屬性(hotel organizational attributes)便成為銀髮族服務接觸期待與顧客滿意度之中介角色,且服務接觸期待對員工特性的影響程度大於組織性質。此外銀髮族最期待的服務為「飲食/ 放鬆」,而優惠的價格則會大大的吸引銀髮族顧客上門消費,且員工服務態度比年長服務人員更重要,組織特性中的自動化的設備和系統則較不獲銀髮族青睞。最後提出本研究的管理意涵,旅館業者可參考本研究所提的服務接觸期待之服務項目,再引進相關老人機構 (如長青中心、社區安養中心及非營利老人照護組織)標準作業流程,建構旅館本身之銀髮族服務標準作業流程,使現有員工有一致性的服務表現。
The study focuses on the relationship of older adults’ prior experience, service encounter expectation, hotel organizational attributes (organizational and staff chacteristics) and customer satisfaction in hot spring hotel within wellness tourism. Sampling from seniors who over 50 years old and which lived in hotspring hotel before in Seniors University. Total of 422 questionnaires, 346 valid questionnaires and response rate is 81.9%. The result shows service encounter expectation indirectly influence on customer satisfaction. The influence of seniors’ service encounter expectation on customer satisfaction in hot spring hotel of wellness tourism and organization attributes (organization chacteristics and staff chacteristics) as mediator and staff chacteristics more than organization chacteristics. Seniors expect more on the factors of diet/ relax. Discount is an important attraction for seniors. Seniors pay more attention on staff attitude, not the age of staff and automatically facility should avoided. At the end, the study also shows the advice for hotel management. Hotel could take the standard operating procedure (SOP) of seniors’ institution service as reference, and build its own SOP service for making its service quality more stable and perfect.
中文摘要 i
Abstract ii
謝 誌 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、 緒論 1
1.1 研究背景和動機 1
1.2 研究目的 4
二、 文獻回顧 6
2.1 安康旅遊與SPA 6
2.2先前經驗 9
2.3 服務接觸期待 10
2.4 旅館組織屬性 14
2.5 顧客滿意度 16
三、 研究方法 24
3.1 研究架構與假設 24
3.2研究對象與資料蒐集之共同方法變異檢定 25
3.3 操作型定義與問卷設計 26
四、 資料分析 34
4.1 敘述性統計分析 34
4.2先前經驗、組織特性和員工特性之項目分析 35
4.3先前經驗、服務接觸期待、組織特性和員工特性之探索性因素分析 37
4.4 顧客滿意度驗證性因素分析 41
4.5 理論模式驗證 43
4.6 年齡與服務接觸期待和顧客滿意度之差異性分析 45
4.6.1年齡對服務接觸期待之獨立樣本T檢定 45
4.6.2年齡對顧客滿意度之獨立樣本T檢定 47
4.7 集群分析 48
五、 結論 51
5.1 結論 51
5.1.1社經背景概述 51
5.1.2潛在變項描述性統計分析結果 51
5.1.3 銀髮族安康旅遊的市場區隔分析 52
5.1.4銀髮族於溫泉飯店的先前經驗、服務接觸期待、組織特性、員工特性與顧客滿意度的因果關係 53
5.2管理意涵 54
5.2.1 建立標準作業流程以維持穩定的服務品質 54
5.2.2. 建立獎勵制度 54
5.2.3 飯店業者淡季降價促銷 55
5.2.4 健康旅遊的興起 55
5.3 研究限制 56
5.4 後續研究 56
附錄一 102學年度樂齡大學辦理單位一覽表 65
附錄二 銀髮族對北臺灣溫泉飯店服務接觸滿意度調查問卷 68

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