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題名 | 高雄地區國際觀光旅館住客服務品質、綠色行銷與再宿意願關係之研究=The Study on the Relationship of Service Quality, Green Marketing, and Customer Loyalty in Kaohsiung International Tourist Hotels |
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作者 | 林子堯; 張偉雄; | 書刊名 | 休閒產業管理學刊 |
卷期 | 4:3 2011.12[民100.12] |
頁次 | 頁1-23 |
分類號 | 489.2 |
關鍵詞 | 再宿意願; 服務品質; 綠色行銷; Customer loyalty; Service quality; Green marketing; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討高雄地區國際觀光旅館住客服務品質、綠色行銷與再宿意願關係及影響,分析不同背景變項之住客於各構面間之差異情形。本研究採問卷調查法蒐集資料,並應用因素分析、t檢定、單因子變異數及典型相關等統計方法進行分析,研究結果顯示:不同性別和環保客房與餐廳、環境管理認證層面具有顯著水準。不同年齡和客房服務、環境管理認證層面具有顯著水準,60歲以上的關心程度頗高。不同教育程度和關懷顧客、環保態度、個人意願層面具有顯著水準,在關懷顧客、環保態度上,專科關心程度高於高中、職;在個人意願層面,大學關心程度高於專科。不同住宿目的對於個人意願層面具有顯著水準,其中商務目的者對環境問題的關懷程度較高。強化服務品質,提供有效率的服務、友善有禮貌樂於幫忙並主動關懷住客需求,以及有乾淨整潔的儀態,則住客再宿意願也會提高;強化服務品質以維持信任關係,有利於提升住客綠色行銷高度認知及強化綠色消費理念;建立住客綠色行銷高度認知,將可提高再宿意願。最後,依本研究發現與結論,對學術單位與實務工作及未來研究者提出若干建議以供參考。 |
英文摘要 | The purpose of this study mainly aimed at exploring the relationship of service quality (SQ), green marketing (GM), and customer loyalty (CL) in Kaohsiung international tourist hotels(KITHs); meanwhile, the differentiations between demographic statistics and each variable of dimensions could be explored. Of all analysis, this study utilized EFA, t-test, one-way ANOVA, and canonical correlation analysis to analyze data. According to above statement, the findings were cited as follows: There are statistically significant difference for customers gender among environmental rooms, restaurants and environmental management certification (EMC); for customers ages between room service and EMC, over 60 high level of interest; for education among customer care (CC), environmental attitude (EA)and individuals will (IW); the dimensions level of CC and EA, college, higher than secondary school; the dimension level of IW, the University higher than college. Different levels of accommodation purposes for the IW have a significant level, which for business purposes by a higher degree of environmental concern. KITHs to strengthen SQ, to provide not only efficient service, but friendly, polite and willing to take the initiative to help, care for tourist needs, as well as noble bearing, CL will also increase; KITHs to strengthen SQ in order to maintain trust relationships, will help enhance the guest GM high degree of awareness and strengthen the concept of green consumption; KITHs guest GM to establish a high degree of awareness, will improve CL. Finally, based on the results, the researcher would offer appropriate suggestions for academic institutions, practical operation, and future researcher. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。