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題 名 | 服務品質不全然一個樣:檢驗效能服務品質、體驗服務品質及滿意度對民宿消費者推薦及抱怨意圖之預測力=Service Qualities Are Not All the Same--An Investigation of Relationships between Performance Quality, Experience Quality, Satisfaction, and Behavioral Intention among Bed and Breakfast Customers |
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作 者 | 顏怡音; 余惠亭; 周學雯; | 書刊名 | 島嶼觀光研究 |
卷 期 | 6:2 2013.06[民102.06] |
頁 次 | 頁20-45 |
分類號 | 992.61 |
關鍵詞 | 民宿; 效能服務品質; 體驗服務品質; 滿意度; 行為意圖; Bed and breakfast; Performance quality; Experience quality; Satisfaction; Behavioral intention; |
語 文 | 中文(Chinese) |
中文摘要 | 民宿是台灣旅遊住宿新選擇,但其服務品質良莠不齊,故本研究以國內民宿競爭激烈的墾丁為研究區域,旨在探討民宿服務品質、整體滿意度及行為意圖之關係。針對投宿於墾丁地區合法民宿的消費者,利用系統抽樣法回收有效問卷302份。研究結果支持服務品質-滿意度-行為意圖之關係,證實提供優質的服務品質,能提高旅客滿意度,進而產生推薦意圖,反之,則產生抱怨意圖;此外,更進一步將服務品質區分為效能服務品質(基本要求、環境衛生)及體驗服務品質(承諾、信任、專業),驗證效能服務品質和體驗服務品質對提升滿意度有正向關係,唯專業服務品質除外,本研究結果可提供實務上民宿業者經營管理參考,且對於學術上在服務品質概念提供更細緻的實證分析。研究結果之應用和對於未來研究之建議在文中一併討論。 |
英文摘要 | The demand of home stay (or, bed and breakfast accommodation, B & B) in Taiwan has been increasing recently. However, its service quality does not catch up the demand. The aim of the current study is to examine the relationships among service quality, satisfaction and behavioral intention. Using stratified sampling, a total of valid 302 questionnaires were returned by consumers who had home stay accommodation experience in Kenting area. The result of the structure equation modeling supports the relationship of service quality→satisfaction→behavior intention, which provides evidence that better service quality will increase customers' satisfaction and results in positive recommendations behavior otherwise leads to complain intention. Further investigation distinguishes service quality into performance quality (basic service, sanitation) and experience service quality (commitment, trust, profession) and indicated that both performance service quality and experience service quality, except the sub-dimension of profession, predict satisfaction. Empirical contributions and recommendation for further research and home-stay managers were discussed. |
本系統中英文摘要資訊取自各篇刊載內容。