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題名 | 汽車旅館顧客消費動機、服務品質與忠誠度之探討=A Study on the Relationship among Purchasing Motivation, Service Quality and Loyalty of the Motel Consumers |
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作者 | 楊文廣; 李素箱; 林志偉; 林葦宥; Yang, Wen-goang; Lee, Su-shiang; Lin, Chih-wei; Lin, Wei-yu; |
期刊 | 朝陽商管評論 |
出版日期 | 20130600 |
卷期 | 12:1 2013.06[民102.06] |
頁次 | 頁91-106 |
分類號 | 496.34、496.34 |
語文 | chi |
關鍵詞 | 旅館特色; 口碑形象; 休閒舒壓; 滿意度; Motel characteristics; Brand image; Leisure and relaxation; Satisfaction; |
中文摘要 | 本研究探討汽車旅館顧客消費動機、服務品質與顧客忠誠度之相關性。以麗堡休閒精品汽車旅館顧客為研究對象,採系統抽樣方式進行問卷調查,有效問卷346份,有效回收率為86.5%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數、相關及迴歸分析,結果如下:男性對於服務品質之「關懷性」感受高於女性;消費動機與服務品質呈現顯著正向中高相關性。另外,除「環境體驗」消費動機及「有形性」服務品質外,其餘均能有效預測顧客忠誠度。汽車旅館女性顧客對於特殊個人需求服務及重視個人隱私等貼心關懷感受較低。顧客消費動機及服務品質感受愈高,有助於提升顧客對汽車旅館再購及推薦之意願。最後依研究結果提出建議,作為相關產業後續經營策略之參考。 |
英文摘要 | The purpose of this study is to investigate the relationships among the purchasing motivation, service quality and loyalty of the consumers in Le Chateau leisure boutique motel. This study was operated with the Systematic Sampling. The effective questionnaire recycling a rate 86.5%. The data would be analyzed through Descriptive Statistics, Independent t-test, One-Way ANOVA, Pearson Correlation Analysis, and Stepwise Regression Analysis. The results are as follows: The male would perceive higher empathy feelings in service quality than the female, therefore the purchasing motivation is higher, the perception of service quality would be better. Besides, all the factors of motivation and service quality have positive influence toward the customer loyalty, except the conditions experience factors in motivation and the tangible service factors in service quality. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。