| 摘要註: |
近幾年來，來台旅客逐年增加，旅館家數及投資金額也逐漸上升，在在顯示出企業主對於旅館產業的重視，旅館經營業者在現代經濟體系以及無煙囪產業中佔有不可忽視的地位，也使得旅館經營更具有其重要性。在這充滿多元化及變遷快速且以顧客為導向的世紀，如何創造顧客及維持顧客是大多數企業所致力奉行的策略走向。由於多數旅館的客源多來自於商務型旅客，在眾多旅館不斷擴張市場的情況下，如何使顧客選擇想要進駐的旅館，其服務品質則扮演重要角色之一。創造「顧客滿意」可以建立「顧客忠誠」，忠誠的顧客則會產生再購行為，這是企業創造利潤最重要的資產，因此創造「顧客滿意」是企業於今日競爭激烈的時代永續經營的必要條件，使顧客滿意企業所提供的產品與服務的行銷理念，已成為企業創造競爭優勢、維持生存的重要策略。本研究針對高雄商務旅館之顧客為研究對象，探討顧客知覺到的服務品質，是否會影響滿意度與忠誠度。本研究之研究對象從高雄共84家之商務旅館分房間數目多寡抽樣，共抽樣370份，扣除填答不完全、或全部填同一選項之無效問卷共計28份，故合計有效樣本為342份，回收率為92.4%。研究結果顯示，服務品質的提升會讓飯店之顧客滿意度提升，故建立以顧客為主、顧客至上的企業理念或形象，加強飯店之有形性、可靠性、反應性、保證性以及關懷性服務品質，進而讓顧客覺得與飯店如家人一般，當顧客認為對飯店有其歸屬感和認同感時連帶也會增加其滿意度。且飯店若能提供更貼切並滿足顧客的服務品質，將使顧客對飯店有所歸屬感以及滿意度，進而對其有忠誠度。最後，若是飯店業者持續加強其服務品質方面，提供更加服務且滿足顧客的需求，將會使其顧客滿意度及顧客忠誠度大大提高。 In recent years, visitors to Taiwan increased year by year , the number of hotel home and the amount of investment has gradually increased , showing business owners in the hotel industry for the attention hotelier industry occupies can not be ignored in the modern economy and no chimney industry status hotelier also makes it more importance . In such a diverse and changing rapidly , and customer- oriented century , how to create and maintain the customer is the customer most businesses are committed to pursuing a policy direction. Since the majority of tourists come from the hotel 's business traveler , in the case of the many hostels expanding market , allowing customers to choose how you want stationed in the hotel , its service quality will play an important role. The creation of "customer satisfaction" can create a " customer loyalty " , loyal customers will then purchase behavior , which is the most important asset of enterprises to create profits , thus creating "customer satisfaction" is the enterprise in today's competitive era of sustainable development necessary conditions for the provision of customer satisfaction, enterprise marketing concept products and services has become an important strategy for companies to create a competitive advantage , to maintain survival.In this study, for the customer's business hotels in Kaohsiung for the study, to investigate customer perceived quality of service, whether it will affect satisfaction and loyalty. The object of this study of 84 from Kaohsiung Business Hotel of the room number of the amount, a total sample 370, net of respondents incomplete, or all invalid questionnaires to fill a total of 28 copies of the same options, so a total of 342 valid samples, recovery rate was 92.4%. The results show that the quality of service to enhance customer satisfaction will enhance the hotel's therefore establish a customer-oriented, customer-oriented business philosophy, or image, strengthen Hotel tangibles, reliability, responsiveness, assurance and care services quality, thus making customers feel like family and property in general, when customers think of their sense of belonging and identity hotel has also increased its joint satisfaction. If we can provide a more appropriate and hotel service quality and meet customers, will allow customers to have a sense of belonging and satisfaction hotel, and then have their loyalty. Finally, if the hotel industry continued to strengthen the quality of its services, and to provide more services to meet the needs of customers, it will greatly improve customer satisfaction and customer loyalty. |