顧客觀點探討溫泉旅館服務品質與購後行為關係—以烏來溫泉區為例

Abstract

烏來溫泉區為北部知名的溫泉景點，結合當地遊憩資源，漸漸成為開發完全的溫泉遊憩區。溫泉旅館在於提供能夠滿足遊客休閒遊憩與住宿需求的各項軟、硬體設施，而近年來旅館之服務品質日漸成為顧客選擇溫泉旅館的因素，服務品質評價進而影響至顧客購後行為。本研究旨在探討烏來溫泉區溫泉旅館服務品質與購後行為意圖，目的在於瞭解烏來溫泉旅館顧客對服務品質的評價、購後的行為意圖，以及服務品質與購後行為的相關性。以描述性統計及推論性統計，探討烏來區溫泉旅館顧客人口統計特徵、服務品質評價、購後行為意圖，及人口特徵與服務品質與購後行為意圖之間的關係。研究對象為18歲以上至烏來地區溫泉旅館之顧客。研究結果發現：一、「女性」、「37歲」，「大學（專）」的教育程度，「家管」為最多，平均月收入介於「17,001-3,4000元」，「未婚」人數較多；服務品質構面評價以「反應性」為最滿意，「同理心」為最低；購後行為意圖以「問題之內部抱怨」為最高。二、教育程度、個人平均月收入在服務品質保證性上具有顯著差異。三、年齡在問題之外部抱怨上具有差異，教育程度在問題之內部抱怨、問題之外部抱怨上具有差異，職業在問題之外部抱怨上具有差異。四、服務品質整體評價與忠誠度、移轉行為有相關存在。 本研究提供烏來區溫泉旅館業者參考，透過服務品質評價，消費顧客的特徵。

The Wulai hot spring district was a famous attraction in Northern Taiwan. The facilities of hot spring resort satisfied customers’ demands. In recent years, service quality became a factor in customers’ choice, and affected customers’ post-purchase behavior. The purpose of this study was to understand the relationship between service quality, and customers’ post-purchase behavioral intentions of the hot spring resorts in Wulai. This study discussed customers’ demographic variables, the service quality evaluation, post-purchase behavioral intentions, and their relationship. The data was analyzed through descriptive statistics and inferential statistics.The result of this study were：1.Most customers were females, their aveage age was 37 ,and household, their average monthly income was between $17,001~$34,000, university and unmarried；The sevice quality evaluation in responsiveness was the highest；post-purchase intention in internal response was the highest. 2. The educational and average monthly income showed significant difference in service quality of assurance. 3. The age showed significant difference in external response；the educational showed significant difference in internal and external response；the professional showed significant difference in external response. 4. There was significant correlation between the total service quality evaluation and post-purchase behavioral of loyalty and switch.To conclude, ths study provided suggestion for the hot spring resort operator in Wulai district to understand customers’ characteristics though service quality evaluation.