探討星級旅館消費價值與滿意度對顧客再訪意願之影響－以四星級與五星級旅館為例

Abstract

本研究旨在探討星級旅館消費價值對顧客滿意度與再訪意願之關係，研究樣本取自於臺灣地區星級旅館，並以四星級與五星級為抽樣對象，透過分層隨機抽樣針對使用後顧客進行數據蒐集，以北部、中部、南部與東部之四星級與五星級顧客為分層對象，將消費價值五大構面視為自變項，將滿意度視為中介變數，再訪意願視為依變數，本研究並以過去文獻作為問卷內容之基礎，進行前測與正式問卷之發放，經由九位異質性專家進行專家效度審查，同時經由前測問卷，合計發放150份，有效回收問卷137份，有效問卷回收率94.81%，前測問卷通過信效度檢驗，再經由正式問卷，合計發放537份，有效回收問卷512份，有效問卷回收率95.34%，透過SPSS進行敘述性統計分析，並透過AMOS軟體進行驗證性因素分析、中介效果檢驗分析與結構方程模型分析，實證結果發現，功能價值與認知價值對滿意度均有正向顯著關係，情感價值與條件價值對再訪意願有正向顯著關係，滿意度對再訪意願有正向顯著關係，其中功能價值與認知價值會藉由滿意度之中介變數，影響再訪意願，達到完全中介效果，情感價值會藉由滿意度之中介變數，影響再訪意願，達到部分中介效果，根據研究結果提供給產業界作參考，同時提出具體理論貢獻與管理意涵。

This study is to explore the relationship between customer satisfaction and revisit intention of the consumption value of star-rate hotels. The samples were gathered from four and five star hotels in Taiwan, and the data was collected by stratified random sampling of the customers of four and five-star hotels in the north, central, south and east regions. In the study, consumption value was regarded as independent variable, revisit intention as dependent variable, whilst consumer satisfaction was defined as mediator. The questionnaire content was based on the past literature review, and the expert validity was assessed by nine experts in hospitality industry, government and academic fields. the pre-test study distributed total of 150 samples, and obtained 137 valid samples, the response rate of 94.81%. The formal questionnaire issued a total of 537 samples, and obtained 512 valid samples, the response rate of 95.34%. The collected questionnaires were all analyzed through SPSS, for obtaining descriptive statistics, and were also conducted confirmatory factor analysis, indirect effect as well as structural equation modeling analysis through AMOS. According to the results, functional value and epistemic value have a significant positive impact to satisfaction; emotional and conditional value have a significant positive effect to revisit intention; satisfaction has a significant positive effect to revisit intention. Furthermore, functional value and epistemic value influence the revisit intention by complete mediation effect of satisfaction, emotional value influence the revisit intention by partial mediation effect of satisfaction. The results in this study could be regarded as references, theoretical contributions and managerial implications to the industry.