烏來名湯溫泉會館服務品質、滿意度與再購意願之研究

Abstract

本研究旨在探討烏來名湯溫泉會館服務品質、滿意度與再購意願之情形，並瞭解烏來名湯溫泉會館不同背景的消費者特性，以及消費者對烏來名湯溫泉會館服務品質之差異情形，進而了解消費者滿意度之不同，為讓烏來名湯溫泉會館改善服務品質提高消費者對烏來名湯溫泉會館溫泉旅遊有再購意願。 本研究之工具包括個人基本資料、服務品質、滿意度與再購意願等四個部份11個購面作為量表發展基礎，服務品質量表29題，滿意度量表21題，再購意願度量表4題，共計54題。母群體以溫泉旺季10月1日至4月30日約計90,000人次消費者為研究對象，正式施測時間為2012年4月1日至4月30日至烏來名湯溫泉會館住宿、泡湯及用餐之消費者為研究對象。根據施測所得資料進行統計資料處理。以烏來名湯溫泉會館的消費者為研究對象，共發出500份，回收有效問卷470份。其研究結果發現如下: （一）消費者對烏來名湯溫泉會館服務品質、滿意度、再購意願均屬於「滿意」程 度，以女性消費者居多。 （二）人口統計變項在服務品質、滿意度差異分析中發現，消費者在年齡、教育程 度、平均月收入、泡湯頻率、評價星等、體驗家數都有顯著差異。 （三）服務品質與再購意願之關係，再購意願與服務品質間有正向的影響關係，當 服務品質愈好時，消費者的再購意願亦會提升。其烏來名湯溫泉會館服務品 質消費者以「保證性」構面評價最高。 （四）滿意度與再購意願之關係，再購意願與滿意度有正向的影響關係，亦及當消 費者對此次消費經驗的滿意度愈高，其再購意願也愈高。其消費者對烏來名湯溫泉會館滿意度以「溫泉設施」構面評價最高。The aim of the study is to provide insights to the issues related to service quality, customer satisfaction and willingness to revisit for the Wulai Springs Resort. Through this study, we want to have a deeper understanding of the characteristics of customers having different background, and how they perceive of the service quality of the Wulai Springs Resort. By having such information, we can analyze the differences in customer satisfaction so to assist the Wulai Springs Resort to improve their service quality and to increase the customers’ willingness to revisit. Analysis tools of this study consist of the following four parts totaling 11 dimensions: basic personal information, service quality, customer satisfaction and willingness to revisit. Twenty-nine questions for the service quality form, 21 questions for the customer satisfaction form, and 4 questions for the willingness to revisit form, sum up to atotal of 54 questions. The sample was drawn from 90,000 visits during the rush season for the Wulai Springs Resort (from October 1st to April 30th of the next year). The study was therefore conducted with customers that visited the Wulai Springs Resort for accommodation, enjoyed the hot spring, and dined during the rush season. For statistical analysis, 500 questionnaires were issued, with 470 returned valid. The main findings were as follows: 1. Customers ranked service quality, customer satisfaction and willingness to revisit of the Wulai Springs Resort as “Satisfactory”, especially for most female customers. 2. In the differential analysis for service quality and customer satisfaction, it was discovered that there was a prominent differences resulting from customers with different age group, degree of education, average monthly income level, the visit frequency, star ratings, and the number of hot spring visited. 3. Service quality was positively correlated with the willingness to revisit. Therefore, when there was an improvement in service quality, the customers’ willingness to revisit will be higher. Also, customers rated “Assurance” of the service quality of the Wulai Springs Resort as the highest. 4. The customer’s willingness to revisit was positively correlated to customer satisfaction. This is to say, the higher the degree of satisfaction related to this consumption experience of customers, the higher the willingness for their revisit. Also, customers rated “Hot Spring Facility” of the satisfaction of the Wulai Springs Resort as the highest.