The Influence of the Customers Involvement on the Service Quality and Relationships Quality about Hotel: A Case Study of
楊麗月 賺、封德台
E-mail: 9800782@mail.dyu.edu.tw
ABSTRACT
Relationship marketing can develop good relationship quality between customers and hotels, can increase customers’ purchase frequency,and can build competition advantages of hotels. Different customer involvement will result in changes of custom-ers’
concept of service quality. To attempt to be competitive in the Taiwan tourist hotel market, hotels should understand the relations among customer involvement, service quality and relationship quality. The purpose of this study is to investigate influences of customer involvement on hotel service quality and relationship quality in Taiwan. The subjects of this study were customers who had consuming experiences in tourist hotels in Taiwan. The findings are as follows: 1. The service quality of tourist hotels has a positive influence on customers’ relationship quality. 2. The customer involvement will influence tourist hotels on relationships between service quality and relationship quality.
Keywords : service quality ; relationship quality ; customer involvement Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．．
iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．
． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．
．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．
．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 4 第三節 研究對象與範圍．．．．．．．．．
．．． 5 第四節 研究步驟與流程．．．．．．．．．．．． 5 第二章 文獻探討．．．．．．．．．．．．．．．
．． 7 第一節 服務品質．．．．．．．．．．．．．．． 7 第二節 關係品質．．．．．．．．．．．．
．．． 10 第三節 服務品質與關係品質的關係．．．．．．． 12 第四節 涉入程度．．．．．．．．．．．．
．．． 14 第五節 涉入程度對服務品質與關係品質的關係．． 18 第三章 研究方法．．．．．．．．．．．．．．．
．． 20 第一節 研究架構．．．．．．．．．．．．．．． 20 第二節 研究假設．．．．．．．．．．．
．．．． 21 第三節 操作性定義與衡量．．．．．．．．．．． 21 第四節 問卷的設計．．．．．．．．．．．．
．． 23 第五節 樣本決定與抽樣方法．．．．．．．．．． 26 第六節 資料分析方法．．．．．．．．．．．．．
27 第四章 研究結果．．．．．．．．．．．．．．．．． 29 第一節 問卷回收與敘述性統計．．．．．．．．．
29 第二節 問卷的效度與信度．．．．．．．．．．． 32 第三節 人口統計變數對各研究構面差異分析．．． 40 第 四節 各構面相關分析．．．．．．．．．．．． 44 第五節 服務品質對關係品質的影響．．．．．．． 48 第六節 涉入程度對服務品質與關係品質的影響．． 52 第七節 研究假設驗證結果．．．．．．．．．．． 55 第五章 研究與建議．．．．．．．．．．．．．．．． 56 第一節 研究結果．．．．．．．．．．．．．．． 56 第二節 研究意涵．．．．．．．．．．．．．．． 58 第三節 研究限制．．．．．．．．．．．．．．． 60 第四節 未來 研究之建議．．．．．．．．．．．． 61 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 62 附錄A 問卷調 查表設計版．．．．．．．．．．．．． 73 附錄B 問卷調查表發放版．．．．．．．．．．．．． 78 表 1- 1 國內主要 觀光遊憩區遊客人數．．．．．．．．．． 3 表 1- 2 台灣地區觀光旅館家數及房間數統計表總表．．．． 4 表 3- 1 待驗證 之研究假設．．．．．．．．．．．．．．． 21 表 3- 2 服務品質衡量變數與衡量問項．．．．．．．．．． 23 表 3- 3 關 係品質衡量變數與衡量問項．．．．．．．．．． 25 表 3- 4 涉入程度變數與衡量問項．．．．．．．．．．．． 26 表 4- 1 樣本之敘述性統計分析．．．．．．．．．．．．． 29 表 4- 2 適合進行因素分析的KMO值．．．．．．．．．．． 33 表 4- 3 KMO值與Bartlett球形檢定表．．．．．．．．．．． 34 表 4- 4 服務品質因素分析結果．．．．．．．．．．．．
． 34 表 4- 5 關係品質因素分析結果．．．．．．．．．．．．． 38 表 4- 6 涉入程度因素分析結果．．．．．．．．．．
．．． 39 表 4- 7 量表信度分析結果．．．．．．．．．．．．．．． 40 表 4- 8 不同性別對服務品質、關係品質之差異分 析表．．． 41 表 4- 9 不同年齡對服務品質、關係品質之差異分析表．．． 41 表 4-10 不同職業對服務品質、關係品質之 差異分析表．．． 42 表 4-11 不同教育程度對服務品質、關係品質之差異分析表． 42 表 4-12 不同支配所得對服務品質、
關係品質之差異分析表． 43 表 4-13 不同用餐經驗對服務品質、關係品質之差異分析表． 43 表 4-14 不同住宿經驗對服務 品質、關係品質之差異分析表． 44 表 4-15 各構面相關分析表．．．．．．．．．．．．．．． 45 表 4-16 服務品質對關
係品質之迴歸結果．．．．．．．．． 51 表 4-17 涉入程度對服務品質與關係品質之迴歸結果．．．． 52 表 4-18 研究假 設驗證結果彙整．．．．．．．．．．．．． 55 圖 1-1 本研究流程圖．．．．．．．．．．．．．．．．． 6 圖 2-1 消費 者涉入性概念圖．．．．．．．．．．．．．． 17 圖 3-1 本研究架構圖．．．．．．．．．．．．．．．．． 20
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