以日式旅館消費者觀點探討服務接觸、文化體驗、認知真實性與顧客滿意度之關係研究－以台灣日勝生加賀屋為例

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Title:	以日式旅館消費者觀點探討服務接觸、文化體驗、認知真實性與顧客滿意度之關係研究－以台灣日勝生加賀屋為例 Exploring the Relationships among Service Encounters, Cultural Experience, Perceived Authenticity and Customer Satisfaction from a Japanese Hotel’s Consumer’s Perspective-A Case Study of Radium Kagaya in Taiwan
Authors:	彭敬喬
Contributors:	觀光事業學系
Keywords:	服務接觸文化體驗認知真實性顧客滿意度 service encounter cultural experience perceived authenticity customer satisfaction
Date:	2013-07
Issue Date:	2013-09-16 13:51:51 (UTC+8)
Abstract:	文化體驗、真實性等議題目前在觀光產業是熱門的議題，而旅館產業也開始對文化體驗以及真實性產生風潮，成為一個趨勢。本研究針對日式旅館的服務接觸、文化體驗、認知真實性以及顧客滿意度之間的關係進行實證。於2013年3月22日至5月12日發放問卷，採便利抽樣法，回收294份有效問卷。進行敘述性統計分析、信度分析、相關分析、驗證性因素分析(CFA)及結構方程模式(SEM)分析。結果指出服務接觸對認知真實性並沒有顯著影響，而文化體驗對認知真實性有顯著且正向的影響。另外，認知真實性對顧客滿意度有顯著且正向的影響。本研究驗證日式旅館服務接觸、文化體驗、認知真實性與顧客滿意度之因果架構，並提出實務具體建議。 Cultural experience, and authenticity are hot topics in the tourism industry currently, and the hotel industry begins to experience the culture and authenticity, and becomes a trend.This research investigated the relationships among service encounter, cultural experience, perceived authenticity, and customer satisfaction for a Japanese-style hotel. The questionnaires was to distributed from March 22 to May 12, 2013 with convenience sampling method, and recovered 294 valid questionnaires. Data analyses included descriptive statistical analysis, reliability analysis, correlation analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) analysis. The results indicated that the service encounter did not significantly affect perceived authenticity. Cultural experiences had significant and positive impact on perceived authenticity. Perceived authenticity had positive and significant effect on customer satisfaction and positive impact. This study proposed a research model testing the causal relationships among service encounter, cultural experience, perceived authenticity, and customers satisfactions, and provided specific practical suggestions.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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