對一個經濟發展的國家來說：「飯店可說是一個國家的顏面。」，因此飯店的設備與服務，已成為國際人士評估該國進步與發展程度的一個重要指標。如果說「二十一世紀城巿將代替國家發言，城巿將展現國家的競爭力」，對國際頻繁的商務旅人來說，緊鄰世界窗口的飯店，更代表城巿的最佳代言人。在市場競爭的現代社會，業者如何從競爭激烈的環境中脫穎而出，唯有加強對顧客之服務品質，針對不同顧客需求，提供多樣化的服務，以提升顧客滿意度與忠誠度，因唯有增加顧客程度才可以提高業者的經營績效。尤其在競爭激烈環境之下，顧客更強調服務品質，所以業者應提供優質的服務品質做到顧客滿意才能留的住顧客，以刺激顧客再次、多次消費，畢竟忠誠的顧客才是業者長期獲利的來源。
本研究主要探討俱樂部會員知覺服務品質、需求滿足與忠誠度之相關研究，研究目的希望研究結果能提供相關經營者參考。本研究採用問卷調查法進行研究資料蒐集，共發出280份問卷，回收266份，回收率95%。有效問卷266份，有效回答率100%。依問卷調查分別以以「描述性統計」、「t考驗」、「單因子考驗」、「皮爾遜績差相關」、「多元逐步回歸分析」等方法進行分析與驗證，本研究結果如下：
一、圓山飯店俱樂部會員在服務品質僅在關懷性有性別差異；在可靠性有年齡差異；在關懷性呈現有每月收入差異；需求滿足變項在經營模式有年齡；需求滿足變項在硬體設施及經營模式呈現有每月收入差異；忠誠度變項在行為忠誠有年齡和每月收入差異。
二、服務品質、需求滿足與忠誠度量表之間的關係，以Pearson積差相關進行統計分析。服務品質概念分為「有形性」、「可靠性」、「反應性」、「保證性」、「關懷性」五個構面；需求滿足「軟體設施」、「硬體設施」、「經營模式」三個構面；忠誠度「行為忠誠」、「態度忠誠」兩個構面。結果發現各變項建構之間皆呈現高度正相關。
三、服務品質與需求滿足量表作為預測變項對「行為忠誠」之逐步多元迴歸分析時發現，經營模式、保證性、有形性可預測行為忠誠75.0%的變異量。
最後針對研究結果，研究者提出對飯店經營及未來研究提出具體建議，依實徵研究結果，從飯店經營面及未來研究提出具體建議。
Hotel can be regarded as the representative of one nation’s appearance for one economical developing nation. Therefore, facilities and services of hotels can be used as one indicator of one national development. For international frequent travelers, hotel can be the best agent of the city. In the competitive society, only promotion of service quality dealing with variety of customers can gain performance of hotel management in order to retain their loyalty, then get the final profits in the long term.
This study mainly explore the association among the perceived quality of service, needs satisfaction and loyalty. The goal of this study not only examines the association to test the purposed hypotheses, but also based on the empirical findings, proposes the feasible suggestions for hotel management. The data collection is used questionnaire survey with 266 members of Grand Hotel club as the subjects. The valid return rate is 95%. The statistics used descriptive statistics, student t test, one-way between ANOVA, Pearson correlation and multiple stepwise regression to test the hypotheses. The findings are as followed:
1. There are existed significant differences between care construct of service quality scale and gender as well as monthly income; there are existed significant differences between reliable construct of service quality scale and age. There are existed significant differences between management pattern construct of needs satisfaction scale and age; there are existed significant differences between hardware facility construct of needs satisfaction scale and monthly income. There are existed significant differences between behavior loyalty construct of loyalty scale and age as well as monthly income.
2. There are highly positive correlation existed among each construct of all variables, i.e., service quality, need satisfaction and loyalty.
3. There are highly positive correlation existed with 75%variance prediction by using service quality and need satisfaction toward loyalty.
Based on this empirical findings, researcher propose some feasible suggestion towards Grand Hotel club management and future study.
