民宿旅客服務接觸及顧客滿意度對再宿意圖之研究—以價格敏感度為干擾變數

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题名:	民宿旅客服務接觸及顧客滿意度對再宿意圖之研究—以價格敏感度為干擾變數 A Study on the Influence of B&B Guest Service Encounter and Customer Satisfaction on Re-stay Intention—Taking Price Sensitivity as the Interfering Variable
作者:	林文彥
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	民宿服務接觸顧客滿意度再宿意圖價格敏感度
日期:	2020
上传时间:	2021-01-18 11:05:16 (UTC+8)
摘要:	伴隨經濟發展及國人所得的增加，休閒旅遊活動日益受國人重視，在此同時旅遊住宿選擇亦多樣化，民宿主人在追求個人夢想實現同時，如何留住消費者，吸引與民宿主人有相同喜好的人，讓民宿能夠持續經營。本研究透過住宿旅客在服務接觸的感受，進行顧客滿意度及再宿意圖關係之研究，並探討價格敏感度是否影響旅客再宿意圖。本研究透過 Google表單進行問卷設計，利用社群網站 Line 及 Facebook 進行問卷調查與發放，採無記名方式回覆。總共回收410份，去除無效問卷後有效問卷共400份，有效回收率為97.56%。本研究發現，服務接觸對旅客再宿意圖、顧客滿意度有顯著正向影響；顧客滿意度愈高，願意再宿意圖也愈高。細項部分，服務人員表現與再宿意圖、顧客滿意度有顯著影響；顧客與顧客之互動與再宿意圖、顧客滿意度有顯著影響。民宿實體環境與再宿意圖、顧客滿意度均無顯著性影響。中介變數部分，顧客滿意度對服務接觸品質與再宿意圖具有完全中介效果。有關干擾(調節)變數，價格敏感度對服務接觸與再宿意圖不具有干擾的效果。 With the development of economy and increase in the income of people, leisure to-urism activities are increasingly valued by people. The choice of tourist accommodate-on is also diversified. While pursuing their personal dreams, b&b owners can retain co-nsumers, attract people who have the same preferences as b&b owners, so that b&b can continue to operate. This study conducts the relationship between customer satisfa-ction and re-stay intention through the feeling of residential passengers' encounter in services, explores whether price sensitivity affects passengers' intentions. This study uses Google forms for questionnaire design, and uses community web-sites Line and Facebook to conduct questionnaires and release them, and responds ano-nymously. and 410 questionnaires were returned, After removed invalid questionnaires, 400 effective questionnaires were returned, 97.56% returning rate. This study found that service encounter has a significant positive on passengers' o-riginal intention and customer satisfaction; the higher customer satisfaction, the higher the customer satisfaction, and then the positive intention. In the details, the performance of the service staff has a significant impact on the intention and customer satisfaction; t-he interaction between customers and customers and the satisfaction of customers have a significant impact on customer satisfaction. There is no significant on the environment of b&b, the intention to Re-stay and customer satisfaction. In the mediation variable part, customer satisfaction has a complete intermediary e-ffect on service contact and re-stay intention. With regard to interference variables, price sensitivity has no interference effect on service contact and re-stay intentions.
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