進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-1107201416404200
論文名稱(中文) 民宿服務品質、知覺價值、顧客滿意度與顧客忠誠度關係之研究-轉換成本的干擾效果
論文名稱(英文) The Study on Relationship among Service Quality, Perceived Value, Customer Satisfaction and Customer Loyalty – The Moderating Effects of Switching Cost
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生(中文) 陳維菁
研究生(英文) Wei-Ching Chen
學號 R46011387
學位類別 碩士
語文別 中文
論文頁數 69頁
口試委員 指導教授-劉宗其
口試委員-許永明
口試委員-王崇昱
口試委員-吳立偉
中文關鍵字 民宿  服務品質  知覺價值  顧客滿意度  顧客忠誠度  轉換成本 
英文關鍵字 B&B  service quality  customer satisfaction  customer loyalty  switching cost 
學科別分類
中文摘要 近年來台灣政府逐漸重視觀光產業,推出一系列的觀光政策,而在國內旅遊住宿市場競爭以及市場大量需求趨使下,這幾年民宿在台灣的經營發展已從副業經營朝專業經營目標前進,並創造出新興經營與服務模式,以提高我國民宿之服務品質,創造民宿更大的價值。雖然近十年民宿家數成長趨勢,但住房率仍然維持在一定的水準,並未隨著民宿家數的增長而下降。本研究針對民宿的服務品質、知覺價值、顧客滿意度以及顧客忠誠度進行探討,並且以轉換成本作為調節變數,探討轉換成本是否會對知覺價值和顧客忠誠度的關係以及顧客滿意度和顧客忠誠度的關係造成干擾效果。問卷受測者為過去一年內具有住宿民宿經驗的民眾,總共收集300份問卷,刪除不符合條件之問卷,總共收集281份有效問卷。資料分析結果顯示,服務品質對顧客之知覺價值具有顯著的正向影響;服務品質對顧客滿意度具有顯著的正向影響;知覺價值對顧客滿意度具有顯著的正向影響;知覺價值對於顧客忠誠度具有顯著的正向影響;顧客滿意度對顧客忠誠度具有顯著的正向影響。但在干擾效果的研究結果顯示,轉換成本對於知覺價值與顧客忠誠度的關係以及顧客滿意度與顧客忠誠度的關係,不具干擾效果。因此,本研究建議在民宿這個日漸競爭的市場,民宿本身要提高自我的服務品質,尤其是服務人員的態度與素質,並且提高顧客的知覺利益,以提升顧客的知覺價值,以增加顧客對民宿的忠誠度。
英文摘要 Recently, Government value tourism in Taiwan, they implement a series policy of tourism. In this competing market, hostel has created new management model and service model to increase service quality and more value of hostel in Taiwan. Although the number of hostel increased, the occupancy rate remains a certain level.
On this study, to be aim at the relationship of service quality of hostel, perceived value of tourist, customer satisfaction and customer loyalty and examining the moderating effects of switching cost on the association of perceived value and customer loyalty and association of perceived value and customer loyalty. 281 valid questionnaires were collected from the internet. Data consist of responders who have experience of hostel. The data results demonstrate five hypotheses and a moderating effect. First, the association of service quality and perceived value is significant. Besides, the association of service quality and customer satisfaction is significant. Third, the association of perceived value and customer satisfaction is significant. Fourth, the association of perceived value and customer loyalty is significant. The last, the association of customer satisfaction and customer loyalty is significant. But the moderating effect of switching cost on the association of perceived value and customer loyalty and association of perceived value and customer loyalty are not significant.
Based on the finding, Service provider of hostel need to increase service quality by enhance employees quality and increase customer’s perceived value by increase customer’s perceived profit, then increase customer’s loyalty.
論文目次 摘要 I
The Study on Relationship among Service Quality, Perceived Value, Customer Satisfaction and Customer Loyalty – The Moderating Effects of Switching Cost II
誌謝 VI
目錄 VII
表目錄 IX
圖目錄 X
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 研究流程 5
第二章 文獻探討 6
第一節 服務品質 6
第二節 知覺價值 10
第三節 顧客滿意度 12
第四節 顧客忠誠度 13
第五節 轉換成本 16
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 研究變數操作性定義 22
第四節 問卷設計 24
第五節 研究對象與方法 28
第四章 研究分析與結果 35
第一節 資料收集以及人口統計分析 35
第二節 敘述性統計分析 36
第三節 測量模式分析 38
第四節 結構方程模型 42
第五章 結論與建議 49
第一節 研究結論 49
第二節 研究貢獻與管理意涵 51
第三節 研究限制與未來研究建議 54
參考文獻 56
附錄一 正式問卷 63
參考文獻 參考文獻
ㄧ、中文網站
1.交通部觀光局
二、英文網站
1.http://www.telegraph.co.uk/travel/picturegalleries/10598734/The-fastest-growing-travel-destinations-of-2013.html?frame=2803309
三、英文文獻
Al-Sabbahy, H. Z., Ekinci, Y., & Riley, M. (2004). An investigation of perceived value dimensions: implications for hospitality research. Journal of Travel Research, 42(3), 226-234.
Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of service research, 3(2), 107-120.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
Aydin, S., Özer, G., & Arasil, Ö. (2005). Customer loyalty and the effect of switching costs as a moderator variable: A case in the Turkish mobile phone market. Marketing Intelligence & Planning, 23(1), 89-103.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120-141.
Barsky, J. D., & Labagh, R. (1992). A strategy for customer satisfaction. The Cornell Hotel and Restaurant Administration Quarterly, 33(5), 32-40.
Bishop Jr, W. R. (1984). Competitive intelligence. Progressive Grocer, 63(3), 19-20.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 71-84.
Bloemer, J., De Ruyter, K. O., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
Blut, M., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Switching barriers in the four-stage loyalty model. Advances in Consumer Research, 34, 726-734.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. Journal of consumer research, 375-384.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers' usage of services: usage as an antecedent and consequence of satisfaction. Journal of marketing research, 171-186.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research (JMR), 30(1).
Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science,22(1), 16-27.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
Chen, F. Y., & Chang, Y. H. (2005). Examining airline service quality from a process perspective. Journal of Air Transport Management, 11(2), 79-87.
Cole, S. T., & Scott, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
Cronin, J. J., Brady, M. K., Brand, R. R., Hightower Jr, R., & Shemwell, D. J. (1997). A cross-sectional test of the effect and conceptualization of service value. Journal of services Marketing, 11(6), 375-391.
Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of marketing research, 404-411.
Crosby, Philip B.(1979).Quality Is Free: The Art of Making Quality Certain, New York: New American Library.
Czepiel, J. A. (1974). Word-of-mouth processes in the diffusion of a major technological innovation. Journal of Marketing Research, 172-180.
Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of retailing, 76(2), 139-173.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in consumer research, 12(1), 85-90.
Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of consumer research, 119-134.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal of marketing, 11-27.
Fick, G. R., & Ritchie, J. B. (1991). Measuring service quality in the travel and tourism industry. Journal of Travel Research, 30(2), 2-9.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 55, 1–21.
Gilmore, R., & Czepiel, J. A. (1987). Reconceptualizing loyalty in economic exchange relationships: are marketers people?. Unpublished working paper, Graduate School of Business Administration, New York University, NY.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total Quality Management, 11(4-6), 509-514.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Han, H., Kim, W., & Hyun, S. S. (2011). Switching intention model development: role of service performances, customer satisfaction, and switching barriers in the hotel industry. International Journal of Hospitality Management, 30(3), 619-629.
Han, H., Kim, Y., & Kim, E. K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia. International Journal of Hospitality Management, 30(4), 1008-1019.
Hauser, J. R., Simester, D. I., & Wernerfelt, B. (1994). Customer satisfaction incentives. Marketing science, 13(4), 327-350.
Heide, J. B., & Weiss, A. M. (1995). Vendor consideration and switching behavior for buyers in high-technology markets. The Journal of Marketing, 30-43.
Heskett, J. L., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard business review, 72(2), 164-174.
Hsieh, L. F., Lin, L. H., & Lin, Y. Y. (2008). A service quality measurement architecture for hot spring hotels in Taiwan. Tourism Management, 29(3), 429-438.
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty measurement and management.
Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267–286.
Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., & Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes.Journal of Service Research, 9(4), 335-355.
Kalyanaram, G., & Little, J. D. (1994). An empirical analysis of latitude of price acceptance in consumer package goods. Journal of Consumer Research, 408-418.
Keeney, R. L. (1999). The value of internet commerce to the customer. Management Science, 45(4), 533–542.
Kelley, S.W., Hoffman, K.D., Davis, M.A., 1993. A typology of retail failures and recoveries. Journal of Retailing 69 (4), 429–452.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159.
Klemperer, P. (1987). Markets with consumer switching costs. The Quarterly Journal of Economics, 375-394.
Kuhl, J., & Beckmann, J. (1985). Historical perspectives in the study of action control. In Action control (pp. 89-100). Springer Berlin Heidelberg.
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896.
Lehtinen, Uolevi and Jarmo R. Lehtinen (1982). Service Quality: A Study of Quality Dimensions. unpublished working paper, Helsinki: Service Management Institute, Finland OY.
Meng, J., & Elliott, K. M. (2009). Investigating structural relationships between service quality, switching costs, and customer satisfaction. The Journal of Applied Business and Economics, 9(2), 54-66.
Millán, Á., & Esteban, A. (2004). Development of a multiple-item scale for measuring customer satisfaction in travel agencies services. Tourism Management, 25(5), 533-546.
Millán, Á., & Esteban, A. (2004). Development of a multiple-item scale for measuring customer satisfaction in travel agencies services. Tourism Management, 25(5), 533-546.
Millán, Á., & Esteban, A. (2004). Development of a multiple-item scale for measuring customer satisfaction in travel agencies services. Tourism Management, 25(5), 533-546.
Neal, J. (1999). method for allowing a mobile phone to receive a call through a wireless network for which it is not registered, for emergency purposes.
Oliver, R. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460–469.
Oliver, R. L. (1999). Whence consumer loyalty?. the Journal of Marketing, 33-44.
Oliver, R. L., 1997, Satisfaction: A Behavioral Perspective on the Consumer, New York, NY: McGraw-Hill.
Olshavsky, R. W. (1985). Perceived quality in consumer decision making: an integrated theoretical perspective. Perceived quality, 3-29.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L.(1988). Communication and Control Processes in the Delivery of Service Quality. Jpurnal of Marketing, Vol.52, 35-48.
Patterson, P. G., & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of retailing,79(2), 107-120.
Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45.
Ram, S., & Jung, H. S. (1991). How product usage influences consumer satisfaction. Marketing Letters, 2(4), 403-411.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European journal of marketing, 30(2), 19-30.
Reisinger, Y., & Turner, L. W. (2003). Cross-cultural behaviour in tourism: Concepts and analysis. Oxford: Butterworth-Heinemann.
Rust, R. T., & Oliver, R. L. (1994). Service quality: insights and managerial implication from the frontier. In T. RolandRust, & Richard L. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 1–19). Thousand Oaks, CA: Sage.
Sasser, W. E., Olsen, R. P., & Wyckoff, D. D. (1978). Management of service operations: Text, cases, and readings (pp. 33-54). Boston, MA: Allyn and Bacon.
Sharma, N., & Patterson, P. G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International journal of service industry management, 11(5), 470-490.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choice. Ohio: South Western Publishing.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
Sivakumar, K., & Raj, S. P. (1997). Quality tier competition: How price change influences brand choice and category choice. The Journal of Marketing, 71-84.
Spreng, R. A., & Olshavsky, R. W. (1993). A desires congruency model of consumer satisfaction. Journal of the Academy of Marketing Science, 21(3), 169-177.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
Walter, A., Mueller, T. A., Helfert, G., & Wilson, D. T. (2002). Delivering relationship value: Key determinant for customers' commitment. Retrieved March, 4, 2004.
Wang, Y., Lo, H. P., & Yang, Y. (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China’s telecommunication industry. Information Systems Frontiers, 6(4), 325–340.
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychology & Marketing, 21(10), 799-822.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67-85.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. the Journal of Marketing, 31-46.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2019-08-04起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw