南華大學數位論文

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斛漪席
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1 THESIS FOR THE DEGREE OF MASTER OF SCIENCES DEPARTMENT OF TOURISM MANAGEMENT NAN HUA UNIVERSITY THE STUDY ON SATISFUCTION OF THEME PARK ATTACH HOTEL ---A CASE STUDY ON JANFUSUN PRINCE HOTEL ADVISOR : PH.D. SHEN, CHING-CHENG GRADUATE STUDENT : TSENG, CHING-TSEN

3 寛

4 SWOT 561 SPSS 8.0 LISREL

5 Title of ThesisThe Study on Satisfaction of Theme Park Attach Hotel A Case Study on Janfusun Prince Hotel Name of InstituteDepartment of Tourism Management, Nan Hua University Graduate datejune 2003 Name of StudentTseng, Ching-Tsen Degree ConferredM.S. AdvisorPh. D.Shen, Ching-Cheng Abstract The objective of this study is to find out the relation between the perceived value, service quality, satisfaction and loyalty of the customers lodging in the hotel attached to the theme park. SWOT analysis will be used to analyze the advantage and disadvantage inherent to the Janfusun Prince Hotel and the niche for future development. The result will serve as the reference for the strategic development of the hotel. The consumers of the hotel will serve as the target of this study in the questionnaire survey. The survey yielded 561 valid respondents and the results have been analyzed by SPSS 8.0. Descriptive statistics, factor analysis and level of confidence were used to analyze the characteristics, perceived value, service quality, satisfaction and loyalty of the tourists. In addition, this study adopted the linear structure model to construct the relation model of perceived value, degree of satisfaction and loyalty. LISREL 8.52 was used for the analysis. The empirical study indicated that: 1. the actual experience of the customers with Sword Lake Hill Prince Hotel is below expectation; 2. The theme park and Janfusun Prince Hotel are closely associated and could yield synergy; 3. Service quality, customer trust, customer service, professional standing and facilities were mapped out through factor analysis; 4. Customer perceived that value significantly influenced the degree of satisfaction and loyalty; 5. Customer expectation positively affects the degree of satisfaction and loyalty insignificantly; 6. Actual customer experience positively influenced the degree of satisfaction and loyalty; 7. Customer satisfaction positively affected loyalty. Keywords: service quality, customer satisfaction, LISREL, Janfusun Prince Hotel.

6 SWOT I

7 II

8 SWOT F 52 F 52 F 53 F LISREL III

9 IV

12 1.3 SWOT

13 1-1 4

14 2.1 Janfusun Prince Hotel % 27% 23% 7% 70% 200 5

15 ~

16 2.2 7

17 1. 2. ;

18 5. 1. ;

19 SWOT SWOT

20 敍 11

21 3.1 ( 81) ( 87) ( 80)Wylson 1994 (84) (81) 12

22 3.2 (72) (87) () 1. (The Late E.M.Statler) 13

23 (Service) ()

24 %~70% = 85% - = 35% ()

25 () 1. (1) (2) (3) 2. (1) (2) (3) () ()

26 82 () () () () (Intangibility) (Inseparability) (Variability) (Perishability) ( ) 17

27 , , ,974 21, % 71.05%53.06%57.00% 2. () 3. (1) 18

28 () (2) ISO9000 (3)

29 , ,004 29,844 2,404 85,118 23, ,886 6, () 48,323 1, (1) 20

30 449 (2) ISO ISO (3) 3.3 Buell1984 Juran Kotler

31 AMA Alexander, Lovelock Service Quality (Juran1989) (Deming1990) ( ) Parasuraman et al. (1985) (Lewis & Mitchell,1991) 3-1 Juran et al. (1974) 22

32 Lehtinen and Lehtinen (1982) Levitt (1972) 1. Juran et al. (1974) Sasser et al. (1978) Rosander (1980)

33 1. Rohrbaugh (1981) Churchill and Suprenant (1982) Gronroos (1982) Lehtinen and Lehtinen (1985) 3. Garrin (1983) Armistead (1985)

34 Parasuraman, et al. (1985) Klaus (1985) Olshavsky (1985) Zimmerman (1985) Martin (1986) Parasuraman et al

35 Expectation Perception Gap Parasuraman et al.1985 :, (Parasuraman et al., 1988), 26

36 , Parasuraman et al. (gap), 3-2 : 3-2,, Parasuraman et al1988 Parasuraman et al.1985 Parasuraman et al. 27

37 SERVQUAL SERVQUAL Compton Mackay(1998)SERVQUAL Compton Mackay Carman(1990) SERVQUAL SERVQUAL PZB Compton Mackay(1990) PZB HamiltonCrompton More 1991 Parasuraman et al. SERVQUAL WrightDuray Goodale(1992) SERVQUAL 28

38 Blanc(1992) SERVQUAL PZB SERVQUAL ( ) service quality Parasuraman et al 1990 : (1) (2) (3) SERVQUAL SERVQUAL 29

39 : tangibility reliability 3-3 SERVQUAL responsiveness assurance empathy Parasuraman et al

40 3-4 tangibility reliability responsiveness assurance empathy Parasuraman et al1988 SERVQUAL : SERVQUAL Q= P E Parasuraman et al 31

41 3.4 (Customer Satisfaction) CS CS ( 76) (Customer Satisfaction) Hempel1977 Churchill & Surprenant1982 (Customer Satisfaction) (Customer Satisfaction index)( 83) Ostrom & Iacobucci ( ) 32

42 Anderson, Fornell & Lehmann1994 Westbrook1980 Cadotte et al.1987 Oliver1981 WoodruffCadotte & Jenkins1983 Oliver1998 Reichhed et al Kolter

43 Day1977 Aeillo & Rosenberg1976 Handy & Pfaff1975 Bitner & Booms1990 4Ps 7 Parasuraman et al

44 3.5 Backman & Crompton1991 Jones Sasser1995 Parasuraman, Zeithaml & Berry 1996 Griffin1996 Fornell & Wernerfelt1992 Reichheld & Frederick Jocob Drake 1998 Craft

45 Berry & Thomoson1982, Cox1985 Fornell1992 Jones & Sasser Reichheld & Frederick Monroe1991 Kotler

46 Liljander & Strandvik 1995 Pfeifer(1999) Magson (1998) Strauss(2001) 37

47 H1 H4 H2 H3 H5 H7 H

48 4.2 Parasuraman et al.1985 : (tangible) (communication) (reliability) (courtisy)(responsiveness) (competence) (security) (understanding\knowing the customer) (creditability) (access) (tangible) (reliability) (responsiveness) (assurance) (empathy), Parasuraman et al

49 4-2 ( )

52 H1 2. H2 43

53 3. H3 4. H4 5. H5 6. H6 7. H % 4.5 SPSS for Window (Frequencies) 44

54 2. (One-way ANOVA) 3. (Scheffe) 4. ( Factor Analysis ) (PrincipalComponent Analysis) (Varimax) (Orthogonal Rotation) 5. Cronbach s 6. (Linear Structural Relation Model, LISREL) LISREL 45

55 5.1 Janfusun Prince Hotel % 43.1% 69.9% 30,001~45, ,001-30, %

56 5-1 () , ,001~30, ,001-45, ,001~60, ,001~75, ,001~90, ,001~105, , 穏 5-2 Cronbach s

57 5-2 Cronbach s A1 ( ) A2 A3 A4 A5 A6 A7 A8 A9 A10 A11 A A13 A14 A15 A16 A17 A18 A19 A20 A21 A22 A23 B1 B2.. B3 B B5 B6 48

58 5-2 Cronbach s B7 B8 B B10 B11 B12 C1 C2 C C4 C5 C6 C7 C C

59 5-3 P E P-E P E P-E A A A A A A A A A A A A A A A A A A A A A A A

60 5-4 B B B B B B B B B B B B C C C C C C C C C t 51

61 5-6 T/F a * * / *p<0.05 a T p=0.045 P= T/F a / *p<0.05 T F 52

62 T/F / a * / * * * * *p<0.05 a T p= ,000 90,001~105,000 p=0.009 p=0.025 Scheffe 53

63 T/F a * * * / * * * *p<0.05 a T 5-9 p Scheffe ,001~3 30,001~45,00045,001~6 90,001~105,000 15,000 15,001~3 45,001~6 90,001~105,000 p Scheffe 54

64 5.10 principal component varimax rotation 5-10 ( ) %5.875% 55

65 4.884%4.217% 穏 Cronbach s % Cronbach s % A A A A A A A A A A A A A A A A A A A A A A A

66 5.11 LISREL X9 X10 Y2 Y3 Y4 X1 X2 X3 X4 X5 X6 X7 Y1 X

67 5-11 LISREL X1 X2 X3 X4 Y1 2 Y2 Y3 2 Y4 X5 X6 X7 X8 3 X9 X10 LISREL8.52 Bagozzi & Yi

68 ~ T T 0.91* * * * * * * * * * a * * *P0.01 a Chi-square = d.f.=68 =0.88GFI=0.98AGFI=0.98RMR=0.045 RMSEA=0.00NFI=

69 5-13 p p GFI AGFI RMR RMSEA NFI * * * * * * * * * * a * * 0.31 *P0.01 a LISREL 60

70 5-2 T LISREL H t H1 H t H2 X9 X X12 X13 X14 X1 X2 X (10.90) 0.79 (9.90) X4 X5 X6 X X (3.73) X

71 H t H3 H t H4 H t H5 H t

72 H6 H t H7 63

73 SWOT H1 H2 H3 H4 H5 H6 H ,001~45, % 43.1% 84.1% 64

76 1. (88) ~

77 (81) (83) 68

78 (88) SPSS for Window SPSS for Window LISREL 69

79 33., (80) (86) (88) 70

80 46. (86) (Theme Park)

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88 ( ) 79

91 (1) (2) 2. (1) 19 (2) (3) 30~39 (4) 40~49 (5) 50~59 (6) (1) (2) (3) (4) (5) 4. (1) (2) (3) (4) (5) (6) (7) (8) ( ) 5. (1) (2) ~ (3) ~ (4) ~ (5) ~ (6) ~ (7) ~ (8)

92 6. (1) (2) (3) ~ (4) ~ (5) ~ (6) 7. (1) (2) (3) (4) 8. (1) (2) 9. (1) (2) (3) 10. (1) (2) 11. (1) (2) (3) (4) (5) (6) 83

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [ 應用 IPA 模式檢視國光客運乘客之服務品質需求潘婉茹 1 吳信宏 2 謝俊逸 3 1 國立彰化師範大學行銷與流通管理研究所碩士班學生 2 國立彰化師範大學行銷與流通管理研究所教授 3 亞洲大學資訊科學與應用學系助理教授論文之連絡