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
寛
SWOT 561 SPSS 8.0 LISREL 8.52 1. 2. 3. 4. 5. 6. 7.
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.
1 1.1 1 1.2 2 1.3 3 1.4 3 5 2.1 5 2.2 SWOT 7 2.3 11 12 3.1 12 3.2 13 3.3 21 3.4 32 3.5 35 3.6 36 38 4.1 38 4.2 39 4.3 43 4.4 44 4.5 44 46 5.1 46 I
5.2 47 5.3 49 5.4 50 5.5 51 5.6 51 5.7 52 5.8 53 5.9 54 5.10 55 5.11 57 64 6.1 64 6.2 66 67 79 II
2-1 3-1 3-2 3-3 3-4 SWOT.. 10 23 27 30 31 4-1 39 4-2 4-3 4-4 4-5 5-1 5-2 5-3 5-4 5-5 5-6 5-7 5-8 5-9 40 41 42 43 46 48 50 51 51 F 52 F 52 F 53 F 54 5-10 56 5-11 LISREL 58 5-12 59 5-13 60 5-14 60 6-1 61 III
1-1 3-1 4-1 5-1 5-2 4 26 38 57 61 IV
1.1 88 1
89 89 1.2 2
1.3 SWOT 1.4 1-1 3
1-1 4
2.1 Janfusun Prince Hotel 67 91 1 25 91 8 267 43% 27% 23% 7% 70% 200 5
1. 2. 15 3. 20 5 ~10 26 250 120 4. 75 2 6
2.2 7
1. 2. ; 3. 4. 8
5. 1. ; 2. 49 76 9
SWOT 2-1 2-1 2-1 SWOT 1. 1. 2. 3. 300 4. 200 4. 5. 5. 6. 6. 7. 8. 2. 3. 7. 8. 9. 1. 1. 2. 3. 3. 4. 4. 5. 6. 7. 8. 2. 5. 10
2.3 1990 2001 敍 11
3.1 ( 81) ( 87) ( 80)Wylson 1994 (84) (81) 12
3.2 (72) 81 86 (87) () 1. (The Late E.M.Statler) 13
(Service) 2. 3. 4. 5. 6. () 1. 2. 3. 14
4. 5. 60 %~70% 6. 7. - = 85% - = 35% () 1. 2. 3. 4. 5. 15
() 1. (1) (2) (3) 2. (1) (2) (3) () 1. 2. 3. 4. 5. 6. 7. 8. () 1. 2. 3. 4. 16
82 () () () () (Intangibility) (Inseparability) (Variability) (Perishability) ( ) 17
1. 90 12 83 20,798 58 17,815 25 2,974 21,661 285.25 62.09% 71.05%53.06%57.00% 2. () 3. (1) 18
() (2) ISO9000 (3) 76 77 6 86 7 87 9 84 7 19
1. 90 12 3,239 112,004 29,844 2,404 85,118 23,206 835 26,886 6,638 2. 74 74 79 7 () 48,323 1,617 835 3. (1) 20
449 (2) ISO 9002 113 ISO 9002 16 (3) 3.3 Buell1984 Juran1986 77 Kotler1988 1989 21
AMA Alexander,1960 1. 2. 3. Lovelock2001 1. 2. 3. 4. 5. 6. 7. 86 Service Quality (Juran1989) (Deming1990) ( ) Parasuraman et al. (1985) (Lewis & Mitchell,1991) 3-1 Juran et al. (1974) 22
1. 2. 3. 4. 5. Lehtinen and Lehtinen (1982) 1. 2. 3. 31 Levitt (1972) 1. Juran et al. (1974) 2. 3. 4. 5. Sasser et al. (1978) Rosander (1980) 1. 2. 3. 4. 5. 23
1. Rohrbaugh (1981) 2. 3. Churchill and Suprenant (1982) Gronroos (1982) 1. 2. Lehtinen and Lehtinen (1985) 3. Garrin (1983) 1. 2. Armistead (1985) 3. 4. 5. 24
Parasuraman, et al. (1985) Klaus (1985) Olshavsky (1985) 1. 2. 3. Zimmerman (1985) 4. 5. Martin (1986) 1. 2. Parasuraman et al.1985 25
Expectation Perception Gap 3-1 3-1 Parasuraman et al.1985 :, (Parasuraman et al., 1988), 26
, Parasuraman et al. (gap), 3-2 : 3-2,, Parasuraman et al1988 Parasuraman et al.1985 Parasuraman et al. 27
1985 10 10 1988 22 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
Blanc(1992) SERVQUAL PZB SERVQUAL ( ) service quality Parasuraman et al 1990 : (1) (2) (3) SERVQUAL SERVQUAL 29
3-3 3-4: tangibility reliability 3-3 SERVQUAL responsiveness assurance empathy Parasuraman et al.1988 30
3-4 tangibility reliability responsiveness assurance empathy Parasuraman et al1988 SERVQUAL : SERVQUAL Q= P E Parasuraman et al 31
3.4 (Customer Satisfaction) CS 1992 1992 CS ( 76) (Customer Satisfaction) Hempel1977 Churchill & Surprenant1982 (Customer Satisfaction) (Customer Satisfaction index)( 83) Ostrom & Iacobucci1995 83 ( ) 32
Anderson, Fornell & Lehmann1994 Westbrook1980 Cadotte et al.1987 Oliver1981 WoodruffCadotte & Jenkins1983 Oliver1998 Reichhed et al. 1988 Kolter1975 33
Day1977 Aeillo & Rosenberg1976 Handy & Pfaff1975 Bitner & Booms1990 4Ps 7 Parasuraman et al.1985 34
3.5 Backman & Crompton1991 Jones Sasser1995 Parasuraman, Zeithaml & Berry 1996 Griffin1996 Fornell & Wernerfelt1992 Reichheld & Frederick1990 90 95 5 75 Jocob1994 1. 2. 3. Drake 1998 Craft 1999 35
Berry & Thomoson1982, Cox1985 Fornell1992 Jones & Sasser1995 1. 2. 3. Reichheld & Frederick1990 1. 2. 3. 3.6 Monroe1991 Kotler1992 36
Liljander & Strandvik 1995 Pfeifer(1999) Magson (1998) Strauss(2001) 37
4.1 4-1 H1 H4 H2 H3 H5 H7 H6 4-1 38
4.2 Parasuraman et al.1985 : (tangible) (communication) (reliability) (courtisy)(responsiveness) (competence) (security) (understanding\knowing the customer) (creditability) (access)1988 4-1 4-2 4-1 (tangible) (reliability) (responsiveness) (assurance) (empathy), Parasuraman et al.1988 39
4-2 ( ) 4-3 40
4-3 4-4 41
4-4 4-5 42
4-5.. 4.3 1. H1 2. H2 43
3. H3 4. H4 5. H5 6. H6 7. H7 4.4 4.4.1 4.4.2 9111 922 800 561 70% 4.5 SPSS for Window 8.0 1. (Frequencies) 44
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
5.1 Janfusun Prince Hotel 57.4 20-29 49.930-39 31.2 63.1 23.4 21.2 38.0 27.6 56.9% 43.1% 69.9% 30,001~45,000 24.2 15,001-30,000 22.8 84.1% 5-1 5-1 239 42.6 319 56.9 322 57.4 242 43.1 19 41 7.3 229 40.8 20-29 280 49.9 177 31.6 30-39 175 31.2 147 26.2 40-49 46 8.2 7 1.2 50-59 16 2.9 0 0 60 3 0.5 1 0.2 18 3.2 2 0.4 137 24.4 392 69.9 354 63.1 142 25.3 52 9.3 25 4.5 46
5-1 () 4 0.7 15,000 121 21.6 75 13.4 15,001~30,000 128 22.8 119 21.2 30,001-45,000 136 24.2 82 14.6 45,001~60,000 93 16.6 47 8.4 60,001~75,000 26 4.6 29 5.2 75,001~90,000 19 3.4 131 23.4 90,001~105,000 12 2.1 74 13.2 105,001 26 4.6 155 27.6 38 6.8 45 8.0 51 9.1 213 38.0 472 84.1 78 13.9 383 68.3 66 11.8 178 31.7 2 0.4 0 0 2 0.4 561 100 5.2 穏 5-2 Cronbach s 0.7 47
5-2 Cronbach s A1 ( ) A2 A3 A4 A5 A6 A7 A8 A9 A10 A11 A12 0.9511 A13 A14 A15 A16 A17 A18 A19 A20 A21 A22 A23 B1 B2.. B3 B4 0.8589 B5 B6 48
5-2 Cronbach s B7 B8 B9 0.8719 B10 B11 B12 C1 C2 C3 0.8350 C4 C5 C6 C7 C8 0.9164 C9 5.3 5-3 49
5-3 P E P-E P E P-E A1 4.09 4.3-0.21 A13 4.21 4.54-0.33 A2 4.07 4.22-0.15 A14 4.15 4.65-0.50 A3 4.16 4.41-0.25 A15 3.96 4.39-0.23 A4 4.25 4.53-0.28 A16 4.14 4.58-0.44 A5 3.77 4.22-0.45 A17 4.09 4.41-0.32 A6 4.11 4.54-0.43 A18 4.16 4.57-0.41 A7 4.11 4.45-0.34 A19 3.80 4.07-0.27 A8 4.03 4.30-0.27 A20 3.88 4.28-0.40 A9 4.23 4.61-0.37 A21 4.09 4.52-0.43 A10 4.11 4.56-0.45 A22 4.08 4.55-0.47 A11 4.03 4.45-0.42 A23 4.00 4.47-0.47 A12 4.05 4.40-0.35 5.4 5-4 50
5-4 B1 3.83 B5 4.16 B9 4.09 B2 3.95 B6 4.14 B10 3.91 B3 3.85 B7 4.05 B11 4.22 B4 3.85 B8 4.14 B12 4.02 5.5 5-5 3.98 5-5 C1 3.98 C4 3.79 C7 3.75 C2 3.50 C5 3.63 C8 3.79 C3 3.86 C6 3.76 C9 3.62 5.6 t 51
5-6 T/F a -1.017 0.161-1.452-0.395 2.283 * 0.290 3.166 * 1.175 0.844 0.198 0.316 0.093 1.867 1.095 1.238 1.014 1.303 1.247 1.836 1.555 / 0.312 0.530 0.692 0.304 0.321 0.354 0.272 0.419 0.295 0.123 0.593 0.543 1.114 1.173 1.198 1.275 *p<0.05 a T 5-6 0.05 p=0.045 P=0.008 5.7 5-7 T/F a 1.163 1.373 0.689-0.010 0.425 0.593 0.434 1.253 0.214 0.527 1.113 0.702 0.769 0.739 0.820 0.547 0.312 0.382 0.819 0.499 / 0.738 1.014 0.645 0.554 0.373 0.227 0.264 1.580 0.051 0.124 0.806 0.981 1.153 1.091 0.889 0.687 *p<0.05 T 5-7 0.05 F 52
5.8 5-8 T/F / a 0.199 0.491 0.361 0.117 1.601-0.744 1.102 1.806 1.898 0.737 1.914 1.383 0.727 0.205 0.366 0.279 0.143 0.402 1.436 0.691 1.502 0.474 0.812 1.159 2.775 * 1.180 1.319 0.461 0.293 0.691 / 1.442 0.516 0.405 0.227 0.056 0.684 0.640 0.082 0.275 1.512 1.145 0.926 2.982 5.848 * 1.438 6.884 * 1.112 0.135 2.872 * 1.871 0.428 0.502 1.043 2.424 * *p<0.05 a T 5-8 0.05 p=0.008 15,000 90,001~105,000 p=0.009 p=0.025 Scheffe 53
5.9 5-9 T/F a 1.111 0.212 0.167 0.708 0.695 0.789 0.201 0.309 1.938 1.142 1.142 1.024 3.106 * 3.066 * 2.235 * / 2.207 2.272 1.263 0.224 0.258 0.583 5.075 * 3.137 * 3.878 * 0.817 1.397 1.947 *p<0.05 a T 5-9 p 0.0030.004 0.030 Scheffe 15000 15,001~3 30,001~45,00045,001~6 90,001~105,000 15,000 15,001~3 45,001~6 90,001~105,000 p 0.0070.0440.021 Scheffe 54
5.10 principal component varimax rotation 5-10 ( ) 50.068%5.875% 55
4.884%4.217% 65.045 穏 Cronbach s 0.93200.89600.76630.7251 0.7 5-10 % Cronbach s % A21 0.771 A18 0.741 A23 0.694 A16 0.678 A14 0.666 A22 0.619 11.516 50.068 50.068 0.9320 A13 0.576 A6 0.537 A17 0.529 A4 0.499 A10 0.756 A9 0.725 A8 0.710 A12 0.629 1.351 5.875 55.934 0.8960 A7 0.629 A11 0.571 A19 0.740 A20 0.713 A15 0.629 1.123 4.884 60.827 0.7663 A2 0.810 A1 0.638 A5 0.637 A3 0.575 0.970 4.217 65.045 0.7251 56
5.11 LISREL 5-12 5-1 X9 X10 Y2 Y3 Y4 X1 X2 X3 X4 X5 X6 X7 Y1 X8 5-1 5-11 57
5-11 LISREL 1 2 1 2 3 1 1 X1 X2 X3 X4 Y1 2 Y2 Y3 2 Y4 X5 X6 X7 X8 3 X9 X10 LISREL8.52 Bagozzi & Yi1988 1. 5-12 58
0.5 0.95 5-12 0.96 0.67~0.95 5-12 T T 0.91* 10.80 0.084 1.18 8.56 0.84* 10.35 0.081 1.30 10.23 0.91* 12.81 0.071 1.18 10.76 0.90* 12.75 0.071 1.19 10.85 0.74* 10.67 0.070 1.45 13.51 0.67* 9.60 0.070 1.55 14.31 0.96* 15.27 0.063 1.08 11.72 0.92* 14.54 0.063 1.16 12.46 0.85* 13.36 0.064 1.28 13.41 0.80* 12.49 0.064 1.36 13.98 1.00 -- -- -- -- 0.95 a -- -- 1.10 11.47 0.93* 10.90 0.085 1.14 11.92 0.79* 9.90 0.079 1.38 13.92 *P0.01 a 2. 5-13 Chi-square = 60.22 d.f.=68 =0.88GFI=0.98AGFI=0.98RMR=0.045 RMSEA=0.00NFI=0.97 59
5-13 p p0.05 60.220.737 GFI 0.9 0.98 AGFI 0.9 0.98 RMR 0.05 0.045 RMSEA 0.05 0.000 NFI 0.9 0.97 3. 0.5 5-14 0.7 5-14 0.91* 0.41 0.84* 0.35 0.9181 0.91* 0.41 0.90* 0.41 0.74* 0.28 0.9511 0.67* 0.23 0.96* 0.46 0.92* 0.42 0.85* 0.36 0.9699 0.80* 0.32 1.00 1 1 0.95 a 0.45 0.93* 0.43 0.9164 0.79* 0.31 *P0.01 a LISREL 60
5-2 T LISREL H1 1 1 0.22 1 t 3.73 1.96 H1 H2 2 1 0.01 2 1 t 0.24 1.96 H2 X9 X10 0.91 0.84 X12 X13 X14 X1 X2 X3 0.91 0.90 0.74 0.67 0.22 3.73 0.01 0.24 0.24 3.07 0.10 1.90 0.95 0.93 (10.90) 0.79 (9.90) X4 X5 X6 X7 0.96 0.92 0.85 0.80 0.22 1.00 3.73 X11 0.37 7.06 0.26 (3.73) X8 5-2 61
H3 3 1 0.22 31 t 3.53 1.96 H3 H4 1 2 0.24 1 2 t 3.07 1.96 H4 H5 2 2 0.10 2 t 1.90 1.96 H5 H6 3 2 0.26 3 2 t 3.73 1.96 62
H6 H7 1 2 0.37 1 2 t 7.06 1.96 H7 63
SWOT 6-1 6-1 H1 H2 H3 H4 H5 H6 H7 6.1 1 20-39 15,001~45,000 2 56.9% 43.1% 84.1% 64
3 4 5 6 7 8 9 10 11 12 65
13 14 6.2 1 2 3 4 5 6 66
1. (88) 2. 87-3. 86-4. 89 5. 77 6. 89 7. 83 10 161-177 8. 86~ 9. 79 67
10. 84 11. (81) 12. 87 13. 81 14. 80 15. 90-16. 83 17. 89 18. 89-19. 89 20. 77 1-23 21. (83) 68
22. 82 23. 87-24. 89-25. 80 7 11-23 26. 88 27. (88) 28. 82 42 67-101 29. 83 30. 91SPSS for Window 31. 91SPSS for Window 32. 84 LISREL 69
33., 78 34. 81 1 16-17 35. 87 36. (80) 73 40-46 37. 89 12 231-256 38. 84-39. 90 40. (86) 41. 90 42. 81 7 11-23 43. 72 44. 90 45. (88) 70
46. (86) - 47. 79399 25-27 48. 812 88-92 49. 81 (Theme Park) 45-51 50. 85 51. 82 52. 85-53. 87 54. 1997 55. 91 56. 85 71
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( ) 79
1. 2..... 3. 4. 5. 80
6. 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. 6. 81
1. 2. 3. 1. (1) (2) 2. (1) 19 (2) 20-29 (3) 30~39 (4) 40~49 (5) 50~59 (6) 60 3. (1) (2) (3) (4) (5) 4. (1) (2) (3) (4) (5) (6) (7) (8) ( ) 5. (1) 15000 (2) 15001 ~ 30000 (3) 30001 ~ 45000 (4) 45001 ~ 60000 (5) 60001 ~ 75000 (6) 75001 ~ 90000 (7) 90001 ~ 105000 (8) 105001 82
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