碩士 / 康寧大學 / 企業管理研究所 / 103 / This paper investigates whether high service quality increases customers’ satisfaction and loyalty towards bed & breakfast (B&B) in Liuqiu Township, as well as increases cumtomers’s willingness of revisit and repurchase. Liuqiu Township, located at the southwest coast of Taiwan, boasts rich humanistic cultures, natural ecology, and tourism resources. The growing popularity of tourism has led to a great demand for B&B locally. Boat House, a legal B&B were adopted as a study case in this paper. Overall, 353 valid questionnaires were taken back for further analysis. The main findings show that tourists’ occupations significantly affect B&B service quality. In addition, there is a significantly positive correlation among B&B service quality, customers’ satisfaction, and loyalty. Through Scheffe’s post hoc analysis, it was found that only B&B service quality has significant differences among the groups. This phenomenon is likely because most tourists that visited the boat house B&B gave positive evaluations in terms of service quality and loyalty, therefore higher customer satisfaction indicated higher loyalty.
| Identifer | oai:union.ndltd.org:TW/103LU000321039 |
| Date | January 2015 |
| Creators | Shu-Fen Hsiao, 蕭淑芬 |
| Contributors | Yu-ming Hsiao, 蕭玉明 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 109 |
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