碩士 / 國立屏東科技大學 / 農企業管理系所 / 106 / The Kenting area is an important attraction for Taiwanese to engage in water activities in south of Taiwan. In the cruising rock area where tourists like to enjoy the seascape, particularly, the number of bed and breakfast has exceeded 51 apartments. It is a important matter that every bed and breakfast owner pays attention to attract the customers’ attention and meet the customers’ expectations. Therefore, this study takes B&B in Chuanfan Rock as a case study to explore the relationship between service quality, service satisfaction and customer royalty. Suggestions were given among these three variables to improve the management of the case.
From February 2nd to March 30th in the year 2018, the study was based upon 400 copies of questionnaires that were distributed to customers directly
by the B&B owner. A total of 392 questionnaires were retrieved, of which 384 were valid questionnaires.
The results are as following：
1. Respondents feel highly positive about the quality of service.
2. Respondents' expectation of B&B is higher than actual satisfaction.
3. Service quality will positively affect price satisfaction, facility environmental satisfaction, environmental quality satisfaction and overall satisfaction.
4. Price satisfaction will positively influence loyalty, and loyalty will positively affect the occupancy rate.
5. Environmental quality satisfaction positively affects the occupancy rate.
6. Respondents' background variables have significant differences in service quality and satisfaction.
Based on the research results, this study gives the following suggestions：
1. Construct an accommodation service that is equivalent to the expectations and actual satisfaction.
2. Emotional marketing strengthens the link with consumers.
3. Use fan page to promote the B&B.
4. Creating a Positive Brand Image with Green (Ecofriendly) Bed & Breakfasts.
Keywords: Bed & Breakfasts, Chuanfan Rock, service quality, satisfaction royalty.
| Identifer | oai:union.ndltd.org:TW/106NPUS5688008 |
| Date | January 2018 |
| Creators | Wu,Chen Fen, 吳晨棻 |
| Contributors | Peng,Ke-Chung, 彭克仲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 51 |
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