本校學位論文庫
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吴羽童
詹賀凱
國際旅遊與管理學院
國際酒店管理碩士學位課程(中文學制)
碩士
2022
酒店服務品質、品牌形象、顧客滿意度與忠誠度之關聯性研究 : 以南寧南湖名都大酒店為例
A Study on the Relationship between Hotel Service Quality, Brand Image, Customer Satisfaction and Loyalty : A Case Study of Nanhu Mingdu Hotel in Nanning
服務品質；SERVQUAL 模型；品牌形象；顧客滿意度；顧 客忠誠度
Service quality; SERVQUAL Model; Brand image; Customer satisfaction; Customer loyalty
公開日期：21/6/2026
隨著市場競爭的不斷加劇使得星級酒店面臨的生存壓力不斷加 大，如何獲取消費者的青睞並使其能夠重複購買，成為星級酒店關注 的重要問題。本文通過構建感知品質、品牌形象。滿意度與忠誠度之 間的模型關係，以期為南寧南湖名都大酒店提升競爭力。因此本文通 過便利抽樣與滾雪球抽樣的形式，對近一年內在南寧南湖名都大酒店 居住過的旅客進行問卷資料收集，獲得了 310 份有效問卷。研究結果 顯示感知服務品質有形性、移情性和保證性三個維度均對顧客滿意度 造成積極且顯著的影響。感知服務品質中的可靠性與回應性對顧客的 滿意度影響不大。品牌形象對顧客滿意度造成積極且顯著的影響；顧 客滿意度對顧客忠誠度造成積極且顯著的影響。
With the increasing competition in the market, star hotels are under increasing pressure to survive. How to get the attention of customers and make them repeat purchases has become an important issue of concern for star hotels. This paper constructs the perceived quality, brand image. The relationship between satisfaction and loyalty is modeled to enhance the competitiveness of Nanning Nanhu Mingdu Hotel. Therefore, this paper collects questionnaire data from travelers who have stayed in Nanning South Lake Hotel in the past year through convenience sampling and snowball sampling, and 310 valid questionnaires were obtained. We was found that the perceived service quality was tangible and tangible. The three dimensions of perceived service quality: tangibility, empathy and assurance were found to have a positive and significant impact on customer satisfaction. Reliability and responsiveness of the perceived service quality have little effect on customer satisfaction. Brand image has a positive and significant impact on customer satisfaction; customer satisfaction has a positive and significant impact on customer loyalty.
2023
中文
92
致 謝..................................................................................................................I
摘要....................................................................................................................III
Abstract.............................................................................................................. IV
圖目錄...............................................................................................................Ⅸ
表目錄...............................................................................................................Ⅹ
第一章 緒論.......................................................................................................1
1.1 研究背景............................................................................................... 1
1.2 研究動機與研究問題......................................................................... 2
1.2.1 研究動機.......................................................................................2
1.2.2 研究問題.......................................................................................3
1.3 研究內容及流程..................................................................................3
1.3.1 研究內容......................................................................................3
1.3.2 研究流程......................................................................................4
1.4 研究目的............................................................................................... 4
1.5 研究意義............................................................................................... 5
1.5.1 理論意義......................................................................................5
1.5.2 現實意義......................................................................................5
第二章 文獻綜述..............................................................................................7
2.1 服務品質................................................................................................ 7
2.1.1 服務品質的定義..........................................................................7
2.1.2 服務品質的維度..........................................................................8
2.2 品牌形象.............................................................................................. 12
2.3.1 品牌形象的定義....................................................................... 12
2.2.2 品牌形象的維度....................................................................... 14
2.3 顧客滿意度..........................................................................................15
2.3.1 顧客滿意度的定義..................................................................15
2.3.2 顧客滿意度維度....................................................................... 16
2.4 顧客忠誠度..........................................................................................17
2.4.1 顧客忠誠度的定義..................................................................17
2.4.2 顧客忠誠度的維度...................................................................18
2.5 變數間相關關係.................................................................................19
2.6 研究框架.............................................................................................. 20
第三章 研究設計............................................................................................22
3.1 研究設計.............................................................................................. 22
3.1.1 受訪者介紹................................................................................ 22
3.1.2 抽樣與實施................................................................................ 22
3.2 問卷設計.............................................................................................. 22
3.2.1 服務品質量表...........................................................................23
3.2.2 品牌形象量表...........................................................................25
3.2.3 滿意度量表...............................................................................25
3.2.4 忠誠度量表...............................................................................26
3.2.5 受訪者基本情況測量...............................................................26
3.3 分析方法.............................................................................................28
3.4 預調研...................................................................................................29
3.4.1 預調研基本情況描述統計......................................................29
3.4.2 預調研信效度分析...................................................................32
3.5 資料收集.............................................................................................. 41
第四章 實證分析............................................................................................42
4.1 描述性統計分析................................................................................42
4.1.1 個人特徵描述統計分析.......................................................... 42
4.1.2 變數描述統計分析...................................................................45
4.2 資料正態分佈及多重共線性檢驗................................................. 49
4.2.1 資料正態分佈檢驗...................................................................49
4.2.2 資料多重共線性檢驗...............................................................51
4.3 探索性因數分析................................................................................53
4.3.1 KMO 及主成分檢驗.................................................................53
4.3.2 信度檢驗................................................................................... 57
4.4 驗證性因數分析................................................................................62
4.4.1 因數載荷檢驗............................................................................62
4.4.2 變數信效度檢驗....................................................................... 64
4.4.3 區別效度檢驗............................................................................64
4.5 結構方程模型檢驗............................................................................65
4.5.1 直接路徑係數檢驗...................................................................65
4.5.2 居住在南寧南湖名都大酒店顧客感知的服務品質與顧客 滿意度之間關係的直接路徑檢驗................67
4.5.3 居住在南寧南湖名都大酒店顧客感知的品牌形象與顧客 滿意度之間關係的直接路徑檢驗...............68
4.5.4 居住在南寧南湖名都大酒店顧客滿意度與顧客忠誠度度 之間關係的直接路徑檢驗............68
第五章 研究結論與建議...............................................................................69
5.1 結論.......................................................................................................69
5.1.1 討論............................................................................................. 69
5.1.2 理論貢獻.....................................................................................71
5.2 建議.......................................................................................................71
5.2.1 基於顧客感知服務品質的建議............................................. 71
5.2.2 基於品牌形象的建議...............................................................73
參考文獻...........................................................................................................74
個人簡歷...........................................................................................................89
附錄....................................................................................................................90
摘要....................................................................................................................III
Abstract.............................................................................................................. IV
圖目錄...............................................................................................................Ⅸ
表目錄...............................................................................................................Ⅹ
第一章 緒論.......................................................................................................1
1.1 研究背景............................................................................................... 1
1.2 研究動機與研究問題......................................................................... 2
1.2.1 研究動機.......................................................................................2
1.2.2 研究問題.......................................................................................3
1.3 研究內容及流程..................................................................................3
1.3.1 研究內容......................................................................................3
1.3.2 研究流程......................................................................................4
1.4 研究目的............................................................................................... 4
1.5 研究意義............................................................................................... 5
1.5.1 理論意義......................................................................................5
1.5.2 現實意義......................................................................................5
第二章 文獻綜述..............................................................................................7
2.1 服務品質................................................................................................ 7
2.1.1 服務品質的定義..........................................................................7
2.1.2 服務品質的維度..........................................................................8
2.2 品牌形象.............................................................................................. 12
2.3.1 品牌形象的定義....................................................................... 12
2.2.2 品牌形象的維度....................................................................... 14
2.3 顧客滿意度..........................................................................................15
2.3.1 顧客滿意度的定義..................................................................15
2.3.2 顧客滿意度維度....................................................................... 16
2.4 顧客忠誠度..........................................................................................17
2.4.1 顧客忠誠度的定義..................................................................17
2.4.2 顧客忠誠度的維度...................................................................18
2.5 變數間相關關係.................................................................................19
2.6 研究框架.............................................................................................. 20
第三章 研究設計............................................................................................22
3.1 研究設計.............................................................................................. 22
3.1.1 受訪者介紹................................................................................ 22
3.1.2 抽樣與實施................................................................................ 22
3.2 問卷設計.............................................................................................. 22
3.2.1 服務品質量表...........................................................................23
3.2.2 品牌形象量表...........................................................................25
3.2.3 滿意度量表...............................................................................25
3.2.4 忠誠度量表...............................................................................26
3.2.5 受訪者基本情況測量...............................................................26
3.3 分析方法.............................................................................................28
3.4 預調研...................................................................................................29
3.4.1 預調研基本情況描述統計......................................................29
3.4.2 預調研信效度分析...................................................................32
3.5 資料收集.............................................................................................. 41
第四章 實證分析............................................................................................42
4.1 描述性統計分析................................................................................42
4.1.1 個人特徵描述統計分析.......................................................... 42
4.1.2 變數描述統計分析...................................................................45
4.2 資料正態分佈及多重共線性檢驗................................................. 49
4.2.1 資料正態分佈檢驗...................................................................49
4.2.2 資料多重共線性檢驗...............................................................51
4.3 探索性因數分析................................................................................53
4.3.1 KMO 及主成分檢驗.................................................................53
4.3.2 信度檢驗................................................................................... 57
4.4 驗證性因數分析................................................................................62
4.4.1 因數載荷檢驗............................................................................62
4.4.2 變數信效度檢驗....................................................................... 64
4.4.3 區別效度檢驗............................................................................64
4.5 結構方程模型檢驗............................................................................65
4.5.1 直接路徑係數檢驗...................................................................65
4.5.2 居住在南寧南湖名都大酒店顧客感知的服務品質與顧客 滿意度之間關係的直接路徑檢驗................67
4.5.3 居住在南寧南湖名都大酒店顧客感知的品牌形象與顧客 滿意度之間關係的直接路徑檢驗...............68
4.5.4 居住在南寧南湖名都大酒店顧客滿意度與顧客忠誠度度 之間關係的直接路徑檢驗............68
第五章 研究結論與建議...............................................................................69
5.1 結論.......................................................................................................69
5.1.1 討論............................................................................................. 69
5.1.2 理論貢獻.....................................................................................71
5.2 建議.......................................................................................................71
5.2.1 基於顧客感知服務品質的建議............................................. 71
5.2.2 基於品牌形象的建議...............................................................73
參考文獻...........................................................................................................74
個人簡歷...........................................................................................................89
附錄....................................................................................................................90
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101 Rindell, A., & Strandvik, T. (2010). Corporate brand evolution: corporate brand images evolving in consumers' everyday life. European Business Review.
102 Romaniuk, J., & Sharp, B. (2003). Brand salience and customer defection in subscription markets. Journal of Marketing Management, 19(1-2), 25-44.
103 Rowley, J. (2005). The four Cs of customer loyalty. Marketing intelligence & planning.
104 Sarmiento-Guede, J. R., Antonovica, A., & Antolín-Prieto, R. (2021). The green image in the spanish hotel sector: Analysis of its consequences from a relational perspective. Sustainability, 13(9), 4734.
105 Sauerwein, E., Bailom, F., Matzler, K., & Hinterhuber, H. H. (1996). The Kano model: How to delight your customers. Paper presented at the International working seminar on production economics.
106 Seth, N., Deshmukh, S., & Vrat, P. (2005). Service quality models: a review. International journal of quality & reliability management.
107 So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34, 31-41.
108 Song, H., Van der Veen, R., Li, G., & Chen, J. L. (2012). The Hong Kong tourist satisfaction index. Annals of tourism research, 39(1), 459-479.
109 Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect of electronic word of mouth (e-WOM) and perceived value on purchase intention during the COVID-19
110 pandemic: the case of ready-to-eat food. International Journal of Behavioral Analytics, 1(2), 1-16.
111 Tefera, O., & Govender, K. (2015). Hotel grading, service quality, satisfaction and loyalty–Proposing a theoretical model and relationship. African journal of hospitality, tourism and leisure, 4, 1-17.
112 Wall, E. A., & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell hotel and restaurant administration quarterly, 48(1), 59-69.
113 Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436.
114 Wang, Y., & Lo, H. P. (2002). Service quality, customer satisfaction and behavior intentions: Evidence from China’s telecommunication industry. info.
115 Wilkins, H., Merrilees, B., & Herington, C. (2007). Towards an understanding of total service quality in hotels. International Journal of Hospitality Management, 26(4), 840-853.
116 Wu, H.-C., & Ko, Y. J. (2013). Assessment of service quality in the hotel industry. Journal of Quality Assurance in Hospitality & Tourism,14(3), 218-244.
117 Wu, W.-Y., Qomariyah, A., Sa, N. T. T., & Liao, Y. (2018). The
118 integration between service value and service recovery in the hospitality industry: An application of QFD and ANP. International Journal of Hospitality Management, 75, 48-57.
119 Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the academy of marketing science, 21(1), 1-12.
120 Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability, 11(12), 3437.
121 Zhao, L., Lu, Y., Zhang, L., & Chau, P. Y. (2012). Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model. Decision support systems, 52(3), 645-656.
122 陈镇东. (2020). 服务品质品牌形象及顾客体验对顾客满意度影响的研究. (硕士). 广西师范大学, Available from Cnki
123 范洁珊. (2020). 基于SERVQUAL 模型的M 酒店服务质量提升研究策略. (硕士). 西南科技大学, Available from Cnki
124 胡祖秀. (2022). 基于顾客满意度视角的LT 温泉度假酒店服务质量改进研究. (硕士). 西南科技大学, Available from Cnki
125 乐斯斯. (2020). 基于SERVQUAL 量表的W 酒店服务质量提升研究.(硕士). 江西师范大学, Available from Cnki
126 彭润华, & 张琳. (2011). 酒店服务质量与顾客满意度研究综述. 市场论坛(08), 35-37.
127 蒲楚淇. (2021). 基于SERVQUAL 模型的TD 酒店服务质量提升研究.(硕士). 天津商业大学, Available from Cnki
128 魏雪峰. (2022). 基于游客评价的国际品牌酒店服务质量提升研究.商场现代化(24), 22-2doi:10.14013/j.cnki.scxdh.2022.24.009
129 鲜萱. (2022). 基于SERVQUAL模型的重庆BC酒店服务质量管理研究.硕士). 重庆理工大学, Available from Cnki
130 张晖. (2021). 商务酒店客户满意度对服务质量和客户忠诚度间的中介效应研究. (硕士). 暨南大学, Available from Cnki
131 张玮. (2012). 服务质量、顾客满意度与酒店顾客忠诚度实证研究. 旅游纵览(下半月)(14), 80+82.
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108 Song, H., Van der Veen, R., Li, G., & Chen, J. L. (2012). The Hong Kong tourist satisfaction index. Annals of tourism research, 39(1), 459-479.
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111 Tefera, O., & Govender, K. (2015). Hotel grading, service quality, satisfaction and loyalty–Proposing a theoretical model and relationship. African journal of hospitality, tourism and leisure, 4, 1-17.
112 Wall, E. A., & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell hotel and restaurant administration quarterly, 48(1), 59-69.
113 Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436.
114 Wang, Y., & Lo, H. P. (2002). Service quality, customer satisfaction and behavior intentions: Evidence from China’s telecommunication industry. info.
115 Wilkins, H., Merrilees, B., & Herington, C. (2007). Towards an understanding of total service quality in hotels. International Journal of Hospitality Management, 26(4), 840-853.
116 Wu, H.-C., & Ko, Y. J. (2013). Assessment of service quality in the hotel industry. Journal of Quality Assurance in Hospitality & Tourism,14(3), 218-244.
117 Wu, W.-Y., Qomariyah, A., Sa, N. T. T., & Liao, Y. (2018). The
118 integration between service value and service recovery in the hospitality industry: An application of QFD and ANP. International Journal of Hospitality Management, 75, 48-57.
119 Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the academy of marketing science, 21(1), 1-12.
120 Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: Local food and sustainable tourism experience. Sustainability, 11(12), 3437.
121 Zhao, L., Lu, Y., Zhang, L., & Chau, P. Y. (2012). Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model. Decision support systems, 52(3), 645-656.
122 陈镇东. (2020). 服务品质品牌形象及顾客体验对顾客满意度影响的研究. (硕士). 广西师范大学, Available from Cnki
123 范洁珊. (2020). 基于SERVQUAL 模型的M 酒店服务质量提升研究策略. (硕士). 西南科技大学, Available from Cnki
124 胡祖秀. (2022). 基于顾客满意度视角的LT 温泉度假酒店服务质量改进研究. (硕士). 西南科技大学, Available from Cnki
125 乐斯斯. (2020). 基于SERVQUAL 量表的W 酒店服务质量提升研究.(硕士). 江西师范大学, Available from Cnki
126 彭润华, & 张琳. (2011). 酒店服务质量与顾客满意度研究综述. 市场论坛(08), 35-37.
127 蒲楚淇. (2021). 基于SERVQUAL 模型的TD 酒店服务质量提升研究.(硕士). 天津商业大学, Available from Cnki
128 魏雪峰. (2022). 基于游客评价的国际品牌酒店服务质量提升研究.商场现代化(24), 22-2doi:10.14013/j.cnki.scxdh.2022.24.009
129 鲜萱. (2022). 基于SERVQUAL模型的重庆BC酒店服务质量管理研究.硕士). 重庆理工大学, Available from Cnki
130 张晖. (2021). 商务酒店客户满意度对服务质量和客户忠诚度间的中介效应研究. (硕士). 暨南大学, Available from Cnki
131 张玮. (2012). 服务质量、顾客满意度与酒店顾客忠诚度实证研究. 旅游纵览(下半月)(14), 80+82.
