刘玮

高波

國際旅遊與管理學院

國際旅遊管理博士學位課程(中文學制)

博士

喚醒模型的構建 : 如何喚醒酒店的 “沉睡” 顧客?

Constructing a reawakening model : How to reengage hotel "sleeping" guests?

喚醒模型 ; “沉睡”顧客 ; 積分政策 ; 感知價值 ; “沉睡”後悔 ; 互動營銷 ; 整體滿意度 ; “沉睡”週期 ; 互惠式利他理論

Reawakening model ; "Sleeping" guests ; Point policy ; Perceived value ; Inaction regret ; Interactive marketing ; Integrated satisfaction ; "Sleeping" period ; Reciprocal altruism theory

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目前有關顧客生命週期的研究大多聚焦於潛在顧客、現有顧客與流失顧客三種關係類型，卻忽略了其間的過渡狀態，尤其是“沉睡”階段的顧客—此類顧客在某段期間中止與品牌的互動，但並未徹底流失，具備高潛在回流價值，特別在酒店業中更為常見。基於此，本研究從關係連續性的本體論視角出發，主張顧客行為並非固定類別，而是一種由互動密度與記憶強度所驅動的動態狀態轉換過程。為了解這一階段顧客的心理與行為機制，並提出有效的關係重啟策略，本研究以互惠式利他理論為核心理論基礎，發展出一個喚醒模型，以探討酒店如何藉由利他積分政策喚醒“沉睡”顧客的回歸意圖。
本研究的方法論設計以量化路徑為主，採用偏最小二乘結構方程模型，同時輔以重要性和績效分析作為操作層補充工具，以補足結構模型在策略構面上的應用侷限。模型包含四個中介變量（感知價值、互動營銷、“沉睡”後悔與整體滿意度），並設置“沉睡”週期作為調節變量。為強化衡量信度，本研究於問卷施測前先行進行積分政策構面之量表優化與預調查，並以便利抽樣方式收集來自澳門地區的“沉睡”顧客樣本。基於建構主義式認識論觀點，本研究關注顧客如何基於記憶、知覺與過往關係中的心理推論形成互惠回應，並嘗試在非即時互動情境下預測其行為傾向。
研究結果指出，積分政策可透過提升顧客的感知價值、互動參與、喚起“沉睡”後悔與增強整體滿意度，進而喚醒短期“沉睡”顧客的回歸意圖。多群組分析顯示，銀卡與金卡會員在感知價值上顯著高於普通會員，說明精英顧客對積分誘因更具敏感性與響應力。此外，重要性和績效分析結果揭示，儘管部分積分賺取策略執行表現良好，但其對“沉睡”客人的實際吸引力有限，反映資源配置過度；而積分兌換政策雖具高度重要性，但執行品質未符顧客期望，需策略性調整。
本研究首次將互惠式利他理論延伸至品牌與顧客之間處於非互動的“沉睡”期情境，挑戰過去僅強調即時互動下回報動機的傳統理論假設，拓展其應用邊界。實務上，本研究證實針對“沉睡”顧客的積分喚醒策略比重新開發新顧客或挽回流失客戶更具經濟效益，並建議酒店根據“沉睡”週期與會員等級進行策略分層與動態監測。此外，本研究融合結構方程模型與重要性和績效分析之多層次分析框架，也為後續品牌休眠管理與顧客關係重啟策略研究提供方法學典範。

Existing research on customer lifecycle management has predominantly focused on three relational stages—potential, existing and lost customers—while neglecting transitional states, particularly “sleeping” guests. These individuals temporarily suspend interaction with the brand but have not completely disengaged, retaining high potential for reawakening. This phenomenon is especially prevalent in the hospitality sector. Grounded in an ontological perspective of relational continuity, this study posits that customer behavior is not a static classification but a dynamic state transition process shaped by interaction frequency and memory strength.
To better understand the psychological and behavioral mechanisms of “sleeping” guests and to propose actionable re-engagement strategies, this study adopts the theory of reciprocal altruism and develops a reawakening model that examines how hotels may use altruistic point policies to stimulate return intentions among “sleeping” guests.
The study employs a quantitative design, primarily using Partial Least Squares Structural Equation Modeling, complemented by Importance-Performance Analysis to diagnose the practical performance of point strategies, thus bridging the gap between theoretical constructs and managerial actions. The model incorporates four mediating variables—perceived value, interactive marketing, inaction regret, and integrated satisfaction—while introducing the “sleeping” period as a moderator. To ensure measurement validity, point policy indicators were optimized before formal survey distribution. Data were collected via convenience sampling from “sleeping” hotel customers in Macao.
From an epistemological standpoint grounded in constructivism, the study explores how customers form reciprocal responses based on past interactions, perceptual memory, and psychological inference in non-immediate contexts.
Results show that point policies significantly influence return intentions by enhancing perceived value, stimulating regret over the “sleeping” period, increasing satisfaction, and encouraging re-engagement, particularly within shorter “sleeping” cycles. Multi-group analysis reveals that elite members (silver and gold tiers) perceive significantly higher value from point policies compared to basic members, indicating stronger sensitivity and responsiveness. Importance-Performance Analysis findings further demonstrate that some point-earning strategies, while well-executed, offer limited appeal to “sleeping” guests—suggesting a mismatch in resource allocation. Conversely, key redemption policies were deemed highly important but underperformed, calling for strategic refinement.
This study extends the application of reciprocal altruism theory into non-interactive, “sleeping” guests-brand relationships—challenging the traditional premise that reciprocity must occur within immediate exchanges. Practically, the findings confirm that reawakening “sleeping” guests via point strategies is more cost-effective than acquiring new or regaining lost customers. Strategic recommendations include tailoring point initiatives by membership tier and “sleeping”duration, and adopting a layered analytical approach integrating Structural Equation Modeling with Importance-Performance Analysis. This framework offers a methodological contribution to the emerging field of relationship dormancy and brand reactivation strategies.

2025

中文

181

致 謝 I
摘 要 III
Abstract V
圖目錄 XIII
表目錄 XIV
第一章 緒論 1
1.1 研究背景 1
1.2 研究問題 13
1.3 研究目的 14
1.4 研究意義 14
1.5 研究範疇與內容 19
第二章 文獻綜述與研究假設 23
2.1 互惠式利他理论 23
2.2 積分政策 27
2.2.1 積分政策的概念 27
2.2.2 積分政策的測量 31
2.3 感知價值 31
2.3.1 感知價值的概念 31
2.3.2 感知價值的測量 32
2.4 互動營銷 34
2.4.1 互動營銷的概念 34
2.4.2 互動營銷的測量 36
2.5 “沉睡”後悔 38
2.5.1 “沉睡”後悔的概念 38
2.5.2 “沉睡”後悔的測量 40
2.6 整體滿意度 42
2.6.1 整體滿意度的概念 42
2.6.2 整體滿意度的測量 43
2.7 回歸意圖的唤醒 47
2.7.1 喚醒“沉睡”顧客的概念 47
2.7.2 回歸意圖的喚醒方式 50
2.7.3 回歸意圖的喚醒測量 56
2.8 積分政策、感知價值和回歸意圖的喚醒 56
2.9 積分政策、互動營銷和回歸意圖的喚醒 58
2.10 積分政策、“沉睡”後悔和回歸意圖的喚醒 59
2.11 積分政策、整體滿意度和回歸意圖的喚醒 60
2.12 積分政策和回歸意圖的喚醒之間的中介作用 62
2.13 “沉睡”週期的調節作用 63
2.14 假设模型 66
第三章 研究方法 67
3.1 研究設計 67
3.2 量表優化 67
3.2.1 量表優化與評估 67
3.2.2 量表內容 68
3.2.3 用於量表優化與潛在結構評估的樣本 73
3.2.4 確認量表的信度與效度 74
3.3 變量測量量表 78
3.3.1 積分政策 78
3.3.2 感知價值 79
3.3.3 互動營銷 79
3.3.4 “沉睡”後悔 80
3.3.5 整體滿意度 80
3.3.6 回歸意圖的喚醒 81
3.3.7 “沉睡”週期 81
3.3.8 控製變量 82
3.4 問卷設計 82
3.5 樣本策略 85
3.5.1 抽樣方法 85
3.5.2 目標樣本 86
3.5.3 樣本數量 87
3.6 數據收集 88
3.6.1 預調查數據收集 88
3.6.2 正式調查數據收集 89
3.7 數據分析 90
3.7.1 描述性分析 93
3.7.2 重要性和績效分析 93
3.7.3 測量模型的檢驗 94
（1） 指標信度 94
（2） 內部一致性信度 95
（3） 聚合效度 95
（4） 區分效度 95
3.7.4 結構模型的檢驗 96
（1） 共線性問題 96
（2） 結構模型關係 96
（3） 模型的解釋力 96
（4） 模型的預測力 97
3.7.5 中介作用 98
3.7.6 調節作用 98
3.7.7 多群組分析 99
3.8预調查 99
3.8.1 預調查量表的信度檢驗 100
3.8.2 預調查量表的效度檢驗 102
第四章 研究結果 104
4.1 描述性統計分析 104
4.2 共同方法偏差 106
4.3 測量模型的檢驗 106
4.4 結構模型的檢驗 112
4.5 多群組分析 117
4.6 重要性和績效分析 119
4.7 研究結果總結 120
第五章 結論與討論 124
5.1 研究結果討論 124
5.2 理論貢獻 129
5.3 實踐貢獻 135
5.4 研究限制和未來研究方向 140
參考文獻 143
作者簡歷 168
附錄 170
酒店會員積分政策調查問卷 170

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