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    Title: 度假旅館氛圍、消費情緒、滿意度與行為意向關聯性之研究 : 以礁溪老爺酒店為例
    Other Titles: The relationships among atmosphere, emotional, satisfaction and behavior intention : an example of Hotel Royal Chiao Hsi
    Authors: 楊竫如;Yang, Tseng-Ju
    Contributors: 淡江大學企業管理學系碩士在職專班
    吳坤山;Wu, Kun-Shan;羅惠瓊;Lo, Hui-Chiung
    Keywords: 氛圍;消費情緒;滿意度;行為意向;Atmosphere;emotional;satisfaction;Behavior Intention
    Date: 2014
    Issue Date: 2015-05-04 09:51:40 (UTC+8)
    Abstract: 本研究主要以礁溪老爺酒店住宿旅客為研究對象,探討住宿旅客對度假旅館的氛圍因素、顧客消費情緒、滿意度與行為意向間之關聯。本研究採隨機抽樣進行抽樣,總計發放384份問卷,扣除無效樣本36份後,回收有效樣本數為348份,有效樣本回收率為90.6%。研究使用SPSS 19.0版統計軟體進行分析,採用的分析方法包括:描述性統計分析、信度分析、T檢定與變異數分析、因素分析、相關分析、迴歸分析。本研究主要研究結果如下:
    1. 度假旅館之關係氛圍與環境氛圍對顧客消費情緒有顯著的正向影響。
    2. 顧客感受到的正面消費情緒顯著正向影響顧客滿意度。
    3. 顧客感受到的正面消費情緒顯著影響顧客行為意向。
    4. 顧客滿意度顯著正向影響顧客的行為意向。
    5. 影響消費情緒之路徑中以度假旅館氛圍因素中之關係氛圍因素的影響最大。
    緣此,建議礁溪老爺酒店應加強服務人員的技能訓練,來提升並喚起顧客正面的消費情緒(如愉悅感),進而提升顧客滿意度。
    This study aims to explore the relationships among atmosphere, emotional, satisfaction and behavior intention, using the Hotel Royal Chiai Hsi customers as research objects. The method of random sampling is adopted to get the samplings for this study. Total 384 questionnaires were distributed and 348 valid questionnaires returned with 90.6% return rate. Based on descriptive statistics, reliability, t-test and ANOVA, factor analysis, correlation analysis and regression analysis, the main results of this study are:
    1. Relationship atmosphere and environment atmosphere have significantly positive effect on consumer emotion.
    2.Positive emotion of customers has significantly positive effect on customer satisfaction.
    3. Positive emotion of customers has significantly positive effect on behavior intention.
    4. Customer satisfaction has significantly positive effect on behavior intention.
    5. Relationship atmosphere has most impact on consumer emotion.
    According to the empirical results, it is suggested that Hotel Royal Chiao His could enhance the skill training for the server staff to arouse the positive emotion of customers, further elevate their satisfaction.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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