| Abstract: | 近年來，國人從事泡湯休閒觀光活動方興未艾，兼具休閒與養生的泡湯活動，成為國人普遍喜好的休閒活動，也促進了溫泉旅館業的興盛。國內溫泉旅館良莠不齊，服務品質好壞差異極大，然究竟對消費者滿意度有多少影響，不得而知。優質溫泉旅館能獲得消費者喜愛，但是不好的溫泉旅館也並未因存在好的旅館而消失。
本研究從顧客滿意取向，探討溫泉旅館經營關鍵成功因素，以北投、金山及烏來溫泉區的溫泉旅館消費者為研究對象。本研究經過文獻蒐集、個案訪談、小樣本檢測及專家座談後確認溫泉旅館經營關鍵成功因素及其特徵變項，並結合人口統計變項與消費者行為來發展問卷；再以問卷調查方法，以專家推薦之10 家溫泉旅館作為高、低績效對照組，進行消費者滿意度抽樣調查，共取得有效樣本300份。透過問卷調查實證分析，本研究獲得以下結果：
一、以溫泉旅館業者所具備的資產與能力條件來看，經營的關鍵成功因素包括地理區位、建築與裝潢、湯之設備、休閒設施、客房、餐飲、市場區隔、品牌與名聲、服務品質、經營團隊、員工態度、人力資源、促銷組合、附加服務等14項；各關鍵成功因素的特徵變項合計共43項。
二、經營績效好的溫泉旅館所具備的關鍵成功因素特徵變項多，且消費者滿意度高；換言之，溫泉旅館的好壞與本身條件有著密切關係，即好的溫泉旅館有足夠資本為旅館創造更多的關鍵成功因素之優勢，讓消費者滿意。
三、自顧客滿意度觀點，關鍵成功因素特徵變項可歸納為六項因素，分別命名為「餐飲與客房」、「員工態度與服務」、「促銷組合」、「溫泉與湯池」、「品牌印象」及「區位與建築」。該六項因素在以顧客滿意為取向之關鍵成功因素的總解釋變異量達70.106﹪。
四、除研究發現外，本研究之主要實際成果為編訂具鑑別力的溫泉旅館顧客滿意關鍵成功因素量表，可提供溫泉業者、政府機關以及民間評鑑團體等，作為診斷或評鑑溫泉旅館顧客滿意度的參考。
More and more people in Taiwan like to enjoy having spa these days. People believe that soaking in the hot spring is not only a leisure activity but also can satisfy various aspects in health improvement. Thus soaking in the hot spring has become a very popular recreation in Taiwan. Because of the market demand, more and more hot spring hotels have been opened in Taiwan, however, the qualities of hot spring hotels are not guaranteed. Services also vary in quality by different hot spring hotels. We do not know if the hotel qualities do influence the satisfaction of customers. People favor hot spring hotels of high quality , but at the same time, those with inferior quality still do not excluded by the market.
In this research, we discuss the key elements of how to run a spa hotel successfully based on the customer satisfaction for hot spring hotels which were run in Beitou, Wulai, and Jinshan areas. Research is first done by literature collection, individual visit, small sample examination, and experts’ discussion. Subsequently, we have ascertained the key success factors and characteristic variables. Finally, we design the questionnaire. By the questionnaire survey method, we have made a investigation about customer satisfaction in ten hot spring hotels recommended by the experts. 300 effective samples and received totally. After the statistical analysis of the samples, we have gotten conclusions as follow:
1. From the view points of hot spring hotel asset and ability, we have found out that location, decoration, equipment of spa, entertainment equipment, food, market segmentation, brand and fame, service quality, management team, staff attitude, human resource, promotion plan, and added service are all key factors of success. The numbers of characteristic variables underlied of these factors are totally up to 43.
2. The hot spring hotels which provided good performance usually have many characteristic variables, and consumers also have higher satisfaction on them. In other words, a hot spring hotel whether is “good” or “inferior” highly depends on its own conditions. It means that good hot spring hotel might have more sufficient fund to create more key success advantage and make consumers more satisfied.
3. From the viewpoints of customers, the satisfying characteristic variables of success can be classified into six factors. We name them separately as “food and guest room”, “manner and attitude of the staff”, “promotion mix”, “spa Equipment”, “impression of brand”, “location and construction”. Customers’ satisfaction can be explained so accurately by these factors almost up to seventy percent variance in statistics.
Meanwhile we have developed scale with high discrimination that can be used by hot spring hotels and the government as a tool for diagnosis and evaluation.
Keywords: Hot Spring Industry, Hot Spring Hotel, Key Success Factors, Customer Satisfaction |
