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主題遊樂園附屬旅館之滿意度研究 －以劍湖山渡假大飯店為例

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主題遊樂園附屬旅館之滿意度研究 －以劍湖山渡假大飯店為例

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    1. ??????????????? -??????????? ? ? ?:??? ????:??? ??

    2. ? ? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ?

    3. ?????? ????????????,???????????????????????????????????????? ???????????????????????????????

    4. ??????????????,??????????????????????????????????????????????????????? ????????????????????????????,?????????????????????????????

    5. ?????? ??????????????????????????????? ??????????????????????????????? ?????????????????????????????????????

    6. ???????????????????????????????????? ???????????????????????????????

    7. ?????? ??????????????????????????????? ??????????????????????????????? ?????????????????????????????????????

    8. ???????????????????????????????????? ???????????????????????????????

    9. 1. ????? 2. ?? 3. ????? 4. ??????? 5. ???????? 6. ?????? 7. ??????? ??????

    10. 1.????? ?????????????????????,???????? ???????,?????(??? 1992)????????????? ????,???????????????? ( ??? 1998 ) ???? ????????????,???????????????,??? ?????????????,??????????,??????? ????????? (??? 1991)? (Wylson 1994) ????????? ???,?????????????????,?????????? ????????,????????????????,?????? ???????? (???1995)???????????????,?? ????????????????????????,??????? ????????????(??? 1992)?????????????? ??????????????????,???????????,? ?????????,???????????????????,?? ?????????????,?????????????????? ???????????? ????,????????????????????????? ???????????,??????????,????????? ??,????????????????????????????? ??????????

    11. 2.?? ????????????,???????,????????? ??,????????????????????????????? ???????????????????????????????? ???????????????????????????????? ??????????????????,????????????? ??????????????(??? 1983) ????????:??? ??????????????????????(??? 1991) ???? ?????????????,???????????????? ( ? ?? 1991 )???????????,??????????,??? ???????????????????????????,???? ???? ( ??? 1993 )???,???????????????? ??????,????????????(??? 1995)?

    12. 3.????? ???????????,Buell(1984)???????????,??? ??????????????????????? Juran(1986)?????? ???????????????????????,??????????? ?????????(???,1987)? Kotler(1988)???:???????????????????,????? ???,????????????????????(1989)??????? ???????,????????????????? ?????????? ???????,???????????????(AMA) ???????? ??:??????????????????????? Alexander (1960) ???????????????? ?:1. ???????????????? ??,??????,????2. ?????????????,?????? ? 3. ???????????,???????? Lovelock(1991)????? ?????,???????????????:1. ????????2. ??? ???????????????3. ????????????4. ?????? ??????5. ?????6. ????????????7. ????????? ???????(1997)????????????,???????,??? ????????????????????????,?? ??????????????????: 1. ???(intangibility)?2. ???(heterogeneity)? 3. ???(perishability)?4. ?????(inseparability) ?

    13. 4.??????? ??????????(J.M.Juran),??????????? (A.V.Feigenbanum),???????????,???????? ???? (W.Edward Deming),???????????? (????????) ?? ???????,????????????????,???????? Parasuraman,Berry,Zeithaml(1985)?????? ???????????? ?????????????????????,?????????? (Lewis & Mitchell ,1990)?????????????????? Parasuraman,Berry,Zeithaml(1985)???????????????? ???????????: ??? (tangible) ??? (communication) ???? (reliability) ? ?? (courtisy) ???? (responsiveness) ???? (competence)? ?? (security)??????? (understanding \ knowing the customer)? ?? (creditability)???? (access) ??

    14. ??1988?????????????????,????:

    15. ??Juran et al. (1974) ??????????????:1. ???: ????????2. ???:??????????3. ?????:? ????????4. ???:??????5. ???:??????? ??????? Lehtinen and Lehtinen (1982) ??????????? ?:????:????????(???????)?????:? ???????????:???????????????,??? ?????????????????????????????,? ???????:

    20. ????????????? Parasuraman ??1985 ??????? ?????????,????????????????? (Expectation)???????????(Perception)???????? ?????????,??????( Gap )???????????? ?????????(??)? ???:????????????????????????? ???:?????????????????????? ???:??????????????? ???:??????????????? ???:???????????????????? ??????????????,????:

    21. Gap5=F(Gap1, Gap2, Gap3, Gap4)

    22. 5.???????? ???????,?????????????,???????? ???????????,???????????????????? ????????????????????,???????? (??) ??????,???????????????????????? ?????(????,1994)?????(Customer Satisfaction)????? ???,????????????????Hempel(1977)????? ???????????????????,???????????? ?????, Churchill & Surprenant (1982) ???????????? ?????,?????????????????????????? ??(CS)????,????????????,?????????? ? (Customer Satisfaction index) ( ???,1994) ? Ostrom & Iacobucci (1995)???????????????,??? ?????????????????????,?????????? ??????????

    23. 6.?????? ?????????????,?????,?????????? ???????????????: Reynolds(1974)?????,?????????????,?? ?????????????,?????????????????? ??????????????????,????????????? ??? Dick & Basu (1994) ??????????,???????? ?,?????????????????????????????, ??????????????????,????????????? ???????????,???????????????????? ???,????????????????Jones & Sasser(1995)?? ????????,?????????,?????????;??? ???????,????????????,????????

    24. Bhote(1996)??,????????????????????,? ??????????????? Oliver(1997) ?????????? ????????????????????????,??????? ????????????????????Bowen and Shoemaker (1998) ????????????????????,??????????? ????? Smith(1998)??????????????????,???? ?????????????????,?????????????, ???????????,???????????? Shoemaker & Lewis(1999)???????????(Royalty triangle) ,??????????? 1. ????:???????,????? ??????????????????? 2. ????:?????? ????3. ?????/??:?????????????????? ,??????????,???????????????????

    25. 7.??????? ????????????,Pfeifer (1999) ????:?????? ???,??????????????????????,????? ???????????????????????????????? ??????????,????????????????????? ????????,??????????,???????????? ???????, ????,????, ????, ????; ??? ?????,???????????????,?????????? ????????Pfeifer ????????????????????? ??,??????????????,?????????????? ???????

    26. Magson (1998)???????????,???????????? ??????????, ?????????,?????,????? ????????????????????????, ??????? ????????????????, ??????????????? ?,????????????????????????, ????? ??????????,??????????????????? (Strauss, 2001)????????????????????????,? ??????????????????????????????,? ????????????????,??????????????? ???????????????????????????????? ?

    28. ???????????????? ???????????????? ???????????????? ???????????????? ???????????? ??91?10??????91?12?, ??????????1000?,?? ???? 700 ?? ??????

    29. ????:??????????????????????????? ? ??????? ????:????????????????????,???????????? ???...??????????? ??????

    30. one - way ANOVA:?????????????????????????? ??????? ????:?????????????????????????? ???????:???????????????????????? ,??LISREL????????

    33. ???????????????? ???????????????? ??????????? ????????,??????? ??????????????,? ????????? ??????

    34. ????????,??????? ???????????????? ?? ????????,??????? ???????????????? ?

    35. ??????

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