臺灣博碩士論文加值系統

目前專門辦理大學迎新活動的飯店或業者不多，主要因為學生所能提供的費用不高，且需要活動草坪或較寬廣地坪辦活動，餐食部分的要求也與一般住客不同，因此多數飯店幾乎都會婉拒這些活動。翠華會館為中華大學下屬機構，在雲林地區負有教育、實習、住宿、供餐等責任，因此配合學校辦理相關活動多年，本研究係以翠華會館為研究對象，檢視大學生在活動期間的對翠華會館服務品質及滿意度之評估，以作為提供大學新鮮人辦理活動之餐飲服務參考。藉由問卷調查選擇到翠華會館辦理迎新宿營之大專生青年，研究發現在餐食滿意度上，受訪大專青年最滿意食物的創新程度，認為最需改進的部分是餐食的健康取向；在服務品質滿意度上，受訪大專青年最滿意服務人員瞭解參與遊客的喜好，其次為用餐的時間和地點具有特色性和方便性；能讓受訪大專青年回遊的主要原因為「即使翠華比別的地方貴一點，我也願意選擇翠華會館」，其次為「朋友需要辦餐，我會向他推薦翠華會館」以及「即使有其他選擇，我仍然願意選擇翠華會館」。除此之外，餐食構面滿意度及服務品質滿意度與回遊機會有顯著正向預測力，其中服務品質構面對於忠誠度構面有較高的預測力。研究以為，因滿意度對於忠誠度具正向影響，若想提高遊客回遊機會，建議著重在服務品質上改善，應能顯著改善遊客回遊機會。

There were fewer hotels devoted to university orientations due to the lower budgets and the diversified activities and diets of the college students. As most hotels would refuse these activities, the Jade Garden Hotel, which was affiliated with China University of Science and Technology in Yunlin campus, has coordinated with universities for years in education, internship, accommodation, and meal serving. The study hence is to evaluate the service quality and satisfaction of the Jade Garden Hotel during university orientations by surveying college students, and then to refer to the hotel services as the recommendations. By using questionnaire survey, the study found that college students were most satisfied with the innovation of food and deemed that the health of meal was the most crucial part to improve. Furthermore, college students were most satisfied with the understanding of the tastes of consumer, and then the characteristics and convenience of mealtime and dinning sites. As for the reasons of revisiting, college students considered the most important reason was “I would still choose the Jade Garden Hotel even if it was more expensive,” then were “I would recommend to others if they needed” and “I would still choose the Jade Garden Hotel even there were other choices.” Besides, the revisiting of hotel could be predicted by the satisfaction of meal and service quality, and service quality possessed higher predictability in loyalty. The study proposes that hotel could focus on the amelioration of service quality to improve the revisiting opportunities.

摘要............i
Abstract............ii
誌謝............iv
目錄............v
表目錄............vii
圖目錄............viii
第一章緒論............1
1.1前言............1
1.2研究背景及目的............2
1.3研究流程............2
第二章文獻回顧............4
2.1服務品質............4
2.2滿意度............5
2.3 忠誠度............6
第三章研究方法............8
3.1研究架構............8
3.2取樣方法............8
3.3研究基地............8
3.4問卷設計............9
第四章資料分析............10
4.1描述性統計分析............10
4.1.1背景屬性之描述性統計............10
4.1.1.1 性別............10
4.1.1.2 年齡............10
4.1.1.3 教育程度............11
4.1.1.4 居住地............12
4.1.1.5 到訪次數............12
4.1.1.6 每月出遊次數............13
4.1.1.7 獲取資訊............13
4.1.1.8 同遊對象............14
4.2 滿意度面相統計分析............14
4.3 服務品質面相統計分析............16
4.4 忠誠度............17
4.5 滿意度構面及忠誠度回歸分析............18
第五章 結論與建議............19
5.1 研究結論............19
5.1.1 大專生基本屬性之現況分析............19
5.1.2 大專生餐食滿意度構面之現況分析............19
5.1.3 大專生服務品質構面之現況分析............20
5.1.4 大專生回遊機會構面之現況分析............20
5.2 研究限制............20
5.3 建議............20
附錄............24
Extended Abstract............27

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