| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 93 === This study is aimed at understanding the association between hot springs service quality and customer satisfaction. Particular research interests include:
（1）The association between hot spring quality and customer satisfaction.
（2）The association between employee’s service quality and customer satisfaction.
（3）The association between quality of physical facilities and environment and customer satisfaction.
（4）The association between convenience and customer satisfaction.
This study developed an “ hot springs service quality measurement inventory” for the examination of hot springs quality adapted from the SERVQUAL and RSQD、RSQS . Successfully interviewed 349 consumers. Data were to be tested and verified in terms of Pearson correlation, simple regression analysis, multiple regression analysis, and oneway analysis of variance.
Results of the revealed that hot spring quality, employee’s service quality, quality of physical facilities and environment, and convenience, were positively correlated with customer satisfaction. The four sub-dimensions of employee’s quality, that is reliability, assurance, responsiveness, and empathy, were also positively correlated to customer satisfaction. As a result, the four hypotheses of the study were fully supported.
This study also conducted a multiple regression analysis to understand the relative influence of the four independent variables. Result of this analysis revealed the follow ranking: physical facilities and environment, employee’s service quality, hot spring quality, and convenience. Meanwhile, this study also conducted multiple regression analysis to examine the relative power of the four sub-dimensions of employee’s quality, the ranking is: responsiveness, assurance, empathy, reliability, respectively.
Finally, the study discussed the implicative its findings and advanced several suggestions for future studies and hot springs practitioners.
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