| Summary: | 碩士 === 國立東華大學 === 觀光暨遊憩管理研究所 === 94 === In service industry, “Customers are our first priority.”is still a criterion.Therefore, it becomes a very important issue for a corporation to realize what customers want and need. In order to make the service quality better and acquire what the customers think about the products, the corporation will manage to realize customers’ satisfaction by using some measure techniques. From the research results, they can also understand what the customers unsatisfy or even criticize, which will be the basis for improvement. Generally speaking, in hospitality industry, customer-comment cards are used frequently to measure the customer satisfaction and to obtain marketing information. However, the problem of customer-comment cards is in its low response rate that could lead to non-response bias. As a result, any decision based on information provided by ineffective customer-comment cards maybe dangerously misleadind. This research wanted to observe the change of response rate by adding some incentive and examined whether the sample information with high response rate significantly differ from that with low response rate.
This research, a resort hotel in Taiwan as an object of study, was done in the summer of 2004 and the spring of 2005. The surveyed information was collected in two different methods. One was the traditional method that there was no incentive offered when surveyed. The other method offered some incentives to the customers who returned the questionnaires. One of the research results showed that the more value the incentives had, the higher the response rate was, and the response quality was better. In addition, the results also indicated that the sample information of high response rate significantly differ from the one of low response rate. Therefore, it is worthy for a business to invest in a survey that can reveal accurate information from their customers.
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