| Summary: | 博士 === 中國文化大學 === 國際企業管理研究所 === 94 === Due to high interaction between tourists and hotel employees, service attitude plays a vital role in customer satisfaction of the international tourists. This study develops a service attitude scale for this survey. A total of 787 international tourists including American, Japanese and Taiwanese were interviewed.
By use of exploratory factor analysis and confirmatory factor analysis, service attitude is divided into four dimensions. There are friendliness, empathic feeling, enthusiastic service and problem solving. As the result of this study, there is a significant difference in customer satisfaction for employee service, among American, Japanese and Taiwanese tourists through ANOVA.
Through use of IPA and modified Fishbein Model, it is also found that heavy workload, improper reaction gust complaint, part-time workers, inadequate command of English, lack of empathy, lack of delegation of authority, etc. are “important” and “critical” items for improving employees’ service attitude.
It is recommended that the hotel manager need to upgrade above mentioned “important” and “critical” service attitude if the quality of service attitude and customer satisfaction are to be improved.
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