A Study of Groom and Bride's Satisfaction and Loyalty towards Wedding Banquets at International Tourist Hotels in Taiwan - Mediated by Customization

• Main Authors: Lin-Ying Yang, 楊麗穎
• Other Authors: Shun-Wang Hsu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/56913457611365170523

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 95 === The research objectives are firstly to explore the variation between demographic variables and other variables such as customer satisfaction, customization and customer loyalty. Secondly, this study aims to discuss relation between groom and bride’s satisfaction and the customization of banquet service at International Tourist Hotels in Taiwan. Thirdly, it is to investigate correlation between service customization and customer loyalty. This study further examines relation between customer satisfaction and loyalty. Finally, we tests if the process of customization has mediated effect to customer satisfaction and customer loyalty. The concepts of the quality of service satisfaction and the satisfaction of meat and beverage are applied on the basis of the other researchers’ questionnaires, while the remaining variables of this study are developed by in-dept interviews. Questionnaire surveys are then delivered to grooms and brides who married within one year at the wedding banquets of International Tourist Hotels in Taiwan. Seven Hundred questionnaires were delivered and 231 questionnaires were returned with valid data. In addition, from the in-depth interviews with wedding banquets managers and assistant managers at International Tourist Hotels, and newlyweds who married within a year, we discuss policy-making considerations and future vision of wedding banquets. Lastly, combining ideas from hotel operators and consumers, this study aims to depict some specific and explicit direction for wedding planning in International Tourist Hotels. The study results indicate that there is variation among some demographic variables, customer satisfaction, customization and customer loyalty. There is significantly positive effect of customization to customer satisfaction. We also find that the higher degree of customization, the higher customer loyalty; the higher degree of customer satisfaction, the higher oral traditions, price tolerance and revisiting willingness. However, the quality of service satisfaction has no significant effect on oral traditions, price tolerance and revisiting willingness. Besides, the satisfaction of location arrangement has no significant effect on price tolerance. The results also presents that customization has mediate effect on customer satisfaction and loyalty; it has no significant mediate effect on service satisfaction, oral traditions, price tolerance, revisiting willingness, satisfaction of location arrangement, loyalty and price tolerance.