| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 96 === The staffs of Sunset Beach Resort have been deliberating the leisure and natural atmosphere as well as elegant dinning and accommodation environment since the opening in 2002. The service quality is our first priority. Since the national depression throughout the country in recent years, however, our management is facing great challenge now. Local customers’ dinning habits also affect our decision making. Therefore, the most important issue of our management strategy is to improve the service quality and fulfill the customer satisfaction in order to increase the numbers of customers and income profit.
This research is focusing on the service quality and customer satisfaction within Sunset Beach Resort. The flowing are the purposes of our research including: 1. the surrounding areas and customers’ psychological factors and their influences on service strategy of marketing, 2. understanding of organization management, service strategy of marketing and service management system which significantly affects the service quality, 3. the relationship between service quality and customer satisfaction, 4. improvement of strategy methods which likely improve the service quality and customer satisfaction.
Based on the introduction of the current cases, we first analyze the domestic economic environment and how it influences the business condition at Sea View Beach Resort. The design of the research methods is to interview the executives and employees within two weeks and to investigate the present conditions including: 1. organization management, 2. service strategy of marketing, 3. service management system which affects service quality and customer satisfaction.
Additional two-week period interview is also applied on the customers of the hotel and restaurant including: 1. location factors: surrounding areas and traffic, 2. customers’ psychological factors, 3. service strategy of marketing: marketing methods, 4. service quality, 5. customer satisfaction, 6. improving methods- customer enjoyment and fairness.
The research also includes survey on customers of Sunset Beach Resort. The questionnaires contain two major portions - “customer recognition” and “basic information” in order to obtain: 1. location factors: surrounding areas and traffic, 2. service strategy of marketing, 3. service quality, 4. customer satisfaction, 5. improving methods and their mutual influences. The information processing methods comprise: 1. detail analysis, 2. narrative statistics analysis, 3. recurrence analysis, 4. single factor modification analysis.
According to the outcome of the research and its mutual relations, the recurrence analysis reveals that location affects the service strategy of marketing; the service strategy of marketing of the hotel and restaurant affects service quality; service strategy and service quality affect customer satisfaction. The modification analysis unveils that customer age, occupation, monthly income, counts of dinning affect marketing method, service quality, and customer satisfaction; customer age, numbers of visit, and reasons of visit also affect the degree of satisfaction toward surrounding traffic. This research concludes some limited information which can be used in further references.
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