| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 100 === With customers’ increasing high degree of attention for service quality, whether industry service and quality can satisfy customer’s demand, has become a major issue in the industry. In recent years, the government has been promoting tourism activities, this creates a number of related industries to flourish, B&;B (Bed-and-Breakfast) is one of the links. B&;B in Taiwan not only provides visitors a place to stay overnight,
but also combines a wealth of local ecological culture, and thus forms the leisure attractions. Due to B&;B focuses on the interaction between people, so the B&;B owners must understand and improve the views and feelings of the customers on the quality of B&;B service, therefore get access to customers satisfaction and profit. The purpose of this study is through empirical research and analysis to understand what customers’ general feeling toward the current Taiwan B&;B is. By distributing the questionnaires, and aiming on the relationship and effect between B&;B’s overall
service quality and five dimensions (reliability, responsiveness, assurance, empathy, and tangibles) with customer satisfaction, the analysis and the discussion were implemented; further, by two-dimensional model, the service quality items are
classified as attractive quality, must-be quality, one-dimensional quality, indifferential quality and reverse quality, namely the five quality elements, thus the meaning of the various service quality elements for customers can be more confirmed, and the results can be provided to the B&;B industry as the future management and marketing purposes.The main object of this study is the customers who stayed in Taiwan’s B&;B for the recent two years, and utilize both paper and online questionnaire survey to collect 300 samples. The study adopted Structual Equation Model (SEM) to understand the relationship between all variables, and also applied Kano’s two-dimensional model to classify each quality item.
The finding of this study is: there is positive relationship among B&;B service quality and customer satisfaction; there is positive relationship among five dimensions (reliability, responsiveness, assurance, empathy, intangible) of service quality and customer satisfaction, except responsiveness and assurance. And the attributes of two-dimensional, including 8 items in attractive quality element, 10 items in one-dimensional quality element, 3 items in must-be quality element, 1 item in indifferential quality element. Because of it was seldom to research B&;B service quality by two-dimensional model, so the results in this research are really hope to give manager to use in management and marketing strategy.
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