A study of the effect of customer’s satisfaction on the customer’s loyalty- Case of Majesty Hotel.

• Main Authors: Po-Jung Huang, 黃柏榕
• Other Authors: Cheng-Chung Cheng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/23890783716004179035

碩士 === 朝陽科技大學 === 旅館經營產業碩士專班 === 101 === Taoyuan County is an international city，with convenient transportation and tourist attractions. Because of the development of tourism，the demand of accommodations is increasing，which makes the ordinary hotels as a choice. Therefore，this study investigated the general impact of customer satisfaction on customer loyalty. This study takes Majesty Hotel''s guests as the scope and object of study，conducted with questionnaire survey. There are 369 valid questionnaires，out of 400，were collected. The results show that interviewed passengers，female with bigger majority，mostly at the age of 30-40 years old，most are married，high school education level for the majority，most live in the south Taiwan，more than half of the monthly income of 20 -40 thousand，ones with tourism purposes for accommodation，over half live on a two days base. Customer satisfaction and loyalty are presented in the upper level，and personnel services and prices with higher satisfaction. Regression analysis showed that customer satisfaction has a significant positive impact on customer loyalty relationship，in which the facets facility has the greatest influence. Through the results of multivariate analysis of variance，there are significant difference of customer satisfaction on theirs age，information provision，location，occupation and monthly income. For customer loyalty，there are significant differences on age，occupation and stay nights. Therefore，this study suggests that neighborhood attractions can be combined to design two nights or more tourism proposal to increase the days of accommodation. At the same time，set additional rooms exclusively for women，or provide female items to increase the attractiveness and satisfaction，and thus enhance customer loyalty.