The Research for Both Homestay Experience and Relationship Marketing to Customers’ Loyalty – Take 77 Villa B&B in Xingang,Hualian For Example

• Main Authors: WU NIEN HSIAO, 吳念孝
• Other Authors: 王怡強
• Format: Others
• Language: zh-TW
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/des99u

碩士 === 南臺科技大學 === 行銷與流通管理系 === 103 === Abstract With Taiwan government’s support, the demand of Boarding house markets in Taiwan has been spread fast. According to a statistical data from Taiwan Tourism Bureau in April 2013, the number of registered B&B owners was up to 3,874 and the room number was reach to 15,420. It has become a very popular and important tourism industry in Taiwan. To address the connection of customers’ loyalty between home stay experience and relationship marketing, this study takes 77 Villa B&B in Hualian for example. The main motivation of this study is to encourage the B&B owners to re-examine their business mode for sustainable development. 360 questionnaires were issued in this research. 351 valid questionnaires were reported from participants, who were customers from 77 Villa B&B in Hualian. The effective rate was 97.5%. Data was analyzed through SPSS statistical software package, including factor analysis, Pearson’s correlation and Linear regression to verify the proposed hypotheses in this research. The findings suggest that (1) home stay experience is positively related to customers’ loyalty. (2) relationship marketing has a positively connection with customers’ loyalty. (3) home stay experience and relationship marketing have been shown to be positively correlated with one another. By upgrading the marketing strategies between customers’ home-stay experience and relationship marketing, the findings of this research can provide important insights for B&B owners who expect to enhance customers’ loyalty. In addition, the results could be widely used in the service industry as well. In the future, researchers may continue the current study to broaden the research related to relationship marketing and customers’ loyalty. Keywords: B&B (Bed and Breakfast) / Home stay, Home stay experience ,Relationship Marketing, Customers’ loyalty