A Study of Consumers’ Satisfaction and Loyalty on Bed-and -Breakfast in Nanchuan

• Main Authors: CHAN,TZU-CHANG, 詹子璋
• Other Authors: HUANG,SHAO- YAN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71396856655708080056

碩士 === 輔仁大學 === 餐旅管理學系碩士在職專班 === 104 === The purpose of the research was to explore the attitudes of different consumers toward the satisfaction and loyalty and the relationship by using importance-performance analysis(IPA) in Nanchuang bad-and-breakfast. Subjects were drawn through convenience sampling. There were 470 valid samples to finish the survey which was prepared by this study. The results suggested that there was positive correlation with consumers’ satisfaction and loyalty. In terms of four levels of satisfaction and loyalty, there was significant difference among 9 kinds of demographic background variables. There was no significant difference among consumers’ gender and the number of escorts in the satisfaction and loyalty. In IPA, the research found that the top three satisfactions and importance items were show local characteristics, guided tours of the route, fire safety for consumers in Nanchuang bad-and-breakfast. Two indexes showed strengthen to improved display. Finally, the application in business of bad-and-breakfast is discussed, and there are some suggestions providing operating strategy in future.