A Study on Service Quality、The Likelihood of Tipping、Hotel Performance、The Motivation of Tipping-An Example of Taiwan Five-Star Hotel

• Main Author: 張漢文
• Other Authors: 蕭至惠
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/73t6zu

碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 105 === This study takes Taiwan five-star hotel as a case example to design the context. The purposes of this study are investigating the effects of service quality to the likelihood of tipping and hotel performance, the effects of the likelihood of tipping to hotel performance, and the effects of the motivation of tipping to hotel performance. Furthermore, probe into the mediation of likelihood of tipping to the effects of the motivation of tipping to hotel performance. This study uses only one experimental design and applies the statistical methods of simple linear regression and ANOVA to verify the hypotheses. Final, this study analyzes 293 valid samples in total. The following conclusions are drawn. First, the tangibles, reliability, responsiveness, assurance, and empathy of service quality were found to be significantly and positively related to the likelihood of tipping. Second, the service quality was fund to be significantly and positively related to consumer satisfaction, loyalty, lifetime value, and continued purchase intention. Third, the likelihood of tipping was fund to be significantly and positively related to hotel performance. Fourth, the motivation of tipping was not fund to be significantly related to hotel performance. Fifth, when the likelihood of tipping was mediation, the likelihood of tipping was not fund to be significantly to hotel performance.