Bed and Breakfast (B&B)-An Management strategy and Customer Satisfaction Research-A case study of "Cha Zhi Xiang"(B&B) in Datong Township , Yi-Lan County

• Main Authors: Tseng, Peng-Chia, 曾鵬嘉
• Other Authors: Chen, Yen-Hsun
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/prppk7

碩士 === 遠東科技大學 === 休閒運動管理碩士學位學程 === 106 === The study adopts qualitative research method to interview the owner of Cha Zhi Xiang, and adopts questionnaire survey to analysis consumer satisfaction with B&B. At last, we discuss the differences between the results of two methods ,and make suggestions to the B&B industry for increasing competitive advantage and sustainable management. The study included in-depth interviews and questionnaires. Part of in-depth interviews, preparations - collecting relevant information, drafting outlines; conducting pre-visiting - designing items; conducting interviews - using the (B&B) cafes most familiar to the operators; conducting interviews - in a face-to-face manner, with unlimited interview time, and finally The interview data was initially compiled and beaten into a verbatim script. We analysed the total 255 valid customer satisfaction questionnaires by t-test, ANOVA, and multiple regression. The results show that the men’s satisfaction with natural landscapes around the B&B is significantly greater than the women’s and there are significant differences in satisfaction with natural landscapes around the B&B based on different living areas. In the multiple regression part, if taking the sector of basic facilities,business management and the service quality have a positive and significant impact on the basic facilities.In addition “business management” has the greater impact on “basic facilities”; the basic facilities and the service quality have a positive impact on business management, “ Infrastructure facilities have the greatest impact on “operational management”; basic, business management, and surrounding natural and ecological landscapes have positive and significant impacts on service quality, with “peripheral ecological natural landscapes” having the greatest impact on “service quality”; basic Facilities, business management and service quality have positive impacts on the surrounding ecological and natural landscapes. The “service quality” has the greatest influence on the “surrounding ecological and natural landscapes”.