Study on the gamification of Bed and Breakfast Guestroom management：Gamification, customer experience and customer satisfaction

• Main Authors: HSIEH, NAI-WEI, 謝迺崴
• Other Authors: HUNG,WEI-TIEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/c3fzs9

碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 106 === Nowadays people pay more and more attention to experience consumption,the Bed and Breakfast（B&B）industry is a typical experience service. However,there are many opinions about the method to create the experience,and the B&B industry is also constantly developing characteristics,showing that the industry is expected to create an excellent customer experience, in order to meet and exceed customers’ expectations,as gain the highest customer satisfaction and rating,help the company stand out and bolster revenue growth.In this context,this study uses eight core drive in Octalysis of gamification to explore the feasibility of constructing a customer experience through gamification and whether the experience can effectively enhance customer satisfaction.This study refer to the relevant literatures from domestic and international articles,establishes research ramework and hypotheses,designs questionnaires,carries out questionnaires and collects data,analyzes data through SPSS and SmartPLS,and then advances the results. This study commissioned the company to conduct a network questionnaire survey,the number of valid samples recovered 209, and then the data for the measurement model and structural model analysis. In this study,two major structural models were analyzed,and the first model analysis showed that gamification had a positive impact on customer experience,and customer experience had positive and significant effects on customer satisfaction. The second structural model tries to find out the core drives of gamification that affect customer experience,and the results show that three factors,such as social influence,uncertainty and loss,will promote customer's profound experience and improve customer satisfaction. Through this study, we know that the use of gamification as a marketing tool,it does drive customers to have the core power of contact experience, and to improve customer housing satisfaction,this inference gamification application is to improve and increase low season or weekday booking rate and gain new costumers and keep old ones,which are worth using for reference.