| URN | etd-0203126-152751 | Statistics | This thesis had been viewed 21 times. Download 2 times. |
| Author | NGUYEN THI QUYNH TRANG | ||
| Author's Email Address | Nguyentrang041411@gmail.com | ||
| Department | Institute of Industrial Management | ||
| Year | 2025 | Semester | 1 |
| Degree | Master | Type of Document | Master's Thesis |
| Language | zh-TW.Big5 Chinese | Page Count | 138 |
| Title | A Study on Hotel Service Quality¡BCustomer Satisfaction and Loyalty - A Case Study of W Taipei Hotel in Taiwan |
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| Abstract | This study targets guests of the W Hotel in Taiwan (W Taipei) and examines the effects of service quality on customer satisfaction and customer loyalty. In addition, it investigates differences in these relationships across various demographic characteristics and consumption experiences, including gender, age, visit frequency, monthly income, occupation, marital status, and education level. A questionnaire survey method was employed, with measurement scales covering four major service dimensions¡Xenvironment, staff, facilities, and products¡Xalong with items measuring customer satisfaction, customer loyalty, and intention to rebook. A total of 500 valid questionnaires were collected. vii Data analysis was conducted using SPSS version 31, including reliability analysis, descriptive statistics, correlation analysis, mean and standard deviation analysis, independent-samples t-tests, analysis of variance (ANOVA), and post hoc tests. Overall, the empirical results support that higher service quality is associated with higher customer satisfaction and stronger customer loyalty. Moreover, systematic differences were observed among customer groups with different ages, consumption experiences (particularly visit frequency), and economic conditions (income) in their evaluations of service experiences and intentions to revisit. From a managerial perspective, hotels should optimize service flow, amenities, and staff responsiveness according to guests¡¦ visit frequency (loyal vs. first-time guests) and age structure. In addition, differentiated strategies should be developed for high-potential customer segments¡Xsuch as frequent visitors and high-income guests¡Xto simultaneously enhance customer satisfaction and convert it into greater customer loyalty. The results indicate that service quality has a significant effect on customer satisfaction, service quality has a significant effect on customer loyalty, and customer satisfaction has a significant effect on customer loyalty. In addition, a substantial number of demographic variables exhibit significant viii differences. ¡]1¡^Significant differences were found among different age groups in terms of mean service quality and mean customer satisfaction, and significant differences were also observed in mean customer loyalty. These findings suggest heterogeneity in service experience perceptions and satisfaction across age groups. (2) Differences across visit frequency groups were the most pronounced. For mean service quality, mean customer satisfaction, and mean customer loyalty, most between-group comparisons reached statistical significance, indicating that customers with higher visit frequency reported overall higher evaluations of service quality, satisfaction, and intention to revisit. (3) Monthly income groups also exhibited significant differences. Significant effects were observed for mean service quality, mean customer satisfaction, and mean customer loyalty, with multiple comparison results showing that mean differences between certain income groups reached statistical sign (4) Gender differences were observed in group means; for example, the male group reported higher mean values of service quality, customer satisfaction, and customer loyalty than the female group. |
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| Files | indicate access worldwide | ||
| Date of Defense | 2025-12-27 | Date of Submission | 2026-02-03 |