| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 94 === More and more people in Taiwan like to enjoy having spa these days. People believe that soaking in the hot spring is not only a leisure activity but also can satisfy various aspects in health improvement. Thus soaking in the hot spring has become a very popular recreation in Taiwan. Because of the market demand, more and more hot spring hotels have been opened in Taiwan, however, the qualities of hot spring hotels are not guaranteed. Services also vary in quality by different hot spring hotels. We do not know if the hotel qualities do influence the satisfaction of customers. People favor hot spring hotels of high quality , but at the same time, those with inferior quality still do not excluded by the market.
In this research, we discuss the key elements of how to run a spa hotel successfully based on the customer satisfaction for hot spring hotels which were run in Beitou, Wulai, and Jinshan areas. Research is first done by literature collection, individual visit, small sample examination, and experts’ discussion. Subsequently, we have ascertained the key success factors and characteristic variables. Finally, we design the questionnaire. By the questionnaire survey method, we have made a investigation about customer satisfaction in ten hot spring hotels recommended by the experts. 300 effective samples and received totally. After the statistical analysis of the samples, we have gotten conclusions as follow:
1. From the view points of hot spring hotel asset and ability, we have found out that location, decoration, equipment of spa, entertainment equipment, food, market segmentation, brand and fame, service quality, management team, staff attitude, human resource, promotion plan, and added service are all key factors of success. The numbers of characteristic variables underlied of these factors are totally up to 43.
2. The hot spring hotels which provided good performance usually have many characteristic variables, and consumers also have higher satisfaction on them. In other words, a hot spring hotel whether is “good” or “inferior” highly depends on its own conditions. It means that good hot spring hotel might have more sufficient fund to create more key success advantage and make consumers more satisfied.
3. From the viewpoints of customers, the satisfying characteristic variables of success can be classified into six factors. We name them separately as “food and guest room”, “manner and attitude of the staff”, “promotion mix”, “spa Equipment”, “impression of brand”, “location and construction”. Customers’ satisfaction can be explained so accurately by these factors almost up to seventy percent variance in statistics.
Meanwhile we have developed scale with high discrimination that can be used by hot spring hotels and the government as a tool for diagnosis and evaluation.
Keywords: Hot Spring Industry, Hot Spring Hotel, Key Success Factors, Customer Satisfaction
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