The Study of the Effects to Customer Satisfaction and Word-of-Mouth Intention of Hot Springs Recreation in Hualien

• Main Authors: Wei-Cheng Lai, 賴威成
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/e54rvp

碩士 === 國立東華大學 === 企業管理學系 === 95 === Hot springs are the hot groundwater emerged from below. It has been long since human beings used them for therapeutic purposes. Now they have become an important natural resource and one of the primary tourist attractions in Taiwan. Recently the Hualien county government has made efforts in promotion of the hot springs related industries, and therefore brought substantial business opportunities to this industry. However, this industry has to face new competitors – newer and bigger hot spring tourist hotels. How to retain old customers and attract new customers has become an emerging issue for those older hot spring industries. This study utilizes Structural Equation Modeling (SEM) to investigate the relationship among service quality, customer positive emotion (that includes utilitarian value and hedonic value), customer satisfaction, and word-of-mouth intention, and intends to figure out the factors that influences customer satisfaction and word-of-mouth intention, and provides accurate strategy information for local industries to gain more advantages. The findings in this study are as follows: (1) As a whole, our study is testable and well-grounded. There are clear and definite causal relationships among the six constructs. (2) Good qualities of service effectively increase customer values, and therefore further promote customer satisfaction and word-of-mouse intention. (3) Among the factors of customer satisfaction, the utilitarian value is greater then the hedonic value; among the factors of word-of-mouse intention, the hedonic value is greater then the utilitarian value. (4) The quality of service is more influential to the utilitarian value than the hedonic value, and the customer positive emotion is more significant to the hedonic value than the utilitarian value.