| Summary: | 碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 95 === The purpose of this research was to explore customer satisfaction at hotel Spa, and analyze differences in satisfaction of customers with various demographic backgrounds. Objects were chosen from customers living in the south of Taiwan and ever experiencing Spa in hotel. This study was conducted by investigation method with a questionnaire developed by the author. 800 copies were sent out, 432 copies were returned, and 418 copies were effective. Descriptive statistics, t test, regression, and one-way Anova were used for data analysis.
The findings showed that there was a significant difference between customer expecting quality and actual perceiving quality. Through factor analysis, five constructs of service quality were extracted: “service of tangibles”, “service of responsiveness”, “service of empathy”, “service of reliability”, and “service of assurance”. The results manifested that perceiving service quality significantly influenced customer satisfaction. It indicated that perception of service quality was a major factor to assess customer satisfaction. Besides, the results also indicated that five variables－age, average monthly income, number of trial, the way to get message, and colleague－had significant influences on satisfaction.
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