A Case Study on Service Quality Attributes for Bed&Breakfast and Customers’ Satisfaction and Loyalty- Take BoatHouses in Liuqiu as an Example .

• Main Authors: Shu-Fen Hsiao, 蕭淑芬
• Other Authors: Yu-ming Hsiao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/ck577z

碩士 === 康寧大學 === 企業管理研究所 === 103 === This paper investigates whether high service quality increases customers’ satisfaction and loyalty towards bed & breakfast (B&B) in Liuqiu Township, as well as increases cumtomers’s willingness of revisit and repurchase. Liuqiu Township, located at the southwest coast of Taiwan, boasts rich humanistic cultures, natural ecology, and tourism resources. The growing popularity of tourism has led to a great demand for B&B locally. Boat House, a legal B&B were adopted as a study case in this paper. Overall, 353 valid questionnaires were taken back for further analysis. The main findings show that tourists’ occupations significantly affect B&B service quality. In addition, there is a significantly positive correlation among B&B service quality, customers’ satisfaction, and loyalty. Through Scheffe’s post hoc analysis, it was found that only B&B service quality has significant differences among the groups. This phenomenon is likely because most tourists that visited the boat house B&B gave positive evaluations in terms of service quality and loyalty, therefore higher customer satisfaction indicated higher loyalty.