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研究生： 金柏麗
Dunk, Kimberly
論文名稱： A Study on the Impact of Hotel Registration Processes on the Perceived Service Quality of Business & Leisure Travelers
A Study on the Impact of Hotel Registration Processes on the Perceived Service Quality of Business & Leisure Travelers
指導教授： 陳正忠
Chen, Jeng Chung
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2009
畢業學年度： 97
語文別： 英文
論文頁數： 106
外文關鍵詞： self-service kiosks, Service quality, guest service agents, registration process, customer delight, differentiation
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    • The hospitality industry services many types of travelers but fall into two main categories; leisure and business travelers. Each needs to be analyzed differently in order to accurately measure service quality attributes and customer delight. Technology plays an important role in the competitive advantages that hotels can gain over other properties. Self-service kiosks and guests service agents are used in this study to obtain empirical results in order to analyze the outcome each has on the experience of leisure and business travelers separately. It is easy for service gaps to accumulate in the hospitality industry and it is important for hotel managers to understand how to shorten these gaps. This study provides results that further investigate how to increase the service quality for travelers during the registration process. This process is the first physical interaction between the guest and the hotel and this can leave a lasting impression.
    Results indicate that business travelers view a self-service kiosk as a viable means for the registration process, using speed of service, fulfillment of transaction needs, adequate information and responsiveness as their top attributes when rating the service. Leisure travelers have a closer relationship with guest service agents and use speed of service, convenience, personal interactions and adequate information as their top attributes when rating the service quality of the registration process.
    Each traveler is also examined to investigate the relationship between self-service kiosks, guest service agents and differentiation. Specific attributes from each type of service option lead to a view of uniqueness for the hotel and lead to an increase in customer delight.

    ABSTRACT ................................................................................................................... I ACKNOWLEDGEMENTS ......................................................................................... III TABLE OF CONTENTS ............................................................................................. IV LIST OF TABLES .................................................................................................... VIII LIST OF FIGURES ..................................................................................................... XI CHAPTER ONE INTRODUCTION ............................................................................. 1 1.1 Research Background and Motivation. ........................................................... 1 1.2 The Purpose and Scope of the Study. ............................................................... 5 1.3 Structure of the Research. ................................................................................ 8 1.4 Research Process. ............................................................................................. 9 CHAPTER TWO LITERATURE REVIEW ............................................................... 11 2.1 Definition of Research Constructs. ................................................................ 11 2.1.1 Hotel Self-Service Check-in Kiosks. .................................................... 11 2.1.2 Guest Service Agents. .......................................................................... 13 2.1.3 Perceived Service Quality of Business & Leisure Travelers. .............. 15 2.1.4 Differentiation. .................................................................................... 18 2.1.5 Customer Delight. ............................................................................... 20 2.2 Interrelationship among Research Constructs. .............................................. 22 2.2.1 Interrelationship between Self-Service Kiosks Perceived Service Quality by Business Travelers towards Customer Delight. ................. 23 2.2.2 Interrelationship between Self-Service Kiosks Perceived Service Quality for Leisure Travelers towards Customer Delight. ................... 25 2.2.3 Interrelationship between Self-Service Kiosks and Differentiation. .... 27 2.2.4 Interrelationship between Guest Service Agents Perceived Service Quality of Business Travelers towards Customer Delight. .................. 28 2.2.5 Interrelationship between Guest Service Agents Perceived Service Quality of Leisure Traveler and Customer Delight. ............................ 29 2.2.6 Interrelationship between Guest Service Agents and Differentiation. 31 2.2.7 Interrelationship between Differentiation and Customer Delight for Business and Leisure Travelers. ........................................................... 32 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ...................... 34 3.1 Construct Measurement. ................................................................................ 34 3.1.1 Perceived Quality of Registration Services. ........................................ 35 3.1.2 Differentiation. .................................................................................... 38 3.1.3 Customer Delight. ............................................................................... 39 3.1.4 The Information of Respondents. ......................................................... 40 3.2 Hypotheses to be Tested. ................................................................................ 41 3.3 Selection of Hotel Process and Country. ........................................................ 42 3.4 Questionnaire Design. .................................................................................... 43 3.5 Sampling Plan. ............................................................................................... 44 3.6 Data Analysis Procedure. ............................................................................... 45 3.6.1 Descriptive Statistic Analysis. ............................................................. 45 3.6.2 Factor Analysis and Reliability Tests. ................................................. 45 3.6.3 Item to Correlation Analysis. ............................................................... 46 3.6.5 T-test. ................................................................................................... 46 3.6.6 Two-way ANOVA. ................................................................................ 47 3.6.7 Regression. .......................................................................................... 47 3.7 Research Limitations. .................................................................................... 47 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS ........ 48 4.1 Descriptive Analysis. ..................................................................................... 48 4.2 Data Collection. ............................................................................................. 49 4.3 Characteristics of Respondents. ..................................................................... 49 4.4 Measurement for Relevant Research Variables in Exploratory Analysis. ..... 52 4.5 Factor Analysis. .............................................................................................. 55 4.5.1 Self-service Kiosks. .............................................................................. 55 4.5.2 Guest Service Agents. .......................................................................... 57 4.5.3 Differentiation. .................................................................................... 59 4.5.4 Customer Delight. ............................................................................... 61 4.6 Multiple Regression. ...................................................................................... 63 4.7 Cluster Analysis, MANOVA & Discriminate Analysis. ................................ 69 4.8 Confirmatory Factor Analysis. ....................................................................... 72 4.9 Structural Equation Model. ............................................................................ 79 4.10 T-Test. ........................................................................................................... 85 4.11 Service Quality Variable Frequency Test. .................................................... 86 CHAPTER FIVE CONCLUSION AND SUGGESTIONS ......................................... 88 5.1 Research Conclusions. ................................................................................... 88 5.2 Research Suggestions and Discussions. ......................................................... 92 5.3 Research Contribution. .................................................................................. 94 5.3.1 For Business. ....................................................................................... 94 5.3.2 For Future Research. ........................................................................... 96 REFERENCES ............................................................................................................ 98 APPENDICES ........................................................................................................... 102 Appendix 1: Business and Leisure Traveler Questionnaire ............................... 102

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