線上飯店訂房網對於顧客忠誠度影響之研究 以印度尼西亞及台灣為例

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Title:	線上飯店訂房網對於顧客忠誠度影響之研究以印度尼西亞及台灣為例
Authors:	SUSILO, DONNY
Contributors:	經營管理學系
Keywords:	線上預訂、Y世代、飯店、顧客忠誠、Online Booking、Generation Y、Hotel、Customer Loyalty
Date:	2018
Issue Date:	2018-06-14 07:59:22 (UTC+0)
Publisher:	亞洲大學
Abstract:	研究員已經關注Y世代(千禧世代)並且針對Y世代規劃出可以帶給企業利益的顧客忠誠度模型。這份研究利用Generational theory(世代理論?)為主軸理論。這份研究的主要目的是重新檢驗Anil Bilgihan對於印度尼西亞及台灣Y世代的顧客忠誠度理論。這份研究也使用相同的架構及問卷去驗證是否能在線上飯店訂房網建立及發展出顧客忠誠度理論。這份研究回收了200份有效的印度尼西亞問卷及200份有效的台灣問卷，並且使用探索性因素分析以及驗證性因素分析去解析，研究結果顯示在台灣的e-忠誠度中，信任度是最重要的顯著因素，而在印度尼西亞中，品牌忠誠是最重要的顯著因素。對於印度尼西亞的Y世代而言，正面的線上經驗對於忠誠度的形成很重要，而對於台灣Y世代而言，正面的線上經驗並不有效。為了創造出正面的線上經驗，這些線上網站需要有能夠讓顧客持續回來造訪的特徵及特色，通常為能使人快樂愉快的特色，例如: 亮麗的設計、版面設計、顏色、虛擬遊覽以及音樂。而相反地，對於千禧年代的台灣人及印尼人而言，utilitarian features(功利特徵?)並未對於正面的線上經驗有顯著影響。 Researchers have paid a lot of attention to generation Y (millennial) and formulating customer loyalty model for generation Y brings a lot of benefits to industry. The main purpose of this research is retest and develop customer loyalty model found by Anil Bilgihan for gen Y in Indonesia and Taiwan. The same construct and questionnaire were used to find out if it works for developing customer loyalty model in online hotel booking website. Totally 200 respondents Indonesia and another 200 respondents in Taiwan had been participated successfully on this survey, explanatory and confirmatory factor analysis were then used before finally the resulted revealed that trust had consistently been the most significant factor to e-loyalty in Taiwan, while for Indonesia brand equity was the most significant variable toward it. When positive online experience was important to form loyalty of Indonesian gen Y, it was not really effective in Taiwan. In order to create positive online experience, website should have features that pleasing and motivating its users to come back, usually called as hedonic features, the example of hedonic features are like beautiful design, layout, color, virtual tour and music. Reversely in this study, utilitarian features did not make significant impact to positive online experience for millennial in Taiwan and Indonesia.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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