國民文化對旅館顧客不滿意之影響—以美日旅客為例

Abstract

本研究之主要目的，在整合『旅館顧客不滿意屬性』、『消費者不滿意與抱怨行為模式』及『國民文化』三者之關係，配合理論架構，針對美、日來台旅客進行實證調查，來瞭解國民文化對旅館顧客不滿意反應之影響，並比較兩國抱怨行為的差異性。全文共分為四大部分來討論。 第一部分分析服務業中餐旅業的範疇，並從行銷理論來瞭解旅館顧客滿意與不滿意的概念與屬性，進而建立顧客不滿意的劇情狀況問卷。主要引用的旅館不滿意屬性，計有房間收費、服務速度、員工服務態度、員工專業知識與服務、環境安靜、所訂房間的可行性、退房時間、房間清潔衛生、超額訂房、叫醒電話與財物遺失等十一項。 第二部分透過文獻探討，瞭解消費者不滿意與抱怨行為模式。引用Singh的三構面的抱怨行為模式，建立五個構面，七項目的抱怨行為反應問卷。 第三部分從國際行銷觀點，在各種國民文化中，尋找一適合解釋消費者不滿意反應與抱怨行為的工具。以Hofstede的四個構面的國民文化，演繹推論，建立研究假設，認為美國旅客可能比日本旅客較容易抱怨。 第四部分，以國際觀光旅館的美、日來台旅客為研究對象，經由問卷調查與統計分析，來瞭解某國民文化對旅館顧客不滿意反應之影響。研究發現國民文化與顧客不滿意反應有關。同時顯示美國旅客較日本旅客易採取抱怨行為，尤其是不再光顧該旅館，向高階主管抱怨，警告家人、親戚、朋友方面；而日本旅客則較常不採取任何行動。 總之，從理論來看，本研究嘗試從國民文化來探討消費者不滿意反應；就國民文化對旅館顧客不滿意之反應影響的本質，有多一分的認識與瞭解。對於今日益形重要的全球化、地球村的國際行銷，應有其助益。同時，希望對學者與業者開闊一新的、肥沃的行銷知識研究領域。 從實務方面來說，國際觀光旅館的經營者，瞭解各國文化的差異，對於不同國籍旅客的抱怨行為，應有不同的考量與對策，如不同的溝通技巧與抱怨處理準則，進而提昇國際觀光旅館的服務品質，增進各國旅客的滿意程度。

The purpose of this study is to integrate the relationships among hotel customer dissatisfaction attributes, consumer dissatisfaction responses, and national culture, to investigate the influence of national culture on response to unsatisfactory hotel service, and to compare the differences of consumer complaint intentions between American and Japanese travelers. The study has been divided into four parts. Part I analyzes the dimensions and scope of the hospitality industry and reviews the concept and attributes of the hotel customer satisfaction and dissatisfaction from marketing theories to establish the case scenarios for survey. Part II assesses the previous developed approaches for measuring consumer complaint intentions and employs the Singh's three dimensions of consumer complaining behavior (CCB) to establish five dimensions, seven items of CCB alternatives for survey. Part III, from the international marketing's perspective, tries to find a suitable national culture to explain the consumer dissatisfaction responses. Finally, the study selects Hofstede's four dimensions of cultural values to establish the research hypotheses: American travelers are more likely to engage in complaint intentions than Japanese travelers are when they are dissatisfied with hotel services. Part IV collected the data from samples of American and Japanese travelers at international tourist hotels in Taipei. Significant relationships were found between national culture and the types of complaining behaviors in which guests intended to engage. American respondents were more likely to stop patronizing the hotel, complain to hotel management, and warn family or friends than Japanese respondents were. Japanese respondents were more likely to take no action in response to unsatisfactory service.