本研究探討台灣旅館業與顧客之間的關係品質對於顧客忠誠度的影響，亦即探討顧客對於旅館業的承諾、誠信、滿意度認知，如何影響本身行為忠誠與態度忠誠；並且加入訂房方式作為情境變數。本研究回收542份有效問卷，實證結果顯示承諾、誠信、滿意度對於行為忠誠與態度忠誠具有正向顯著影響，其中，誠信對於行為忠誠度、滿意度對於態度忠誠的影響比較大；另外，再加入訂房方式作為干擾變數之後，亦對於行為忠誠與態度忠誠呈現正向顯著的影響。除了第一章為緒論與第二章文獻回顧之外，第三章為研究設計與假說推論，實證結果呈現於第四章，相關研究建議與管理意涵彙整於最後一章節。
This study investigate the effect of relationship quality(RQ) on customer loyalty(RL) in Taiwanese hotel insustry. The relationship quality includes commitment, trsut, and satisfaction and customer loyalty is from the perspectives of behavior and attitude loyalty. We also see channel of hotel reservation as a contingent variable to discuss the relationship between RQ, channel of reservation, and RL. The result from 542 questionnaires is: (1) Commitment, trust, and satisfaction have a positive effect significantly on customer loyalty. (2) Channel of reservation × commitment, trust, and satisfaction have a positive effect significantly on customer loyalty.
