實體環境會影響顧客滿意度、員工滿意度與服務績效嗎？

Abstract

在旅館的實體環境中，消費者改變了以往的想法，他們追求的不只是一夜舒適的床，要的是體驗的過程，而員工的辦公環境，不僅僅是一個辦公的地方，也是個生活體驗。根據研究指出，辦公環境對於提升員工工作效率有所影響，因此，目前仍須了解綜合的旅館實體環境。透過文獻探討後，將探究實體環境構面對員工與顧客之滿意度的影響，更進一步了解員工滿意度是否對員工的服務績效有所影響，並以員工滿意度作為中介變項。本研究以臺灣國際觀光旅館之員工與顧客為研究對象，以便利取樣方式進行問卷調查，使用實體環境、員工滿意度、顧客滿意度與服務績效，進行本研究問卷設計，顧客問卷共回收234份有效問卷，員工問卷共回收216份有效問卷。根據問卷資料運用SPSS 20、AMOS 20進行敘述性統計分析、信效度分析與驗證性因素分析 (Confirmatory Factor Analysis, CFA) ，最後以結構方程模型 (Structural Equation Modeling, SEM) 驗證假設。研究一結果發現實體環境正向顯著影響顧客滿意度，研究二結果發現實體環境正向顯著影響員工滿意度，實體環境及員工滿意度皆正向顯著影響服務績效，且員工滿意度在實體環境與服務績效中具有中介效果。本研究並提出臺灣未來國際觀光旅館經營，實體環境應用的重要性與價值。This study is intended to provide useful information for the design and management of an effective physical environment in a hotel. The effects of a physical environment on customer satisfaction, employee satisfaction, and service performance were considered. The three main factors of a physical environment selected for this study were “Ambient,” “Signs, Symbols& Artifacts,” and “Space/Functions”. A total of 234 customer questionnaires and 216 employee questionnaires were collected from international tourist hotels in Taiwan. To test the models and hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) based on SPSS 20 and AMOS 20 were used. The result of study 1 demonstrates that there are positive relationships between physical environment and employee satisfaction. Results of study 2 demonstrate that there are positiverelationships between physical environment and customer satisfaction, physical environment and service performance, employee satisfaction and service performance. Furthermore, the study concludes that employee satisfaction is a partial mediator between physical environment and service performance. Managerial implications and future suggestions are also presented.