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Customer Satisfaction Measurement Customer service attributes and customer satisfaction in Taiwanese rural hotels. CHEN, I-Ting. Available from the Sheffield Hallam University Research Archive (SHURA) at: http://shura.shu.ac.uk/23506/ A Sheffield Hallam University thesis This thesis is protected by copyright which belongs to the author. The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the author. When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given. Please visit http://shura.shu.ac.uk/23506/ and http://shura.shu.ac.uk/information.html for further details about copyright and re-use permissions. #isld Hallam University • j Information Services a s Centre, City Campus Sheffield S1 1WD r e fe r e n c e ProQuest Number: 10760403 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a com plete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. uest ProQuest 10760403 Published by ProQuest LLC(2018). Copyright of the Dissertation is held by the Author. All rights reserved. This work is protected against unauthorized copying under Title 17, United States C ode Microform Edition © ProQuest LLC. ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 48106- 1346 Customer Service Attributes and Customer Satisfaction in Taiwanese Rural Hotels 1-Ting Chen, MSc. A thesis submitted in partial fulfilment of the requirements of Sheffield Hallam University for the degree of Doctor of Philosophy June 2013 Table of Contents LIST OF FIGURES...................................................................... IX LIST OF TABLES......................................................................... X LIST OF ABBREVIATIONS.......................................................XIV DECLARATIONS.......................................................................XVI ABSTRACT..............................................................................XVII ACKNOWLEDGEMENTS ..............................................XVIII CHAPTER 1: INTRODUCTION.....................................................1 1.1. Research context ............................................................................1 1.2. Research question, aim and objectives ....................................... 4 1.3. Conceptual framework ................................................................... 5 1.4. Flow of thesis ..................................................................................8 CHAPTER 2: TOURISM IN TAIWAN..........................................11 2.1. Introduction ........................................ ......................................... 11 2.2. A brief overview of Taiwan ............................................. 12 2.3., Development of tourism in Taiwan ............................................ 14 2.3.1. Global trends ................................ 14 2.3.2. Asia and the Pacific region .............................................. 16 2.3.3. International arrivals in Taiwan ........................................18 2.3.4. Domestic tourism in Taiwan ............................................20 2.4. Tourism and the economy in Taiwan ..........................................21 2.4.1. Taiwan’s changing economy ...........................................21 2.4.2. Tourism and economic growth in Taiwan .......................22 2.5. Tourism and politics in Taiwan .................................................... 24 2.5.1. Taiwan and the UN .......................................................... 25 2.5.2. Conflict with mainland China ...........................................27 2.5.3. Tourism travel from mainland China to Taiwan .............29 2.6. Discussion ....................................................................................30 CHAPTER 3: RURAL TOURISM, SMALL HOTELS, AND CUSTOMER SERVICE ATTRIBUTES........................................32 3.1. Introduction ...................................................................................32 3.2. Rural tourism ................................................................................32 3.2.1. The development and purpose of tourism in rural areas ................. 32 3.2.2. Rural tourism in Taiwan ................................................... 36 3.3. Small hotels ..................................................................................39 3.3.1. Small businesses in tourism ............................................39 3.3.2. Small hotels in Taiwan ..................................................... 43 3.4. Customer service attributes in hotels..........................................46 3.5. Discussion.................................................................................. 63 CHAPTER 4: CUSTOMER SATISFACTION MEASUREMENT.........................................................................66 4.1. Introduction ................................................................................... 66 4.2. Customer satisfaction .................................................................. 67 4.2.1. The role of customer satisfaction in business success ..................................................................................... 67 4.2.2. Behavioural intentions ..................................................... 69 4.2.3. Conceptualisations of customer satisfaction .................. 72 4.3. Expectancy Disconfirmation Paradigm (EDP) ............................75 4.4. Perceived Performance Only Analysis (PPO).. ..........................79 4.5. Importance Performance Analysis (IPA) .................................... 82 4.6. Revised Importance Performance Analysis (RIPA) .................. 86 4.7. Discussion ....................................................................................88 CHAPTER 5: THE TAIWANESE RURAL HOTEL - STATE OF THE FIELD............................................................................ 90 5.1. Introduction ...................................................................................90 5.2. Literature on Taiwanese rural hotels ...........................................90 5.3. How customer service attributes are identified ..........................92 5.4. Research methods employed in relevant existent studies 102 5.5. How customer satisfaction is measured ................................... 109 5.6. Discussion .................................................................................. 113 CHAPTER 6: RESEARCH METHODOLOGY ...........................118 6.1. Introduction ................................................................................. 118 6.2. Research philosophy ................................................................. 119 6.2.1. Positivism.......................... 120 6.2.2. Relativism ......................................................... 121 6.2.3. Pragmatism.................................................................... 124 6.2.4. Rationale for using pragmatist stance ........................... 127 6.2.5. Multi strategy research ................................................ 132 6.3. Qualitative research ................................................................... 140 6.3.1. Semi-structured interviews ............................................140 6.3.2. Respondent selection .....................................................142 6.3.3. Interview questions and interview guidance sheet 146 6.3.4. Qualitative data analysis ................................................ 154 6.4. Quantitative research ................................................................. 160 6.4.1. Self-administered questionnaire....................................160 6.4.2. Questionnaire design ......................................................161 IV 6.4.3. Piloting of questionnaire ................................................ 165 6.4.4. Sampling ........................................................................ 166 6.4.5. Quantitative data analysis .............................................168 6.5. Linguistic and cultural issues .................................................... 169 6.6. Research ethics ..........................................................................173 6.7. Summary.................................................................................... 175 CHAPTER 7: CUSTOMER SERVICE ATTRIBUTES IN TAIWANESE RURAL HOTELS................................................177 7.1. Introduction ................................................................................. 177 7.2. Experts’ perspectives on the Taiwanese ruralhotel ............... 178 7.2.1. Background information on the Taiwanese rural hotel based on expert interviews ..........................................179 7.2.2. The Taiwanese rural hotel guest experience according to experts .................................................... 180 7.2.3. Analysis and synthesis of expert interview codes 184 7.3. Owners’ perspectives on the Taiwanese ruralhotel ...............188 7.3.1. The Taiwanese rural hotel guest experience according to hotel owners ............................................189 7.3.2. Analysis and synthesis of hotel owner codes with expert categories .................................. .....................196 7.4. Customers’ perspectives on the Taiwanese ruralhotel ...........
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