赴國外旅遊團顧客互動事件評價與其影響因素之研究

A Study on the Customer-to-customer Interactive Accidents and Its Antecedents in Foreign Tourism

巫喜瑞(Cedric His-Jui Wu)

《戶外遊憩研究》 19卷4期 (2006/12) Pp. 83-103

https://doi.org/10.6130/JORS.2006.19(4)4

摘要

旅遊服務業具有生產與消費同時性的本質，在服務接觸中顧客對顧客間之互動狀況，將會影響顧客對服務經驗之評價。因此，本研究以至國外旅遊參與旅行社服務的顧客進行調查，透過問卷衡量在旅遊歷程中進客對「顧客對顧客互動」的評價。結果顯示顧客對顧客互動事件的評價以可萃取出六個因素包括「禮儀與社交行爲」、「骯髒行爲」、「干擾他人行爲」、「粗魯行爲」、「暴力行爲」和「抱怨行爲」。同時，不同人口統計變項、旅遊動機、同行者與旅遊地區和天數的遊客在部份的顧客互動事件評價上呈現顯著的差異。

關鍵字

顧客對顧客互動事件 ； 服務接觸 ； 旅遊行爲

並列摘要

Service encounter has been an important topic in service management. Many researchers argued that customer-to-customer interaction may affect customers' evaluation of service experience. The objective of this research was to explore the tourists' evaluation on customer-to-customer interactions. This research adopted questionnaires to investigate tourists who traveled to foreign areas. In conclusion, the customer-to-customer interaction incidents could be extracted into six factors. There are significant differences in customer-to-customer interactions for traveler with distinct demographic, psychological, sociological, and situational variables.

並列關鍵字

Customer-to-customer Interaction ； Service Encounter ； Tourist Behavior

參考文獻

曹勝雄、張德儀(1995)。消費者對旅行社選擇偏好之研究。觀光研究學報。1(3)，53-75。

94年10月觀光市場概況摘要

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