旅遊品牌依附、顧客信任與顧客公民行為關係之研究

The Relationships among Travel Brand Attachment, Customer Trust and Customer Citizenship Behaviors

陳意婷(Yi-Ting Chen)

指導教授 ： 顏昌華

共同指導教授 ： 王親仁(Chin-Ren Wang)

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2014年)

https://doi.org/10.6826/NUTC.2014.00042

摘要

品牌對於企業而言，是企業的競爭優勢與有價的策略資產。企業身處在以消費者為主的現今社會中，若能先行掌握到顧客想法，即能獲得商場的先機，而品牌依附相關概念已成為品牌情感因素的新研究方向。本研究期待藉由品牌依附、顧客信任以及顧客公民行為的連結，獲得更多有助於未來旅行業與觀光產業相關議題提供貢獻。
本研究抽樣母體為參加團體旅遊之旅客，以立意抽樣法，共計發出550份問卷，有效問卷430份，有效問卷率為78.1%。本研究採用SEM結構方程模式進行研究假設之驗證，研究結果發現品牌依附與顧客信任之間有顯著的正向關係；品牌依附與顧客公民行為之間有顯著的正向關係；顧客信任與顧客公民行為之間有顯著的正向關係；品牌依附與顧客公民行為間存在顧客信任中介變數的影響。本研究依據研究結果提出以下建議，首先旅行社需要著重在品牌管理，增加品牌能見度；再者，加深消費者印象，深耕旅遊論壇或粉絲專頁；最後，加強員工的服務管理。藉由提升品牌對於消費者的印象，使遊客產生品牌依附，讓旅客在旅途中的體驗到美好的服務與旅遊經驗，增加對於旅行社的信任程度，進而促進旅客的公民行為。

關鍵字

旅行業 ； 品牌依附 ； 顧客信任 ； 顧客公民行為

並列摘要

The brand is the competitive advantage and strategic value of assets for business. The organization to be in present-day society of consumer-oriented, if the organization have customer in hand idea that could get opportunity of market. However, the construct of brand attachment related has become a new research agenda of brand emotional factors. This purpose of this study is to examine the relationships among brand attachment, customer trust and customer citizenship behaviors. Furthermore, this research hopes to provide more useful information and marketing strategies for the future travel agency and tourism organizations.
This study used purposive sampling method with tourist of group package tours for eleven travel agents to conduct surveys. A total of 550 questionnaires were distributed and acquired 430 valid questionnaires, the effective response rate was 78.2%. In this study, we use Structure Equation Modeling (SEM) to test our hypotheses. The results indicated that travel brand attachment is positively related to customer trust. Travel brand attachment is positively related to customer citizenship behaviors. Customer trust is positively related to customer citizenship behaviors. Furthermore, customer trust mediates the relationships between travel brand attachment and customer citizenship behaviors. Additionally, this study suggests several managerial implications for tourism industry. The travel agency has to focus on brand management to keep the brand visibility. Furthermore, work up with the forum on travel or brand fans page to strengthen the customer impression. Finally, strengthen management for the employees. Consequently, enhancing the brand for consumers the impression that tourist could feel brand attachment, allowing tourist to experience of wonderful service and travel experience on the journey to increase the level of trust for travel agents, thereby promoting citizenship behavior of tourist.

並列關鍵字

Travel industry ； Brand attachment ； Customer trust ； Customer citizenship behavior

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