消費者滿意度與展現友好行為關係之研究－以東西方觀光客搭乘台北捷運為例

The Relationship between Consumer Satisfaction and Consumers' Disclosing Intimacy with Service Employees from the Western and the Eastern Travelers

劉莉玲(Li-Ling Liu) ； 陳美瑤(Mei-Yau Chen)

《國立臺中技術學院學報》 14期 (2010/01) Pp. 201-216

https://doi.org/10.29427/JNTIT.201001_14.0013

摘要

經濟環境的日漸改善與台北都會區不斷國際化，大眾運輸系統快速發展，如何提升消費者對服務人員之滿意度成了服務重要經營方針。然東方國籍與西方國籍觀光客對於服務人員所提供之服務滿意程度，往往來自於服務人員與消費者建立之消費者關係與服務行銷上；而消費者滿意度又會創造出消費者所展現之消費者友好行為。因此，在國際化交通運輸系統上，變應瞭解東西方消費者之滿意度與行為。
本研究以搭乘台北大眾捷運系統之東西方觀光客為樣本做檢測。結果發現觀光客對服務人員的滿意度包含友善度及可信度變數，將正向促進觀光客展現友好行為的程度；同時發現西方觀光客比東方觀光客更重視服務人員的友善、可信和滿意度對消費者友好行為之展現。

關鍵字

展現友好行為 ； 消費者滿意度 ； 友善度 ； 可信度

並列摘要

With the gradual improvement of the economic environment and the internalization of the Taipei metropolitan area, the fast development of the mass transportation system renders it as an important business policy to satisfy the consumers. The research indicates that on one hand, the satisfactory degree of the consumers of Eastern and Western travelers towards the services furnished lies in the service marketing and the establishment of good relations between the service personnel and the consumers: on the other hand, the disclosing intimacy by the consumers are originated from their satisfaction with the services.
The sample of this research is from the Eastern and Western travelers of Taipei Mass Rapid Transit System for tests. The finding of this research is to study the variables of benevolence and credibility in relation to the travelers' satisfactory degree, and the satisfactory degree that has influence positively on disclosing intimacy in the consumers. And we find that the Western travelers emphasize the relations within the benevolence, credibility, customers' satisfaction, and the disclosing intimacy of consumer than the Eastern ones.

並列關鍵字

disclosing intimacy ； customers' satisfaction ； benevolence ； credibility