顧客價值、服務品質、顧客滿意及忠誠度影響關係之研究－以出國旅遊套裝產品為例

A Study on Influences Relationships among Customer's Values, Service Quality, Customer's Satisfaction and Loyalty-Take the Outbound Tour Packages for Example

陳正興(Cheng-Hsing Chen)

《生物與休閒事業研究》 4卷1期 (2006/07) Pp. 55-67

https://doi.org/10.30133/BLIR.200607.0004

摘要

摘要本研究以出國旅遊套裝產品價值、服務品質對顧客滿意及忠誠度之影響為研究主題，以出國旅客之散客為調查對象。研究結果分述如下：1.透過因素分析萃取旅遊套裝產品顧客價值因素依序分別交易容易度、信賴度、品牌知名度、價格合理性及團體歡樂等五項主要因素。2.透過因素分析萃取服務品質因素依序為人員品質、作業品質、活動規劃品質及產品品質等四項主要因素。3.根據線性結構模式分析，服務品質對顧客滿意度、顧客滿意度對顧客價值及忠誠度有直接影響效果。服務品質透過顧客滿意度及顧客價值對忠誠度產生影響。

關鍵字

旅遊套裝產品 ； 顧客價值 ； 服務品質 ； 滿意度 ； 忠誠度

並列摘要

The study focuses on the relationships among the customer's values, service quality, customer's satisfaction and loyalty for the outbound tour package. The purpose is to explore the essences of customer's values and its influence on customer's satisfaction and loyalty. An empirical research is undertaken for the outbound G.I.T. customers. According to the factor analysis, we found the results are the main themes of customer's value are as the following five dimensions ”transaction convenience”, ”brand awareness”, ”organization reliability”, ”reasonable price” and ”group pleasure”. According to the factor analysis, we found the results are the main themes of service quality are as the following four dimensions ”people quality,” ”operating quality,” ”programming quality,” and ”product quality”. The results of the analysis obtain from the LISREL model. Customer's satisfaction is affected directly by service quality. The customer's satisfaction affects directly on the customer's value and customer's loyalty. The service quality affects the customer's loyalty by the ways of customer's value, customer's satisfaction

並列關鍵字

Outbound Tour Packages ； Customer's Values ； Service Quality ； Satisfaction ； Loyalty