旅行社選擇因素及忠誠度關係之研究－以社會交換前驅物為中介變項

A Study on Relationships between Factors Affecting Consumer's Choices and Loyalty in Travel Agency-Social Exchange Antecedents as Mediators

戴有德(You-De Dai)

《休閒事業研究》 8卷4期 (2010/12) Pp. 167-194

https://doi.org/10.6746/LIR.201012_8(4).0010

摘要

旅行社在觀光業中所扮演的角色是一個重要的旅遊服務的傳遞媒介；整體顧客滿意度、信任及承諾在社會交換過程中，是預測顧客忠誠度的重要因子；而旅行社如何在競爭激烈的觀光市場中得以生存，則必須重視顧客的忠誠度。有鑑於此，本研究欲探討顧客選擇旅行社的相關因素（包括旅行社與顧客間的互動品質、溝通管道、整體便利性、價格促銷、產品型態及印象）、社會交換前驅物（包括整體顧客滿意度、信任及承諾）與忠誠度間的關係。本研究使用SPSS及LISREL統計分析軟體，發展一結構模型，以瞭解顧客於旅行社選擇因素中的行為表現，進一步有效預測消費行為；冀望藉由瞭解其間關係，有助於提昇或改善旅行社服務之參考依據。研究結果如下：互動品質會正面影響整體顧客滿意度，溝通管道會正面影響整體顧客滿意度，價格促銷會負面影響整體顧客滿意度，互動品質會負面影響信任，價格促銷會負面影響信任，產品型態會正面影響信任，印象會正面影響信任，印象會正面影響承諾，整體便利性會負面影響忠誠度，產品型態會正面影響忠誠度，整體顧客滿意度會正面影響信任，整體顧客滿意度會正面影響承諾，及承諾會正面影響忠誠度。

關鍵字

社會交換前驅物 ； 整體顧客滿意度 ； 信任 ； 承諾 ； 忠誠度

並列摘要

In tourism industry, travel agency played an important role as an intermediator between travel suppliers and travelers. Within the heavy competitions in the travel agency industry, travel agency should focus on customer loyalty to survive in this environment. The purpose of this study wanted to develop an effective and robust structure model to explore relationships among factor affecting customer's choices (interactive quality, communication, overall convenience, price promotion, products features, and image), social exchange antecedents (overall customer satisfaction, trust, and commitment), and loyalty in the context of travel agency. Further, based on the results, this study would suggest practitioners how to improve service and increase customer loyalty. SPSS and LISREL were used as major tools of data analysis. The results of this study were as follows: Interactive quality was significantly, positively related to customer satisfaction. Communication was significantly, positively related to overall customer satisfaction. Price promotion was significantly, negatively related to overall customer satisfaction. Interactive quality was significantly, negatively related to trust. Price promotion was significantly, negatively related to trust. Product features were significantly, positively related to trust. Image was significantly, positively related to trust. Image was significantly, positively related to commitment. Overall convenience was significantly, negatively related to loyalty. Product features were significantly, positively related to loyalty. Overall customer satisfaction was significantly, positively related to trust. Overall customer satisfaction was significantly, positively related to commitment. Finally, commitment was significantly, positively related to loyalty.

並列關鍵字

social exchange antecedents ； overall customer satisfaction ； trust ； commitment ； loyalty