- 期刊
服務補救與重遊意向關係之研究－以陸客來台旅遊為例
The Study of the Relationship between Service Recovery and Revisit Intention: A Case of Mainland Tourists in Taiwan
摘要
旅行社為旅行業的火車頭行業，當旅客於旅遊行程產生服務失誤，旅行社需進行服務補救，達成服務補救滿意度、建立顧客忠誠度及提升景區重遊意向為當前重大議題。過去研究以單一服務業進行探究，尚未以跨行業旅遊行程的旅客為研究對象。因此，本研究以一年內參加過阿里山旅遊行程之大陸旅客為研究對象，探討各層面服務補救、服務補救滿意度、顧客忠誠度、重遊意向的因果關係。實證結果顯示，1.心理層面服務補救對服務補救滿意度、2.實質層面服務補救對服務補救滿意度、3.服務補救滿意度對顧客忠誠度、4.顧客忠誠度對重遊意向具有正向顯著影響。服務補救滿意度、顧客忠誠度在服務補救與重遊意向之間的關係具有中介效果。最後，本研究提出管理實務涵義，作為旅行業與主管機關的參考。
並列摘要
Travel agents play an important role in the tourism industry. Tourists have growing concern regarding these travel agents and how they improve from service failures and from tourist reactions regarding the service recovery, service recovery satisfaction, customer loyalty and revisit intention. Past studies only focused on single service industries, but did not examine cross-industry travelers. This study uses Mainland tourists in Alishan as an example to examine the relationships between service recovery, service recovery satisfaction, customer loyalty, and revisit intention. The empirical results indicated that there are significant positive relationships between: 1. psychological service recovery and service recovery satisfaction, 2. tangible service recovery and service recovery satisfaction, 3. service recovery satisfaction and customer loyalty, and, 4. customer loyalty and revisit intention. Service recovery satisfaction and customer loyalty have a mediate effect to the relationships between service recovery and customer revisit intention. Finally, this research concluded with managerial implications and sugestions for further research suggestions.