旅行社團體旅遊產品之服務品質、顧客滿意度與忠誠度影響關係之研究

Investigating the Relationships between Service Quality、Customer Satisfaction and Loyalty for Group Package Tour

陳勁甫(Ching-Fu Chen) ； 楊琬琪(Wan-Chi Yang)

《餐旅暨家政學刊》 3卷1期 (2006/03) Pp. 39-57

https://doi.org/10.6572/JHHE.3(1).3

摘要

隨著經濟的穩定發展，消費者越來越重視休閒生活，各種旅遊型態因應而生，國人赴海外旅遊也逐漸蔚爲風潮。本研究以出國團體旅遊產品之顧客爲研究對象，透過Cronin and Taylor(1992)所提出SERVPERF觀念爲架構，探討出國團體旅遊產品所提供的服務品質，對顧客滿意度與忠誠度之間的影響。實證資料係以本研究設計之問卷，針對出國參加旅遊套裝產品之團客進行問卷調查，透過因素分析來建構研究構面的操作性衡量構面，並運用結構關係模式來驗證各研究構面的影響關係。研究結果顯示：服務品質會正向影響顧客滿意度；顧客滿意度會正向影響忠誠度；而服務品質會正向影響忠誠度度。

關鍵字

服務品質 ； 顧客滿意度 ； 忠誠度 ； 團體旅遊產品

並列摘要

Along with the economic growth, a wide variety of tour products, in particular the overseas tour, have been introduced due to consumer's attention to the quality of leisure life. The purpose of this study is to investigate the relationships between service quality, customer satisfaction and loyalty for group package tour based on the SERVPERF model proposed by Cronin & Taylor (1992). Using questionnaire survey from the customers of overseas group package tours to collect empirical data, the study applied factor analysis extract the main dimensions of service quality, and structure equation model (SEM) to test the relationships between the constructs of interest. The major findings of this research are as follows: service quality has direct, positive impact on both customer satisfaction and loyalty significantly, and customer satisfaction has direct, positive impact on loyalty significantly.

並列關鍵字

service quality ； customer satisfaction ； loyalty ； group package tour