觀光工廠服務品質、知覺價值與忠誠度之關係－以大同醬油黑金釀造館為例

An Examination of the Relationships among Service Quality, Perceived Value and Customer Loyalty in Sightseeing Factories-TaTung Soy Sauce Brewing Museum as an Example

游丞秀(Cheng-Hsiu Yu) ； 鍾志強(Chih-Chiang Chung) ； 黃孟立(Men-Li Huang)

《休閒事業研究》 12卷2期 (2014/06) Pp. 54-63

https://doi.org/10.6746/LIR.201406_12(2).0004

摘要

本研究目的在探討觀光工廠服務品質、知覺價值與忠誠度之關係。研究採用立意抽樣進行問卷調查，共發出418份問卷，回收後有效問卷為397份，其問卷有效率為95%。採用的統計方法有項目分析、探索性因素分析後，以及線性結構方程模式之統計方式進行研究假設之驗證。研究結果發現觀光工廠服務品質對知覺價值有顯著正向影響；知覺價值對忠誠度有顯著正向影響；服務品質對忠誠度無顯著正向影響。結果顯示遊客的知覺價值具有中介效果存在。

關鍵字

觀光工廠 ； 服務品質 ； 知覺價值 ； 忠誠度

並列摘要

The purpose of the research is to exploring relationship among service quality, perceived value and customer loyalty. With a purposive sampling survey based on tourists' background, 418 questionnaires were issued, and 397 valid questionnaires were obtained with an effective rate of 95% for the questionnaire. Data treatment methods using item analysis, exploratory factor analysis, and linear structural equation modeling were performed. Study found the service quality has a positive effect on perceived value, and perceived value also has a positive effect on customer loyalty. Service quality shows no significant effect on customer loyalty. Results indicate perceived value has an intermediary effect.

並列關鍵字

Sightseeing Factories ； Service Quality ； Perceived Value ； Customer Loyalty