躉售旅行社如何提升服務品質、信任度、忠誠度與交易意願之研究

Enhence Service Quality, Trust, Loyalty, Transaction Intention Between Wholesale and Retailer Travel Agencies

林文豪(Wen-Hao Lin)

指導教授 ： 黃榮鵬

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00001

摘要

環顧國內旅遊業環境競爭日趨激烈，旅行社家數過多，商品同質性高，以致迄今仍陷入傳統性的商品價格競爭中。躉售旅行業是「旅行社中的旅行社」，對旅遊市場有舉足輕重的影響。然而價格戰的經營方式已不足以因應，行銷策略必須轉向到以服務品質的提昇來強化自身的競爭力，並提升對零售旅行社的信任，以贏得忠誠度，進而讓零售旅行社增加未來交易意願為目標。本研究的目的是從旅行社的觀點，來探討不同的零售旅行社面對經常合作的躉售旅行社，研究對躉售商應如何提升對零售商的服務品質、信任度、忠誠度，並探討其相關性。進而採取深度訪談法，從零售商對躉售商之認知感受其服務品質、對其信任度與忠誠度為概念為基礎，深度訪談8位高階經理人，再輔以德爾菲技術（Delphi Method）為主要分析方法，進行二回合的問卷，針對旅行業服務品質、信任度、忠誠度及交易意願來做研究。此次研究是以四大構面；包括：服務品質共10項因素，信任度共13項因素，忠誠度共11項因素，未來交易意願共14項因素。經過二回合次德爾菲問卷分析後，研究發現，四項構面的指標因素，在服務品質部分，提供符合市場需求產品為最重要要因素；信任度部分，相信成團率為最重要；忠誠度部分，提高退傭金額為最重要；最後，未來交易意願部分，最重要因素為該批售公司協助配合零售商要求行程。本研究建議躉售商應加強服務品質、提高成團率；高度授權給與業務員；建立長期合作與退傭辦法，提升零售業者忠誠度。在零售商方面，建議走向精緻化的服務品質；以顧客利益為導向，提升顧客忠誠度。此次研究希望提供躉售旅行社業者在未來做為行銷銷售決策之參考。

關鍵字

躉售旅行社 ； 服務品質 ； 信任度 ； 忠誠度 ； 交易意願

並列摘要

Look around the environment of domestic tourism industry; it has increasing competition, too much travel agencies, and highly homogeneous commodities, which results it still falling into the competition for traditional commodity price. Wholesale travel industry is “the travel agency of travel agencies”; it has a decisive effect on the tourism market.However, the operating method of price war has been insufficient response; must change to enhance the service quality to strengthen own competitiveness and increase the confidence in the retail travel agency to win the loyalty and then let the retail travel agency increase willingness to future transaction as the goal. To sum up, the purpose of this research is from the travel agency’s viewpoint to discuss and research the wholesaler how to enhance the service quality, trust and loyalty to the retailer and discuss its relevance when different retail travel agencies face the wholesale travel agency which often cooperates with them. Then take in-depth interviews with eight senior managers, that the retail travel agent to the wholesale agent’s cognition and feels its service quality, trust and loyalty to it. And with the aid of Delphi Method as the main analysis method, conducts two rounds of questionnaires and conducts interviews with relevant experts. Research on the service quality of travel industry, trust and loyalty. The study is based on four dimensions; include: service quality factor of 10, a total of 13 factors of trust, loyalty, a total of 11 factors, transaction intention of 14 factors wishes. After two rounds of Delphi questionnaire after the second analysis, the study found, the index factor of four dimensions of service quality in part, to provide products to meet market demand as the most important factor in; trust part, high rates of make the trip was the most important; loyalty part, raise retirement commission was most important; Finally, transaction intention to part, the most important factor for the batch of retail sales companies to assist with travel requirements. This study suggests that wholesale should enhance service quality, improve rate of make the trip; highly authorized to give the sales;establish long-term cooperation with the commission way back, enhance loyalty of retailers. Retailers, it is recommended to refine the quality of service; customer-oriented interests, enhance customer loyalty. This research hopes to provide a wholesale travel agency as a reference in the future marketing sales decisions.

並列關鍵字

Wholesale ； Service Quality ； Trust ； Loyalty ； Transaction Intention

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