- 學位論文
導遊特質如何影響旅客關係維繫：雙元中介機制之探討
HOW TOUR GUIDE CHARACTERISTICS INFLUENCE CUSTOMER RELATIONSHIP:AN INVESTIGATION OF MEDIATING MECHANISMS MAINTENANCE: AN INVESTIGATION OF MEDIATING MECHANISMS
摘要
本研究基於「關係行銷」及「組織領域」的學理基礎及「質性研究結果」，本研究歸納出重要的導遊特質，並以社會中介機制(social mediating mechanisms)及心理中介機制 (psychological mediating mechanisms)（分別為「旅客對導遊的滿意度」、「旅客對導遊的認同感」）來提升「旅客對旅行社的忠誠度」。另外，本研究亦探討一個干擾效果（「顧客導向」）。接著本研究參考過去文獻設計研究問卷，以台灣旅客為研究對象進行量化分析，驗證本研究所提出的模型，並以LISREL 進行結構模型檢定。本研究發現導遊特質會透「旅客對導遊的滿意度」及「旅客對導遊的認同感」進一步影響到「旅客再回遊行為」。 本研究透過質性訪談結果發現：導遊特質重要性依序是「個別關懷」、「相似性」、「導遊專業性」。同時本研究也透過問卷分析結果發現：即使旅客對於導遊的認同感、滿意度都 很高，但是很多時候卻沒有實際的遊後行為出現。於是本研究將「顧客導向」做為干擾變數，探討此干擾變數是否有助於正向強化中介變數與應變數間的關係。
並列摘要
According to “relationship marketing”, “organization field” and “quality research results”, this study bring up important tour guide attributes. I also use social mediating mechanisms and psychological mediating mechanisms (“tourist’s satisfaction toward tour guide” and “tourist’s identification toward tour guide”) to strengthen “tourist’s loyalty toward travel agency”. I also refer to extant research to design my questionnaire and distribute it to Taiwanese to verify the model that I purposed. I tested structure model by means of LISREL. My research discovered that tour guide’s attribute may affect “tourist’s loyalty toward travel agency” through “tourist’s satisfaction toward tour guide” and “tourist’s identification toward tour guide”. The research discovered that the significance of tour guide is as follows:” individual consideration”, “similarity”, and “expertise”. Although customer identified and satisfied with their tour guide, they still have no repurchasing behavior such as WOM. Thus, I use “customer orientation’’ as moderator to verify the moderate effect between mediating mechanisms and dependent variable.