甲種旅行社之關係行銷、品牌形象與忠誠度之研究 -以台中市為例

本研究旨在探討旅行社之間運用關係行銷及綜合旅行社的品牌形象對忠誠度之研究，針對研究結果提出結論，如何在旅行同業間競合並進，強化關係建立品牌提升忠誠度，並針對綜合旅行社業者提出相關建議。本研究以台中市地區甲種旅行社經營管理者為研究對象，採實地發放問卷蒐集資料，每家一份問卷，發放400份問卷，回收319份問卷，有效問卷為302份。研究結果發現台中市地區甲種旅行社經營管理者，以女性為居多；年齡為51-60歲之經營者最多；婚姻狀況多數已婚；教育程度以大學程度為最多；較多公司規模員工人數在6-10位；公司成立年數多數在11-15年；從業年資在26年以上佔最多。對關係行銷、品牌形象與忠誠度認同度均呈現中上程度。此外，「公司員工人數」僅在關係行銷有顯著差異，「年齡」及「教育程度」對品牌形象有顯著差異，「年齡」對忠誠度有顯著差異。關係行銷與品牌形象對忠誠度均有顯著正向影響，且品牌形象的影響程度較大。為此，本研究提出以下建議：設立同業會員制度、建立旅遊資訊分享與法規提供機制、旅遊同業數位行銷應用、建立品牌的重要性並提高品牌形象。

關鍵字

關係行銷；品牌形象；忠誠度

並列摘要

This study explores effects of relationship marketing and brand image on customer loyalty, and tries to recommend how to improve competitiveness in the travel industry, and strengthen relationships and to boost customer loyalty. The objects of study are the operators or supervisors who managed travel agencies in Taichung city, and a questionnaire survey was conducted with collecting data on the spot by a travel agency in Taichung City. There were 319 questionnaires collected with 302 valid out of 400. The results showed that female executives are the majority, with the majority of age 51-60 years old, married majority, and the education level is bachelor's degree. The number of employees in most companies is 6-10, the company's establishment year is mostly 11-15 years, and the executives’ working experience accounts for more than 26 years. The opinions of executives about relationship marketing, brand image and loyalty were at about medium high level. Also, there is a significantly different in relationship marketing for the number for the employee; age and education level have significant differences in brand image. Both of relationship marketing and brand image has a significant positive effect on loyalty and brand image has a higher Influence. Therefore, we propose the following suggestions: The travel agencies could try to develop new fields of the membership, create travel information sharing mechanism, apply travel agencies digital marketing and raise the visualization of brand.