產品創新、體驗行銷、知覺品質對顧客滿意度之影響－以觀光工廠為例

觀光業在台灣的營業規模與競爭性有逐年成長的趨勢。因此，觀光業者必須提出因應策略來面對未來的競爭激烈的環境。而服務失誤與顧客抱怨一直是服務業注重的議題。因此，本研究主要的目的在於探討服務補救、關係品質、顧客滿意度以及顧客忠誠度的關聯性。本研究以台北市10家觀光工廠之顧客為研究對象，並採用結構方程模式來驗證研究模式中各路徑的關係。根據研究結果發現，知覺品質與顧客滿意度對觀光工廠顧客忠誠度具有顯著的正向關係。此外，產品創新、體驗行銷以及知覺品質對顧客滿意度具有顯著的正向關係。體驗行銷對觀光工廠顧客之知覺品質具有顯著的正向關係。最後，本研究期望研究結果可作為國內餐飲業在競爭激烈的環境之下，擬定經營策略之參考。

關鍵字

觀光業；服務補救；關係品質；顧客滿意度；顧客忠誠度

並列摘要

Tourism industry in Taiwan, business scale and competition was growing year by year. Therefore, the tourism industry must propose coping strategies to face the highly competitive environment in the future. The issues on the service failure and customer complaints should be taken seriously in the tourism industry. This study aims to explore relationship between service recovery, relationship quality, customer satisfaction, and customer loyalty. This study selected the customers of 10 tourist factories in Taipei as the research object, and using structural equation modeling to verify the relationship of each path in research model. The results found that perceived quality and customer satisfaction in Tourism industry has significant positive relationship on customer loyalty. In addition, product innovation, marketing experience and perceived quality has significant positive relationship on customer satisfaction. Experiential marketing has significant positive relationship on customer's perception quality. Finally, this study will expect that the study results can be used to develop the business strategy of the reference under the competitive environment.