京台休閒農場遊客知覺的行銷努力與關係品質之關聯

Visitors' Perceptions of the Association between Marketing Efforts and Relationship Quality: A Case Study of Leisure Farms in Beijing and Taiwan

蔡淑娟(Shu-Chuan Tsai) ； 顏財發(Tsai-Fa Yen) ； 鄭春暉(Chun-Hui Cheng)

《運動休閒管理學報》 6卷2期 (2009/12) Pp. 73-81

https://doi.org/10.6214/JSRM.200912_6(2).0005

摘要

本研究在探討兩岸休閒農場遊客對行銷努力與關係品質之關聯性的知覺，以北京暨臺灣的休閒農場遊客為實證母體，取得海峽兩岸397個有效樣本進行問卷調查。分析結果顯示，量表具有良好的信度與效度，假設模式有效且具有良好的解釋力，行銷努力與關係品質具有顯著關聯性，產品品質是預測關係品質較佳的預測變數，對滿意的影響較大。最後，本文依據分析結果提出理論意涵與管理意涵。

關鍵字

休閒農場 ； 行銷努力 ； 關係品質

並列摘要

This study explored the association between marketing efforts and relationship quality for cross strait leisure farms. Visitors in leisure farms in Beijing and Taiwan were selected as empirical population. Totally 397 valid questionnaires were received. The results indicated that there is a good reliability and validity in our measurement tool; the proposed model was valid and had a highly explaining power. The association between marketing efforts and relationship quality was strongly significant. Product quality was a better predictor for relationship quality and had a higher impact on satisfaction. Finally, theoretical implications and managerial implications were suggested based on the results of our study.

並列關鍵字

leisure farm ； marketing effort ； relationship quality

參考文獻

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