都市型休閒農場遊客對行銷努力與關係品質關聯的知覺

Visitors' Perceptions of the Association between Marketing Efforts and Relationship Quality in Urban Leisure Farm

顏財發(Tsai-Fa Yen) ； 劉修祥(Hsiou-Hsiang J. Liu)

《台灣農學會報》 11卷2期 (2010/04) Pp. 172-184

https://doi.org/10.6730/JAAT.201004_11(2).0004

摘要

本研究在探討都市型休閒農場遊客對行銷努力與關係品質之關聯性的知覺，以高雄市休閒農場遊客為實證母體，以便利抽樣取得199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. Visitors to leisure farms in Kaohsiung were selected as the empirical population for study. In total, 199 valid questionnaires were received. The results indicated that there is a good reliability and validity of our measurement tool. The proposed model was valid and had a high 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