近年來社會大眾日益重視休閒活動,促成休閒農業蓬勃發展。然而經由文獻探討可以發現,大多以休閒農場之經營特色、策略與轉型為主要研究方向,在休閒農場關係行銷方面的研究較少。然而,如何與遊客維持長久且良好的關係承諾,提高遊客的忠誠度,使遊客樂意與休閒農場維持良好的關係,並持續從事交易活動,是極為重要的議題。因此,本研究以Morgan & Hunt(1994)所提出的KMV模型為基礎,並考量休閒農場之特性,以及參考Garbarino & Johnson(1999)、Tax et al.(1998)和其他相關研究,對該模型進行適度的修正,期能建構出一套適用於休閒農場的關係行銷模型。 本研究以台灣休閒農業發展協會所認證的服務品質休閒農場之遊客為研究對象,回收有效問卷為226份,並採取路徑分析方法,對本研究所建構之關係行銷模型進行實證分析。實證分析後發現,「關係利益」、「關係終止成本」、「溝通」、「投機行為」、「農場的安全性」、「農場的服務」以及「抱怨處理之滿意度」等前因變數,會透過「關係承諾」、「信任」以及「整體滿意度」等中介變數,進而對遊客的「未來行為意圖」產生顯著的影響。此外,本研究結果亦發現,「關係利益」與「農場的服務」對遊客的「未來行為意圖」有顯著的直接影響效果。
In recent years, people have valued more on leisure activities day by day, which promotes the thriving growth of leisure agriculture. Researches related with leisure farms all mainly focus on the research of leisure farms management characteristics, strategies, and transformation, but researches related with leisure farms relationship marketing are less. Therefore, how keep long-term and good relationship with tourists, and increase tourists’ loyalty and make tourists be willing to keep good relationship with leisure farms, so the trade activity can keep on going. It is a very important topic. This research is based on “commitment-trust theory” model raised by Morgan & Hunt (1994) was used as foundation, the property of leisure farms was also considered, and Garbarino & Johnson (1999), Tax et al. (1998) and other relevant researches were used as references, so the mode was made moderate modification, expecting to construct a set of relationship marketing mode that is applicable to leisure farms . The research objects in this study is based on tourists in service quality certification of Taiwan Leisure Farms Development Association. There are total of 226 valid replies received. By using path analysis, we make the experimental analysis on the Relationship marketing model created by this research. And we can find that “relationship benefits,” “relationship termination costs,” “communication,” “opportunistic behavior,” “farm security,” “farm service,” and “complain satisfaction that deal with” can pass “relationship commitment,” “trust” and “overall satisfaction” to influence “the future intentions” of tourists. Finally, we also find that “relationship benefits” and “farm service” can direct influence “the future intentions”.
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