森林風景區服務品質、顧客滿意度與顧客忠誠度之研究： 以溪頭森林風景區為例

A Study on Service Quality, Customer Satisfaction and Customer Loyalty for the Forest Recreational Area - An Example of Sitou Forest Recreational Area

顏淑敏(Shu-Min Yen)

指導教授 ： 林政德 博士邱文宏 博士

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

多數現代人身處於忙碌與緊張的都市叢林中，若能於空閒時至山野森林中小住，不但可使身體獲得休息，也有安定情緒的作用。森林風景區為一個老幼都適宜旅遊的遊憩地點，不但可以增進家庭成員間的情感，同時也達到了健身的目的。國內森林風景區有二十二處之多，各旅遊景點常因淡旺季現象過於明顯，對遊憩品質造成負面影響，同時也產生生態維護與經營管理上之困擾。
本研究採用問卷調查法，針對溪頭森林風景區之遊客進行調查，有效樣本數為452個，運用的分析方法有描述性統計、信效度分析、獨立樣本檢定、變異數分析、因素分析、多元迴歸分析及相關分析。研究結果指出不同旅遊動機與顧客滿意度呈現正相關；不同家庭生命週期對顧客滿意度無顯著差異；銀髮族與非銀髮族對顧客滿意度無顯著差異。服務品質對顧客滿意度具正向影響，實證結果為部份成立；顧客滿意度對顧客忠誠度具正向影響，實證結果為部份成立；服務品質對顧客忠誠度具正向影響，實證結果為部份成立。

關鍵字

森林風景區、服務品質、顧客滿意度、顧客忠誠度 ； HASH(0x99fa770) ； HASH(0x99fa7e8)

並列摘要

Most of modern people live in the city jungle with busy and tense. If they can live for a short period of time to forest when idle, not only can make the body have a rest, but also stable mood. Forest scenic spot is suitable for old and young to travel, not only can promote the emotion among family, but also achieve the purpose of fitness at the same time. There are twenty-two forest scenic spots in Taiwan. Every scenic spot often because the phenomenon of slack and busy seasons is too obvious, it causes reverse side influence to quality of travel and also produces the puzzlement to ecology safeguard and management.
This research adopts the investigation method of the questionnaire, carry on the investigation to visitors in the Shi-Tou Forest scenic. The 452 effective samples are counted and the analytical method used in this study include of describing statistics, reliability and validity analysis , the independent sample assay, variation analysis, factor analysis, multiple regression and correlation analyses. The result of study points out that is correlated with appearing in customer satisfaction with different tourist motivation. The satisfaction to customer of life cycle of different families has no difference of showing. The silvers and not silvers of customer satisfaction have no difference of showing. From the result of practical verification, it partly approve that serve quality has positive influence on customer satisfaction and loyalty to customer.

並列關鍵字

Forest Scenic Spot, Service Quality, Customer Satisfaction, Customer Loyalty

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