服務品質、知覺價值、滿意度及遊後行爲意圖關係之探討－以休閒旅遊業爲例

The Relationship among Service Quality, Perceived Value, Satisfaction and Behavior Intention: An Empirical Study of Leisure Industry

李奇勳(Chi-Hsun Lee) ； 蘇瑞蓮(Jui-Line Su)

《顧客滿意學刊》 4卷2期 (2008/09) Pp. 1-26

https://doi.org/10.30066/JCS.200809.0001

摘要

吸引一位新顧客所需的成本是維持一個老顧客的5-10倍，因此建立顧客的忠誠度，便成爲企業永續經營的首要任務。尤其對於政府正在大力推展的休閒旅遊業，業者要注重哪些因素才能擄獲遊客的心，以激起其再惠顧的意願，便成爲重要的課題。 本研究將在探討滿意度時較少被論及的知覺價值構念，納入「服務品質－滿意度－忠誠度」的模型中，並以苗栗大湖草莓園區的遊客爲實證的對象。研究結果發現：(1)服務品質對遊客再遊意願的影響效果最大，它對再遊意願不但有間接的影響效果，而且有直接的影響效果；(2)知覺價值扮演重要的仲介角色，它不但仲介服務品質與滿意度的關係，也仲介了服務品質與再遊意圖的關係。本研究並根據研究發現提出相關的建議供業者參考。

關鍵字

服務品質 ； 知覺價值 ； 滿意度 ； 行爲意圖

並列摘要

The cost to attract a new customer will be 5-10 times that of maintaining an old one. In view of this fact, the building of customer loyalty will be the primary mission to the sustainable development for an enterprise. Especially for the leisure and tourism industry promoted by the government, on what factors the practitioners should center to earn positive recognition from tourists and to further inspire their re-visit willingness will turn out to be critical issues.
This research incorporated the perceived value concept which was rarely-referred into the model of ”service quality-satisfaction-loyalty”, and takes the tourists to pay visit to Dahu Strawberry Park Area in Miaoli as the subjects of this empirical study. Findings of this research indicated that (1) service quality have the greatest effects upon tourists' re-visit willingness as it not only shows indirect effect on such willingness, but also the direct effect; (2) the perceived value play as a mediator mediate the relationship between service quality and satisfaction as well as the ones between service quality and re-visit willingness. This research also proposes the related suggestion for practitioners' reference based on the findings.

並列關鍵字

Service Quality ； Perceived Value ； Satisfaction ； Behavior Intention

參考文獻

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