主題遊樂園的企業形象、服務品質、關係品質與顧客忠誠度之關聯性研究

Investigating the Relations among Corporate Image, Service Quality, Relationship Quality, and Customer Loyalty for Theme Parks

李孟訓(Meng-Shiunn Lee) ； 陳志軒(Chih-Hsuan Chen) ； 張純明(Chih-Hsuan Chen)

《高雄海洋科大學報》 28期 (2014/03) Pp. 119-147

摘要

本文以主題遊樂園的遊客為研究對象，採用問卷調查和結構方程模式，探討主題遊樂園的企業形象、服務品質、關係品質與顧客忠誠度之間的關聯性。根據文獻探討發現，以往的研究並不曾針對此課題進行實證分析，因此前述關聯性研究，值得作為研究方向彌補文獻上的不足。研究結果顯示，企業形象、服務品質與關係品質三者都會直接影響顧客忠誠度，且企業形象、服務品質與關係品質之間存在正相關，會以互為中介變數的方式，對顧客忠誠度產生間接影響。由此可知，遊樂園業者宜擺脫過去的思維模式，如能致力於提升企業形象、服務品質與關係品質，將可望提高顧客忠誠度，進而提升本身的競爭優勢創造更大的商機。

關鍵字

企業形象 ； 服務品質 ； 關係品質 ； 顧客忠誠度

並列摘要

This study investigated the relations among corporate image, service quality, relationship quality, and customer loyalty for theme park tourists via the self-administered structured questionnaire. Cross-sectional data was collected and analyzed by structural equation modeling (SEM). This research contributed to the research gap of relations for theme parks since no empirical study has been conducted up to the present. The results of SEM showed the causal relationship from corporate image, service quality, and relationship quality to customer loyalty directly. A positive correlation was observed between each pair of corporate image, service quality, and relationship quality. An intermediate effect between each latent variable and customer loyalty was found as well. This research suggests theme park entrepreneurs to start with a clean slate and focus on the promotion of corporate image, service quality, and relationship quality. The new strategy could increase customer loyalty, create competitive advantages, and finally raise business profits.

並列關鍵字

Corporate image ； Service quality ； Relationship quality ； Customer loyalty