Title

郵輪式列車遊客體驗品質與滿意度、忠誠意圖及口碑行為關係之研究

Translated Titles

A Research of the Relationship between Cruise Train Customer’s Experience Quality, Satisfaction and Loyalty Intention

Authors

徐子傑

Key Words

口碑行為 ; 忠誠意圖 ; 滿意度 ; 遊客體驗品質 ; 郵輪式列車 ; Loyalty intention ; Satisfaction ; EXQ ; Customer experience’s quality ; Word-of-mouth behavior ; Cruise-Style Trains

PublicationName

臺北大學企業管理學系學位論文

Volume or Term/Year and Month of Publication

2015年

Academic Degree Category

碩士

Advisor

汪志堅;張惠真

Content Language

繁體中文

Chinese Abstract

本研究目的為運用顧客體驗品質(EXQ)的觀點檢驗郵輪式列車遊客之旅遊體驗品質,並探討遊客體驗品質與滿意度、忠誠意圖、口碑行為之間的關聯性,同時討論品牌形象在其相互關係中是否產生調節效果。 本研究採便利抽樣方法進行問卷調查,研究對象為搭乘過郵輪式列車之遊客;共發放349份問卷,回收有效問卷314份,回收率達89.9%。資料分析採用驗證性因素分析(CFA)進行信效度分析,並透過迴歸分析以驗證本研究之假說。研究結果顯示:(1) 遊客體驗品質對滿意度、忠誠意圖、口碑行為具有顯著正向影響。(2) 滿意度對忠誠意圖、口碑行為具有顯著正向影響。 (3) 品牌形象在遊客體驗品質對滿意度具有影響,且存在調節效果;而遊客體驗品質對忠誠意圖與口碑行為之間則無關聯性。

English Abstract

The purpose of this study aims to investigate passengers’ tourism experience quality, and find the relationship among satisfaction, loyalty intention and word-of-mouth behavior base on Customer Experience’s Quality (EXQ), while discussions brand image whether a moderate effect in their mutual relations. Total of 349 questionnaires were distributed to tourists in their return journeys of railway tour. The numbers of usable questionnaire was found to be 314 and achieved a response rate of 89.9%. Confirmatory factor analysis (CFA) was adopted to examine the reliability and validity of measurement. And the study uses hierarchy regression analysis to verify the hypotheses. The major research results show that: (1) Customer experience’s quality has a significant positive impact on satisfaction, loyalty intentions, word-of-mouth behavior. (2) Satisfaction has a significant positive impact on loyalty intentions and word-of-mouth behavior. (3) Brand image has a moderate effect between customer experience’s quality and satisfaction. And there is no relevance between customer experience’s quality and loyalty intentions or word-of-mouth behavior.

Topic Category 商學院 > 企業管理學系
社會科學 > 管理學
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