休閒農場服務品質、關係品質與顧客忠誠度關係之研究

The research of the relationships among service quality, relationship quality, and customer loyalty in leisure farms

周建男(Chien-Nan Chou)

指導教授 ： 李孟訓

長榮大學/管理學院/企業管理研究所/碩士(2006年)

摘要

近年來，由於政府單位積極推動農業轉型，因此造就了台灣休閒農業的蓬勃發展，其中，休閒農場為一種結合農業、製造業、服務業，三種不同業態的休閒農業型態。
在服務業的經營之中，服務品質是一項反映出顧客評價的指標。另外，企業推展關係行銷的概念已日漸成熟，且企業對顧客關係的經營，將對顧客的滿意度與忠誠度產生影響。因此，本研究將針對休閒農場顧客之服務品質、關係品質，與顧客忠誠度等三種構念，利用線性結構方程式，探討三者之間的關係。本研究透過問卷發放的方式，針對休閒農場顧客搜集資料。而後使用AMOS軟體進行資料分析。研究結果顯示，休閒農場之服務品質對顧客忠誠度不僅會產生直接的正向影響，亦會透過關係品質，對顧客忠誠度產生正向影響。同樣地，休閒農場之關係品質對顧客忠誠度產生直接的正向影響，另一方面亦透過關係品質，對顧客忠誠度產生正向影響。而服務品質與關係品質兩者之間，也存在著正向的共變關係。因此，本研究針對休閒農場之服務品質、關係品質與顧客忠誠度，所提出的架構與假設皆成立。

關鍵字

休閒農場 ； 服務品質 ； 關係品質 ； 顧客忠誠度 ； 線性結構方程式

並列摘要

Recently, the Government has been devoting to the transformation of agriculture; hence, the leisure agriculture in Taiwan begins to develop. A leisure farm is a sort of leisure agriculture, which combines agriculture, manufacturing, and service industrial patterns. The farmers in traditional agriculture have to involve the business sense of service industry; apparently this may be a challenge for them.
In the service industry, service quality is an index which reveals the quality assessments from customers toward enterprises. Otherwise, the sense of relationship marketing in enterprises has becoming more mature. Indeed, the management of customer relationship will affect customer satisfaction and customer loyalty.
This study explores the relationship among service quality, relationship quality, and customer loyalty in leisure farms. We collected information from consumers with questionnaires, and analyze these data by using leaner structural equation model. The results present that serice quality has direct effects on customer loyalty, and also has effects, which is mediated by relationship quality, on customer loyalty. In the other hand, the results present that relationship quality has direct effects on customer loyalty, and also has effects, which is mediated by service quality, on customer loyalty.

並列關鍵字

leisure farms ； service quality ； relationship quality ； customer loyalty ； structural equation model.

參考文獻

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