觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究～以白蘭氏觀光工廠為例

The Research on the Relationships among Tourism Attraction, Service Quality, Perception Value, Customer Satisfaction and Loyalty: Using BRAND'S Tourism Factory as an Example

李君如(Chun-Ju Li) ； 陳俞伶(Yu-Ling Chen)

《顧客滿意學刊》 5卷1期 (2009/03) Pp. 93-119

https://doi.org/10.30066/JCS.200903.0004

摘要

本研究主要探討產業觀光－觀光工廠顧客的觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度之關係。以白蘭氏健康博物館之顧客爲調查對象，收集變項資料，分析重點有二：(1)不同遊客屬性在各變項的感受情況；(2)建立顧客行爲間關係之結構方程模式，探討各變項間之影響關係；進而根據分析結果提出相關改善建議。研究發現：(1)遊客之年齡、教育程度、收入與使用的交通工具等變項，依屬性的差異會有不同的感受程度；(2)觀光吸引力與服務品質兩構面對知覺價值皆有顯著正向的影響，觀光吸引力對滿意度較服務品質更顯著的正向影響；觀光吸引力與服務品質兩構面對忠誠度的直接正向影響。

關鍵字

產業觀光 ； 觀光吸引力 ； 服務品質 ； 顧客滿意

並列摘要

The research mainly focuses on the industry tourism and the customers of tourism factory in relation to tourism attraction, service quality, perception value, customer satisfaction and loyalty. The customers of BRAND'S Museum were the investigation objects of this research, in which the collected variables have been made into two analytical points: 1. Different visitor's attribute in the feeling of each variable. 2. To build up the equation pattern first in terms of different customers' behavior structures, furthermore to inquire into the influence relationship of each variable, then eventually to provide the improvement suggestions according to the analytical result. The findings of this research are: 1. Variables to the different visitors such as the age, level of education, income or using the different transport, there would be different feeling degree according to their different attributes. 2. Both the components of tourism attraction and service quality have positive influence on perception value, comparing to the tourism attraction has more positive influence on the degree of satisfaction than the service quality. Both the components of tourism attraction and service quality have positive influence on customer loyalty.

並列關鍵字

Industry Tourism ； Tourism Attraction ； Service Quality ； Customer Satisfaction

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