服務品質、服務體驗對關係品質與重遊意願的影響

The Effects of Service Quality, Service Experiences on Relationship Quality and Revisit Intentions

張淑青(Su-Ching Chang) ； 黃元直(Yuan-Chih Huang)

《管理實務與理論研究》 3卷3期 (2009/09) Pp. 17-34

https://doi.org/10.29916/JMPP.200909.0002

摘要

本研究目的旨在建構以服務品質、服務體驗爲前因變項，關係品質爲中介變項及重遊意願爲結果變項的線性結構關係模式(SEM)，來探討遊客的服務品質、服務體驗、關係品質與重遊意願之間的關係，發展結構式問卷作爲調查工具，以澎湖觀光休閒漁業園區爲研究範圍，選擇澎湖兩家規模較大之休閒漁業園區的遊客爲問卷調查對象，總計獲得383份有效問卷。研究結果顯示服務品質對關係品質有直接正向影響關係，服務體驗對關係品質有直接正向影響關係，關係品質對重遊意願有直接正向影響關係，分析發現服務體驗是重遊意願的關鍵驅動因子，而關係品質則扮演關鍵中介角色，研究結果提供觀光休閒漁業相關業者作爲策略性經營管理的建議與參考。

關鍵字

服務品質 ； 服務體驗 ； 關係品質 ； 重遊意願

並列摘要

The purpose of this study was to adopt the structural modeling approach for exploring the relationships among visitors' service quality perceptions, service experiences and relationship quality and revisit intention of recreation fishery in Penghu. The recreation fishery in Penghu was selected to be the research scope and structural questionnaire was developed to be the survey tool for this study. The visitors of two recreation fishery in Penghu were selected as study samples. This structural equation model adopted the visitors' service quality and service experience to be the antecedents, relationship quality as the mediated variable, and revisit intention as the effect variable for testing their relationships. The findings of this study indicated that the structural model fit the data very well, and the results of parameter estimates analysis indicated that service quality has positive effect on relationship quality, service experiences has positive effect on relationship quality, relationship quality has positive effect on revisit intentions. In addition, the service experiences play the key driver of revisit intentions, and relationship quality is the key mediator of the cause-effect model. On the basis of the research results, the concrete and strategic suggestions and references of business management are offered for related industry.

並列關鍵字

service quality ； service experiences ； relationship quality ； revisit intentions

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