臺灣博碩士論文加值系統

台灣於2001年1月1日正式實行週休二日，使得勞動時間縮減、國民對休閒的需求大增。另外，民主政治強調地方自治的功能，使得各個地方政府必須負起發展地方的責任，因此各縣市政府近年來積極推動文化觀光，以尋求更多的發展空間。2008年，台南縣政府正式將蕭壠文化園區委外經營，並於1月19日至2月24日協助舉辦「2008年世界糖果文化節」，期望再造先前兩屆糖果文化節吸引百萬遊客的盛況，進而帶動地方文化產業的發展，開啟觀光遊憩的契機。
本研究主要目的是要驗證服務品質、遊客滿意度、服務價值與遊客重遊意願之關係，最後再提出具體建議供相關單位參考。為達上述研究之目的，本研究以參與「2008年世界糖果文化節」之遊客為研究對象，於2008年1月19日至2月24日針對515位遊客進行問卷調查，所取得的資料以結構方程模式進行分析。
研究結果顯示提升服務品質是改善服務價值、遊客滿意度與重遊意願的最基本方針。建議主辦單位可以針對遊客對服務品質認知差距較大的項目來進行改善，例如：強化活動展示內容、改善活動現場販售之商品、加強洗手間的乾淨清潔、降低門票費用等方向來著手，以提高遊客對活動的滿意度與重遊意願，帶動地方觀光產業的發展。

Recently, local governments took their responsibility to develop their own regions based on local autonomy of democracy. Therefore, all city and county governments enthusiastically promoted the Culture Tourism, looking for more opportunities for their region development. For example, the Tainan County Government rebuilt the old Chia-Li sugar factory, which had been left unused for a long time, and made it as the Hsiao-Lung Culture Garden. Tainan County Government formally entrusted some enterprises to manage this property in 2008. The 2008 World Culture of Candy Festival was held here from January 19th to February 2nd. It was hoped that it can promote the industrial development of region’s culture and open the door for tourism.
The purpose of the study was: (1) to investigate the verification of the relationships among service quality, customers’ satisfaction, service value and revisiting willingness, and (2) to provide some suggestions for managers in this industry. The subjects were tourists who participated in the World Culture of Candy Festival of 2008. Five hundred and fifteen questionnaires were gathered from tourists. The data were further analyzed via Amos. It is hoped that the research findings can be used for increasing activity satisfaction, enhancing revisiting willingness and hence helping develop local tourism industry.

摘要……………………………………………………………………………………i
誌謝……………………………………………………………………………………iii
目次……………………………………………………………………………………iv
表目錄…………………………………………………………………………………viii
圖目錄…………………………………………………………………………………xi
第一章 緒論 …………………………………………………………………………1
1.1 研究背景與動機…………………………………………………………………1
1.2 研究目的…………………………………………………………………………2
1.3 研究流程…………………………………………………………………………3
第二章 文獻回顧 ……………………………………………………………………4
2.1 節慶活動理論……………………………………………………………………4
2.1.1節慶活動之定義………………………………………………………………5
2.1.2節慶活動的特性………………………………………………………………10
2.1.3節慶活動的功能………………………………………………………………11
2.2 服務品質 ………………………………………………………………………13
2.2.1服務品質的定義………………………………………………………………13
2.2.2服務品質的模式………………………………………………………………15
2.2.3服務品質的構面………………………………………………………………18
2.2.4節慶活動服務品質之衡量……………………………………………………21
2.3 服務價值 ………………………………………………………………………22
2.3.1服務價值的定義………………………………………………………………22
2.3.2服務價值的衡量………………………………………………………………23
2.4 遊客滿意度 ……………………………………………………………………24
2.4.1滿意度的定義…………………………………………………………………24
2.4.2滿意度之衡量…………………………………………………………………25
2.5 重遊意願 ………………………………………………………………………27
2.5.1重遊意願之定義………………………………………………………………27
2.5.2重遊意願的衡量………………………………………………………………28
2.6 服務品質、服務價值、遊客滿意度與重遊意願之關聯性 …………………30
2.6.1服務品質與遊客滿意度之關係………………………………………………30
2.6.2服務品質與服務價值之關係…………………………………………………31
2.6.3服務品質與重遊意願之關係…………………………………………………31
2.6.4遊客滿意度與重遊意願之關係………………………………………………32
2.6.5服務價值與遊客滿意度之關係………………………………………………33
2.6.6服務價值與重遊意願之關係…………………………………………………33
2.6.7服務價值是服務品質與遊客滿意度的中介變數……………………………34
2.6.8服務價值是服務品質與重遊意願的中介變數………………………………34
2.6.9遊客滿意度是服務品質與重遊意願的中介變數……………………………34
2.6.10遊客滿意度是服務價值與重遊意願的中介變數 …………………………35
2.7 世界糖果文化節簡介 …………………………………………………………37
2.7.1蕭壠文化園區…………………………………………………………………37
2.7.2世界糖果文化節………………………………………………………………38
第三章 研究方法…………………………………………………………………40
3.1 研究架構 ………………………………………………………………………40
3.2 研究假說 ………………………………………………………………………41
3.2.1服務品質與服務價值之關係…………………………………………………41
3.2.2服務品質與遊客滿意度之關係………………………………………………41
3.2.3服務品質與重遊意願之關係…………………………………………………41
3.2.4服務價值與遊客滿意度之關係………………………………………………42
3.2.5服務價值與重遊意願之關係…………………………………………………42
3.2.6遊客滿意度與重遊意願之關係………………………………………………42
3.2.7服務價值的中介效果…………………………………………………………43
3.2.8遊客滿意度的中介效果………………………………………………………43
3.3 研究變數操作型定義與問卷設計 ……………………………………………44
3.3.1研究變數操作型定義…………………………………………………………44
3.3.2問卷設計………………………………………………………………………46
3.4 研究對象與抽樣方法 …………………………………………………………51
3.4.1母體界定………………………………………………………………………51
3.4.2抽樣方法………………………………………………………………………51
3.4.3樣本數的決定…………………………………………………………………51
3.5 資料分析方法 …………………………………………………………………52
第四章 分析結果與討論…………………………………………………………57
4.1 遊客特性與旅遊特性分析 ……………………………………………………57
4.1.1遊客特性分析…………………………………………………………………57
4.1.2遊客旅遊特性分析……………………………………………………………62
4.2 各構面之特性分析及變異數分析 ……………………………………………68
4.2.1服務品質特性分析……………………………………………………………68
4.2.2服務品質變異數分析…………………………………………………………73
4.2.3服務價值特性分析……………………………………………………………82
4.2.4服務價值之變異數分析………………………………………………………82
4.2.5遊客滿意度特性分析…………………………………………………………87
4.2.6遊客滿意度變異數分析………………………………………………………87
4.2.7重遊意願特性分析……………………………………………………………92
4.2.8遊意願之變異數分析…………………………………………………………93
4.3 信度與效度分析 ………………………………………………………………98
4.3.1信度分析………………………………………………………………………98
4.3.2 效度分析 ……………………………………………………………………110
4.4 節慶服務品質、服務價值、遊客滿意度以及重遊意願之關聯性 …………116
4.4.1 整體結構模式之分析 ………………………………………………………116
4.4.2 假設檢定 ……………………………………………………………………122
第五章 結論與建議 ………………………………………………………………125
5.1 重要研究結論……………………………………………………………………125
5.1.1 遊客特性與旅遊特性分析 …………………………………………………125
5.1.2 不同遊客特性及旅遊特性，對服務品質、服務價值、遊客滿意度及重遊
意願之差異 …………………………………………………………………126
5.1.3 服務品質、服務價值、遊客滿意度及重遊意願之關係 …………………128
5.2 本研究之理論與實務意涵 ……………………………………………………130
5.2.1 本研究之理論意涵 …………………………………………………………130
5.2.2 本研究之實務意涵 …………………………………………………………131
5.3 研究限制與後續研究建議 ……………………………………………………134
參考文獻………………………………………………………………………………135
附錄一、問卷前測結果………………………………………………………………144
附錄二、正式問卷……………………………………………………………………148

一、網頁資料：
1. 2008年世界糖果文化節─滿載甜蜜的湯瑪士，2008年1月17日，取自：2008年世界糖果文化節官方網站：http://www.candy-expo.com/
2. 交通部觀光局，2000，觀光政策白皮書，2008年2月10日，取自：交通部觀光局網頁： http://admin.taiwan.net.tw/auser/b/wpage/page1.htm
二、雜誌資料：
1. 林美姿 (2004)。魅力台灣。遠見雜誌，217，138-148。
三、中文部分：
1. 王育群，2000，簡介二十一世紀台灣發展觀光新戰略，大葉學報，15-17。
2. 王舜皇，2002，三項元宵節活動吸引力與舉辦地特性之比較研究，未出版之朝陽科技大學休閒事業管理系碩士論文。
3. 杜明南，2004，建築業服務品質、服務價值、知覺犧牲、滿意度與顧客行為意向之相關性研究─以台南地區為例，未出版之成功大學高階管理碩士在職專班碩士論文。
4. 李森峰，2004，服務品質、服務價值、顧客滿意度與行為意向關聯性之研究─以統一超商物流服務為實證，未出版之成功大學高階管理碩士在職專班碩士論文。
5. 沈進成、謝金燕，2003，宗教觀光吸引力、滿意度與忠誠度關係之研究－以高雄佛光山為例，旅遊管理研究，3(1)，79-95。
6. 林怡安，2002，以遊客滿意度探討博物館服務品質之研究－以國立自然科學博物館為例，未出版之南華大學旅遊事業管理研究所碩士論文。
7. 林怡君，2005，觀光節慶活動對遊客之吸引力、服務品質與遊客滿意度及忠誠度關係之研究─以三義木雕國際藝術節為例，未出版之南華大學旅遊事業管理研究所碩士論文。
8. 林欣玫，2004，遊憩產業遊客之體驗與滿意度之關聯性研究，未出版之朝陽科技大學企業管理系碩士論文。

9. 林政萩，2004，內灣鐵道旅遊特色吸引力、遊客滿意度與重遊意願之研究，未出版之逢甲大學建築及都市計劃研究所碩士論文。
10.於忠苓，2003，台灣中部溫泉區遊客重遊意願之研究，未出版之台中健康暨管理學院經營管理研究所碩士論文。
11.吳萬益，2005，企業研究方法，二版，臺北市：華泰書局。
12.吳淑女，1993，淺談慶典觀光與推展觀光之道，交通建設，42(9)，2-6。
13.徐同劍，1995，遊樂區服務品質與遊客再遊意願關連之研究，未出版之大葉大學事業經濟研究所碩士論文。
14.孫明源，2003，服務品質、服務價值、滿意度與顧客行為意向關係之研究─以固網寬頻上網服務為例，未出版之成功大學電信管理研究所碩士論文。
15.高惠秋，2003，服務品質與關係品質對服務價值之影響─以臺北市大型百貨公司為例，未出版之真理大學管理科學研究所碩士論文。
16.陳運欽，2003，參與節慶活動遊客特質之研究-以宜蘭國際童玩節為例，台北世新大學再創觀光新巔峰學術研討會，36-46。
17.陳華偉，2006，服務品質、服務價值、滿意度與顧客行為意向關係之研究─以專案管理廠商為例，未出版之交通大學土木工程學系碩士論文。
18.陳聰廉、張家銘，2006，茂林國家風景區遊客吸引力、滿意度與重遊意願關係之研究，運動與遊憩研究，1(2)，45-65。
19.遊瑛妙，1999，節慶活動的吸引力與參觀者對活動品質的滿意度分析─以第十一屆民藝華會為例，未出版之靜宜大學觀光事業學系碩士論文。
20.葉茂生，2000，澎湖吉貝島遊客對海域遊憩活動滿意度之研究，未出版之世新大學觀光學系研究所碩士論文。
21.黃芳銘，2007，結構方程式模式：理論與應用，二版，臺北：五南文化。
22.黃淑君、何宗隆，2002，臺北縣立坪林茶業博物館遊客滿意度對重遊意願之影響， 觀光研究學報，7(2)，109-121。
23.葉碧華，1999，大型觀光節慶活動效益評估之研究-以臺北燈會為例，未出版之中國文化大學觀光事業研究所碩士論文。
24.張集毓，1995，遊憩區市場定位之研究，未出版之中興大學園藝學系研究所碩士論文。
25.張紹勳，2005，研究方法。三版，台中市：滄海書局。
26.張德慶，2004，節慶活動之服務品質、服務價值、顧客滿意度與行為意願之相關性研究─以墾丁風鈴季為例，未出版之靜宜大學觀光事業研究所碩士論文。
27.廖明豊，2003，東豐自行車綠廊之遊憩吸引力、服務品質與遊客滿意度及忠誠度之研究，未出版之南華大學旅遊事業管理研究所碩士論文。
28.鄭瓊惠，2004，農村節慶活動與遊客滿意度之研究─以2003大岡山龍眼蜂蜜文化節為例，未出版之屏東科技大學農企業管理系碩士論文。

29.謝金燕，2003，宗教觀光吸引力、滿意度與忠誠度關係之研究─以高雄佛光山為例，未出版之南華大學旅遊事業管理研究所碩士論文。
30.駱焜祺，2002，觀光節慶活動行銷策略之研究-以屏東縣黑鮪魚文化觀光季活動為例，未出版之中山大學公共事務管理研究所碩士論文。
31.魏弘發，1995，遊客選擇行為與遊憩阻礙之研究─以台灣民俗村為例，未出版之逢甲大學建築及都市計劃研究所碩士論文。
32.蘇佳玲，2003，觀光節慶活動遊客意象、滿意度、忠誠度關聯之研究---以屏東黑鮪魚文化觀光季為例，未出版之南華大學旅遊事業管理研究所碩士論文。
四、英文書籍：
1. Bitner, M. J. and Hubbert, A. R. (1994), Encounter Satisfaction Versus Overall Satisfaction Versus Quality: The Customer’s Voice. In: Rust RT, Oliver RL, editors. Service quality: new direc­tions in theory and practice, Thousand Oaks, CA: Sage.
2. Bullaro, J. J. and Edginton, C. R. (1986), Commercial Leisure Service, New York: Macmillan.
3. Cochran, W. G. (1997), Sampling Technique, New York：John Wiley and Sons.
4. Day, R. L. (1977), Alternative Definitions and Designs For Measuring Consumer Satisfaction. In H. K. Kieth (ed.), The Conceptualization of Consumer Satisfaction and Dissatisfaction, 77-79. Cambridge, Mass: Marketing Science Institute.
5. Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995), Consumer Behavior, 9th ed, New York: The Dryden Press.
6. Getz, D. (1991) Festivals, Special Events and Tourism, New York: Van Nostrand Reinhold .
7. Getz, D. (1997), Event Management and Event Tourism, Elmsford, New York: Cognizant Communication Corp.
8. Griffin, J. (1996), Customer Loyalty, Simon and Schuster .
9. Gunn, C. (1988), Tourism Planning, 2nd ed, New York: Taylor and Francis.
10.Guieford, J. P. (1965), Fundamental Statistics in Psychology and Education, 4th ed., New York: McGram-Hill.
11.Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. (2006), Multivariate Data Analysis, 6th ed., Englewood Cliffs, New Jersey: Prentice Hall.
12.Jöreskog, K.G. and Sörbom, D. (1993), LISREL8: Structural Equation Modeling with SIMPLIS Command Language. Chicago: Scientific Software International.
13.Kelloway, E. K. (1998), Using LISREL for Structural Equation Modeling: A Researcher’s Guide. Thousand Oaks, CA: Sage.
14.Kotler, P. (2003), Marketing Management, 11th ed, New Jersey: Prentice Hall .
15.Lewis, R. C. and Booms, B. H. (1983), The Marketing Aspects of Service Quality, in Emerging Perspectives on Services Marketing, L. Berry, G. Shostack, and G. Upah, eds., Chicago: American Marketing.
16.Nunnally, J. C. (1994), Psychometirc Theory, 2nd ed, IH Bernstein, New York：McGraw-Hill.
17.Monroe, K. B. (1990), Pricing: Making Profitable Decision, New York: McGraw-Hill.
18.Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on The Consumer. New York: McGraw-Hill.
19.Ortinau, D. J. (1979), A Conceptual Model of Post Purchase Satisfaction / Dissatisfaction Decision Process, New Dimensions of Consumer Satisfaction and Complaining Behavior. In R. L. Day and H. k. Hunt (eds.), Bloomington, Indiana University Press.
20.Rust, R. and Oliver, R. (1994), Service Quality: Insights and Managerial Implications from The Frontier. In: Rust RT, Oliver RL, editors. Service quality: new directions in theory and prac­tice. Thousand Oaks, London: Sage Publications.
21.Theobald, W. F. (1995), Global Tourism: The next decade, London: Butterworth- Heinemann.
22.Sasser, W. E., Olsen, R. P., and Wyckoff, D. D. (1978), Management of Service Operations: Text and Cases, Boston : Allyn and Bacon.
23.Strandvik, T. and Liljander, V. (1994), A Comparison of Episode Performance and Relationship Performance for A Discrete Service. In: Klein­altenkamp M, editor. Services marketing: con­cepts and applications. Wiesbaden, Germany: Gabler.
24.William, F. T. (1997), Global Tourism: The Next Decade, London: Butterworth- Heinemann.
25.Zeithaml, V. A. and Mary, J. B. (1996), Service Marketing, New York: McGraw-Hill.
五、英文期刊：
1. Anderson, E. W. and Sullivan, M. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firm,” Marketing Science, 12 (Spring) , pp.25-43.
2. Augustyn M, Ho SK. (1998) , “Service Quality and Tourism,” Travel Research, 37(1) , pp.71-5.

3. Backman, S. J. and Crompton, J.L., (1991), “Differentiation Between High, Spurious , Latent and Low Loyalty Participants in Two Leisure Activities,” Journal of Park and　Recreation Administration , 9(2) , pp.1-17.
4. Backman, S. J., and Shinew, K. L. (1994), “The Composition of Source and Activity Loyalty with A Public Agency’s Golf Operation,” Journal of Park and Recreation Administration, 12(3), pp.1-18.
5. Backman, S. J. and Veldkamp C. (1995), “Examination of Relationship Between Service Quality and User Loyalty,” Journal of Park and Recreation Administration, 13(2), pp.29-41.
6. Bagozzi, R. P. (1992), “The Self-regulation of Attitudes, Intentions, and Behavior,” Social Psychology Quarterly, 55(2) , pp.178-204.
7. Bagozzi, R. P., and Yi, Y. (1988) , “On The Evaluation of Structural Equation Models, ” Academy of Marketing Science, 23(4) , pp.272-277.
8. Baker, D. A. and Crompton, J. L. (2000), “Quality, Satisfaction and Behavioral Intentions,” Annals of Tourism Research, 27(3), pp.785- 804.
9. Bolton, R. N. and Drew, J. H. (1991), “A Multistage Model of Consumers’ Assessments of Service Quality and Value,” Journal of Consumer Research, 17, pp.375-384.
10.Boulding W., Kalra A., Staelin R., and Zeithaml V. A. (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,” Market Research, 30(1), pp.7-27.
11.Bulltena, C. L. and Klessing, L. L. (1969), “Satisfaction in Camping: A Conceptualization and Guide at Social research,” Journal of Leisure Research, pp.348-364.
12.Cardozo, R. N. (1965), “ An Experimental Sstudy of Consumer Effort Expectation and Satisfaction,” Journal of Marketing Research, 5(2), pp.224-249.
13.Churchill, G. A. and Surprenant, C. (1982), “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19(4), pp.491-504.
14.Churchill G. A. and Peter, J. P. (1984), “Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis,” Journal of Marketing Research, 21(4), pp.360-375.
15.Childress, R. D, and Cromption, J.L. (1997), “A Comparison of Alternative Direct and Discrepancy Approaches to Measuring Quality of Performance at a Festival,” Journal of Travel Research, 24(2), pp.43-57.
16.Cina, C. (1989), “Creating an Effective Customer Satisfaction Program,” The Journal of Business and Industrial Marketing, 4 (2), pp.33-42.

17.Cronin, J. J., Brady, M. K., and Hult, G.. T. M. (2000), “Assessing The Effects of Quality, Value, and Customer satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing, 76(2), pp193-218.
18.Cronin, J. J., Brady, M. K., Brand, R. R., Hightower, R., and Shemwell, D. J. (1997), “A Cross-Sectional Test of the Effect and Conceptualization of Service Value,” The Journal of Services Marketing, 11(6), pp.375-391.
19.Cronin, J. J. and Taylor, S. A. (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, 56(3), pp.55-68.
20.Dabholkar, P. A., Thorpe, D. I., and Rentz, J. O. (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation,” Academy of Marketing Science, 24(1), pp.3-16.
21.de Ruyter, K., Bloemer, J. and Peeters, P. (1997), “Merging Service Quality and Satisfaction: an Empirical Test of an Integrative Model,” Journal Economic Psychology, 18(4), pp.387-406.
22.Dick, A. S. and Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22(2), pp.99-113.
23.Dorfman, P. W. (1979), “Measurement and Meaning of Recreation Satisfaction,” Environment and Behavior,11(4), pp.483-510.
24.Fick, G. R.and Ritchie, J. R. B. (1991), “Measuring Service Quality in the Travel and Tourism Industry,” Journal of Travel Research, 30(2), pp.2-9.
25.Fornell, C. and Larcker, D. F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(3), pp.39-50.
26.Fornell, C. and Michael, D. J. (1911), “A Framework for Comparing Customer Satisfaction across Individual and Product Categories,” Journal of Economic Psychology, 12, pp.267-286.
27.Fornell, M. D., Johnson, E. W., Anderson, J. C., and Barbara, E. B. (1996), “ The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, 60, pp.7-18.
28.Guenzi, P. and Pelloni, O. (2004), “The Impact of Interpersonal Relationships on　Customer Satisfaction and Loyalty to the Service Provider,” International Journal of Service Industry Management, 15(4), pp. 365-384.
29.Getz, D. and Frisby, W. (1988), “Evaluating Management Effectiveness in Community-run Festival,” Journal of Travel Research, 17(1), pp.22-27.
30.Getz, D. (1989), “Special Events：Defining the Product,” Tourism Management, 10(2), pp.125-137.
31.Gravin, D. A. (1983), “Quality on the Line,” Harvard Business Review, 61(5), pp.64-75.
32.Gronroos, C. (1982), “ An Applied Services Marketing Theory,” European Journal of Marketing, 16(7), pp.30-41.
33.Harvey, J. (1998), “Service Quality: a Tutorial,” Journal of Operations Management, 16(5), pp.583-597.
34.Heskett, J. L., Thomas, O. J., Loveman, G. W., Sasser, W. E. Jr., and Schlesinger, L. A. (1994), “ Putting the Service-Profit Chain to Work,” Harvard Business Review, pp.164-170.
35.Jago, L. K. and Shaw, R. N. (1998), “Special Events : A Conceptual and Definitional Framework,” Festival Management and Event Tourism ,5(12), pp.21-32.
36.Jago, L. K. and Shaw, R. N. (1999), “Consumer Perceptions of Special Events : A Multi-stimulus Validation,” Journal of Travel and Tourism Marketing ,8(4), pp.1-24.
37.Jones, T. O. and Sasser, W. E. Jr. (1995), “Why Satisfied Customers Defect,” Harvard Business Review, 73(6), pp.88-99.
38.Kandampully, J. (1998), “Service Quality to Service Loyalty: Relationship Which Goes Beyond Customer Service,” Total Quality Management, 9(6), pp.431-443.
39.Kotler, P. (1992), “Marketing New Paradigm: What is Really Happening Out There,” Planning Review, 20(5), pp.50-52.
40.Lazarus, R. (1991), “Psychological Stress in the Workplace,” Journal of Social Behavior and Personality, 6, pp.1-13.
41.Lehtinen, U. and Lehtinen, J. R. (1991), “Two Approaches to Service Quality Dimensions,” The Service Industries Journal, 11(3), pp. 287-303.
42.Levitt, T. (1960), “Marketing Myopia,” Harvard Business Review, 38(4), pp.45-56.
43.Levitt, T. (1972), “Production-Line Approach to Service,” Harvard Business Review, 50(4), pp.41-52.
44.Oliva, T., Oliver, R. L., and MacMillan, I. C. (1992), “A Catastrophe Model for Developing Service Satisfaction Strategies,” Journal of Marketing, 56(3), pp.83-95.
45.Oliver, R. L. (1980), “A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17(4), pp.460-469
46.Oliver, R. L. (1981), “Measurement and Evaluation of Satisfaction Process in Retail Settings,” Journal of Retailing,57(4), pp.25-48.
47.Oliver, R. L. (1993), “Cognitive, Affective, and Attribute Bases of The Satisfaction Response,” Journal of Consumer Research, 20(3), pp.418-430.
48.Oliver, R. L. and Wayne, S. DeSarbo (1988), “Response Determinants in Satisfaction Judgment,” Jounal of Consumer Research, 14 (4), pp.495-507.

49.Parasuraman, A. and Grewal, D. (2000), “The impact of technology on the quality-value-loyalty chain: A research agenda,” Journal of the Academy of Marketing Science, 28(1), pp.168-174.
50.Parasurman, A., Zeithaml, V. A., and Berry, L. L. (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49, pp.41-50.
51.Parasurman, A., Zeithaml, V. A., and Berry, L. L. (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64(1), pp.12-40.
52.Parasurman, A., Zeithaml, V. A., and Berry, L. L. (1991), “Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, 67(4), pp.420-450.
53.Parasurman, A., Zeithaml, V. A., and Berry, L. L. (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60(2), pp.31- 46.
54.Patterson, P. G. and Spreng, R. A. (1997), “Modeling the Relationship between Perceived value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination,” International Journal of service Industry management, 8(5), pp.414-434.
55.Ravald, A. and Gronroos, C. (1996), “The Value Concept and Relationship Marketing,” European Journal of Marketing, 30(2), pp.19-30.
56.Reichheld, F. F. and Sasser, W. E. Jr. (1990), “Zero defections: Quality comes to services,” Harvard Business Review, 68(5), pp.105-111.
57.Sheth, J. N., Newman, B. I. and Gross, B. L. (1991), “Why We Buy What We Buy : A Theory of Consumption Values,” Journal of Business Research, 22(2), pp.159-170.
58.Singh, J. (1991), “Understanding the Sstructure of Consumer Satisfaction Evaluation of Service Delivery,” The Journal of Academy Marketing Science, 19(3), pp.223-234.
59.Spreng, A. R., Mackey, R. D. (1996), “An Empirical Examination of a Model of Perceived Service Quality and Satisfaction,” Journal of Retailing, 72(2), pp.201-214.
60.Sweeney, J. C., Soutar, G.. N. and Johson, L. W. (1999), “The Role of Perceived Risk in The Quality-Value Relationship: A Study in A Retail　Environment,” Journal of Reatiling, 75(1), pp.77-105.
61.Sweeney, J. C. and Soutar, G. N. (2001), “Consumer Perceived Value: The development of a multiple item scale”, Journal of Retailing, 77(2), pp.203-220.
62.Tam, J. L. M. (2000), “The Effects of Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intentions, ” Journal of Hospitality and Leisure Marketing, 6(4), pp.31-43.

63.Tam, J. L. M. and Wong, Y. H. (2001), “Interactive Selling: A Dynamic Framework for Services,” The Journal of Services Marketing, 15(5), pp.379-395.
64.Thaler, R. (1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4(3), pp.199-214.
65.Thrane, C. (2002), “Music Quality, Satisfaction, and Behavior Intentions Within a Jazz Festival Context,” Event management, 7(3), pp.143-150.
66.Tse, D.K. and Wilton, P.C. (1988), “Models of Consumer Satisfaction: an Extension,” Journal of Marketing Research, 25(2), pp.204-12.
67.Wakefield, R. L. (2001), “Service Quality,” The CPA Journal, 71(8), pp.58-60.
68.Westbrook, R. A. (1981), “Sources of Satisfaction with Retail Outlets,” Journal of Retailing, 57(3), pp.68-85.
69.Woodruff, R. B., Cadotte, E. R. and Jenkins, R. L. (1983), “Modeling Consumer Satisfaction Process Using Experience-Based Norms,” Journal of Marketing Research, 20(3), pp.296-304.
70.Woodruff, R. B. (1997), “Customer Value: The Nest Source of Competitive　Advantage,” Journal of Academy of Marketing Science, 25(2), pp.129-153.
71.Woodside, A. G., Frey, L., and Daly, R. T. (1989), “Linking Service Quality, Customer Satisfaction and Behavioral Intention,” Journal of Health Care Marketing, 9(4), pp.5-17.
72.Yoon, Y. and Uysal, M. (2005), “An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty：A Structural Model,” Tourism Management, 26(1), pp.45-56.
73.Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), pp.2-22.