臺灣博碩士論文加值系統

本研究旨在探討 2010 澎湖海上花火節活動，對觀光客之背景變項在服務品質、關係品質及顧客忠誠度差異情形。經統計分析發現：一、不同性別之觀光客在服務品質與關係品質上男性皆顯著高於女性。二、不同年齡之觀光客在服務品質上 31-40 歲顯著高於 20 歲(含)以下；關係品質 31-40 歲顯著高於 20 歲(含)以下與 21-30 歲。三、不同教育程度之觀光客在顧客忠誠度上高中(職) 顧客忠誠度顯著高於大學(專)。四、不同職業之觀光客在關係品質上工(商)業與服務與自由業顯著高於學生；在顧客忠誠度上服務與自由業顧客忠誠度顯著高於農(漁)業。五、不同月收入之觀光客在服務品質上 4萬-6萬(含)顯著高於 2萬(含)以下。六、不同居住地區之觀光客在關係品質上中部與南部顯著高於離島。七、觀光客服務品質、關係品質對顧客忠誠度預測力之比較分析，關係品質達顯著進入迴歸方程式，其 F 值為 53.559(p<.05)，其 R2 為 0.212，表示此方程式對澎湖海上花火節觀光客的顧客忠誠度之解釋變異量為 21.2%，其中以關係品質的解釋力最高。以上結果提供主辦單位及未來相關研究參考。

This study aimed to investigate the Fireworks Festival PengHu 2010, the background variables differences of tourists in the service quality, relationship quality and customer loyalty. The statistical analysis: 1. different gender in the service quality and relationship quality, male significantly higher than femals. 2. different age of tourists in the service quality, 31-40 years were significantly higher than 20 years; in the relationship quality, 31-40 years were significantly higher than 20 years and 21-30 years. 3. tourists with different educational levels in loyalty, the high school were significantly higher than the University. 4. tourists of different occupations in the relationship quality, engineering (Business) industry and services and freedom industry were significantly higher than students; in loyalty, services and freedom industry were significantly higher than agriculture and fisheries. 5. different monthly income of tourist, 40-60 thousand dollars were significantly higher than following of 20 thousand dollars. 6. the different residence tourists in the relationship quality, central and southern regions were significantly higher than islands region. 7. comparative analysis of predictive power in the tourist service quality, relationship quality and customer loyalty, Relationship quality was significantly into the regression equation, the F = 53.559 (p <.05) and R2 = 0.212, this equation can explain that loyalty explained variance was 21.2% in Fireworks Festival PengHu, the highest explanatory of explained variance in the relationship quality. These results provide the organizers and future research references.

目錄
第壹章 緒論.................................................................1
第一節 研究背景與動機...................................................1
第二節 研究目的.........................................................2
第三節 研究假設.........................................................3
第四節 研究範圍與對象...................................................3
第五節 研究限制.........................................................3
第六節 名詞解釋.........................................................4
第貳章 文獻探討.............................................................7
第一節 節慶活動.........................................................7
第二節 服務品質.........................................................9
第三節 關係品質........................................................12
第四節 顧客忠誠度......................................................14
第?H章 研究方法............................................................16
第一節 研究對象與範圍..................................................16
第二節 研究流程........................................................17
第三節 研究工具........................................................18
第四節 資料分析方法....................................................23
第肆章 結果分析............................................................25
第一節 受試者基本資料描述..............................................25
第二節 受試者遊憩體驗描述..............................................30
第三節 不同背景變項觀光客在服務品質上之差異比較分析....................37
第四節 不同背景變項觀光客在關係品質上之差異比較分析....................47
第五節 不同背景變項觀光客在顧客忠誠度上之差異比較分析..................54
第六節 不同遊憩體驗變項觀光客在服務品質、關係品質與顧客忠誠度上之
差異比較分析....................................................58
第七節 觀光客服務品質、關係品質對顧客忠誠度預測力之比較分析............67
第伍章 討論................................................................69
第一節 變項分析........................................................70
第二節 不同背景變項觀光客對服務品質之差異..............................70
第三節 不同背景變項觀光客對關係品質之差異..............................71
第四節 不同背景變項觀光客對顧客忠誠度之差異............................71
第五節 不同遊憩體驗變項觀光客對服務品質、關係品質與顧客忠誠度上之差異..72
第陸章 結論與建議..........................................................73
第一節 結論............................................................73
第二節 建議............................................................75
參考文獻...................................................................77
附錄.......................................................................85

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