臺灣博碩士論文加值系統

最近十年越南觀光產生蓬勃發展，然而，越南在服務產業還未能面面俱到。因此，本研究旨在探討外國遊客至越南胡志明市觀光後對越南觀光產業之服務所產生的服務失誤、以及失誤補救措施是否能使遊客感到滿意從而產生重遊意願，並希望藉由研究理論、研究方法以及研究結果能提供一些具體的建議給業界。本研究彙整上述變數之相關文獻之理論及量表，以紙本問卷方式進行調查，從2016年1月份開始至3月份終止，主要針對到越南胡志明市的觀光客，共發了430份，回收405份有效問卷，以SPSS 18.0中文版統計軟體進行了樣本結構分析、描述性統計分析、信度分析、效度分析、迴歸分析與皮爾森 (Pearson) 相關分析，本研究發現： 1、服務失誤對遊客滿意度之影響不顯著；2、服務失誤對重遊意願之影響不顯著；3、服務補救對遊客滿意度之影響有部分顯著；4、服務補救對重遊意願之影響有部分顯著；5、服務失誤對服務補救之影響有部分顯著；6、遊客滿意度對重遊意願有顯著影響；7、人口統計變數對服務失誤、服務補救、遊客滿意度與重遊意願之影響有部分顯著差異情形。

Vietnam Tourism Industry was flourished in the last ten years. However, Vietnam service industry usually happens in the situation of service failures. Therefore, the study is going to investigate foreign tourists in Ho Chi Minh City in Vietnam's perception: They think about tourism industry of service failure, service recovery, tourists satisfaction, revisit intention. I want by study theory, research methods and research result will provide specific recommendations to the tourism industry. The literature and scale of this study I aggregated according variables of the above, I from January 2016 began to March 2016 termination, I conducted survey of questionnaires in Ho Chi Minh City tourism area for foreign tourists, I made 430 questionnaires, but I recovered 405 valid questionnaires and run descriptive statistical analysis, factor analysis, reliability analysis, validity analysis, Regression analysis and Pearson correlation analysis of SPSS 18.0 Chinese version. This study found that: 1. Service failure is not effects tourist satisfaction; 2. Service failure is not effects revisit intention; 3. Service recovery has a part of effects tourist satisfaction; 4. Service recovery has a part of effects revisit intention; 5. Service failure has a part of effects Service recovery; 6. Tourist satisfaction enhances the effects of revisit intention; 7. Demographic variables the relationships among Service Failure, Service Recovery, Tourists Satisfaction and Revisit Intention have a part of discrepancy.

摘要 I
Abstract II
目次 V
表次 X
圖次 XII
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究目的 4
第四節　研究流程 5
第五節　名詞釋義 7
第六節　研究範圍與限制 7
第二章　文獻探討 8
第一節　服務失誤 8
一、服務失誤之概述 8
二、服務失誤之相關定義 9
三、服務失誤之相關研究 10
四、服務失誤測量方法 11
五、小結 12
第二節　服務補救 13
一、服務補救之概述 13
二、服務補救之相關定義 13
三、服務補救之相關研究 15
四、服務補救測量方法 16
五、小結 18
第三節　遊客滿意度 19
一、遊客滿意度之概述 19
二、遊客滿意度之相關定義 19
三、遊客滿意度之相關研究 21
四、遊客滿意度測量方法 21
五、小結 22
第四節　重遊意願 23
一、重遊意願之概述 23
二、重遊意願之相關定義 23
三、重遊意願之相關研究 25
四、重遊意願測量方法 25
五、小結 26
第五節　研究假設 27
一、服務失誤對遊客滿意度的影響 27
二、服務失誤對重遊意願的影響 27
三、服務補救對遊客滿意度的影響 28
四、服務補救對重遊意願的影響 28
五、服務失誤對服務補救的影響 29
六、遊客滿意度對重遊意願的影響 29
七、重不同人口統計變項對服務失誤、服務補救、遊客滿意度與重遊意願之間的差異情形 30
第三章 研究方法 31
第一節　研究架構 31
第二節　研究工具 33
第三節　研究範圍與對象 33
第四節　資料分析方法 34
一、敘述性統計分析 34
二、信度分析 34
三、效度分析 35
四、因素分析 36
五、相關分析 36
（一）迴歸 (Regression) 分析 37
　（二）皮爾森 (Pearson) 相關分析 37
第五節　研究期程 37
一、專家效度時間 37
二、預試問卷調查時間 37
三、正試問卷調查時間 38
第四章 研究結果與討論 40
第一節　樣本結構分析 40
一、人口統計分析 40
（一）性別結構分析 40
（二）國籍結構分析 41
（三）年齡結構分析 43
（四）婚姻狀況結構分析 43
（五）職業結構分析 44
（六）教育程度結構分析 44
（七）旅遊伙伴結構分析 45
（八）重遊次數結構分析 45
（九）每月收入結構分析 46
（十）旅遊訊息來源結構分析 46
二、服務失誤、服務補救、遊客滿意度與重遊意願之行為特徵 47
（一）服務失誤各題項之描述 47
（二）服務補救各題項之描述 48
（三）遊客滿意度各題項之描述 49
（四）重遊意願各題項之描述 49
第二節　因素分析與效度分析 50
一、服務失誤之因素分析 50
二、服務補救之因素分析 52
三、人口統計對服務失誤、服務補救、遊客滿意度與重遊意願變異數之差異分析 53
（一）不同性別對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 54
（二）不同年齡對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 55
（三）不同婚姻狀況對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 56
（四）不同職業對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 57

（五）不同教育程度對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 59
（六）不同旅遊伙伴對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 60
（七）不同重遊次數對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 62
（八）不同每月收入對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 63
（九）不同旅遊訊息來源對服務失誤、服務補救、遊客滿意度與重遊意願各構面量表之差異考驗 66
第三節　相關分析 68
一、迴歸分析 68
（一）服務失誤與遊客滿意度之預測驗證 68
（二）服務失誤與重遊意願之預測驗證 69
（三）服務補救與遊客滿意度之預測驗證 69
（四）服務補救與重遊意願之預測驗證 70
（五）遊客滿意度與重遊意願之預測驗證 71
二、皮爾森 (pearson) 相關分析 72
第四節 研究結果與討論 72
一、服務失誤對遊客滿意度有顯著影響 72
二、服務失誤對重遊意願有顯著影響 73
三、服務補救對遊客滿意度有顯著影響 73
四、服務補救對重遊意願具有顯著影響 74
五、服務失誤對服務補救有顯著影響 74
六、遊客滿意度對重遊意願有顯著影響 75
七、人口統計變數對服務失誤、服務補救、遊客滿意度與重遊意願之間的差異情形 75
八、本研究假設驗證總結 76
第五章 結論與建議 78
第一節 研究結論 78
一、服務失誤對遊客滿意度之影響 78
二、服務失誤對重遊意願之影響 78
三、服務補救對遊客滿意度之影響 79
四、服務補救對重遊意願之影響 80
五、服務失誤對服務補救之影響 80
六、遊客滿意度對重遊意願之影響 81
七、人口統計變數對服務失誤、服務補救、遊客滿意度與重遊意願之影響 82
第二節 研究建議 83
一、管理建議 83
二、未來研究建議 84
參考文獻 85
一、中文 85
二、外文 87
附錄1：預試問卷 97
附錄2：正式問卷 101

參考文獻

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Vietnam Economic Development Bureau website
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