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研究生:陳美惠
研究生(外文):Mei-hui Chen
論文名稱:滿意度、信任、關係價值與承諾之關聯性研究-以旅行社通路成員為例
論文名稱(外文):Investigating relationships between Satisfaction, Trust, Relationship Value and Commitment : A Case of Travel Agencies
指導教授:陳勁甫陳勁甫引用關係
指導教授(外文):Ching-fu Chen
學位類別:碩士
校院名稱:南華大學
系所名稱:旅遊事業管理學研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:117
中文關鍵詞:承諾關係價值信任旅行社滿意度
外文關鍵詞:satisfactiontrustrelationship valuecommitmenttravel agency
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  隨著行銷方式的轉變,「關係價值」成為企業越來越重視的一個概念,對企業管理而言留住顧客也成為新探討的議題。本研究的目的為探討在旅行社通路中滿意度、信任、關係價值及承諾之關係。
 
  問卷由五個部分所組成,包含滿意度、信任、關係價值、承諾及公司特性,研究對象為台灣省旅行商業同業公會會員,總共獲得的有效問卷為163份,以結構方程模式進行實證分析。
 
  研究結果指出滿意度與信任會透過關係價值正向顯著影響承諾,此外,關係價值會正向顯著影響承諾。本研究結果不只證實在關係行銷策略中,關係滿意度、信任、關係價值及承諾之理論架構,並能提供旅行業者建立長遠關係之參考。
  Along with the transition of marketing strategies, relationship value becomes more and more important concept for business. Customer retention appears to be an emerging issue for business management. This study is to investigate the relationships between satisfaction, trust, relationship value and commitment on the case of travel agencies.
 
  The questionnaire consists of five sections including satisfaction, trust, relationship value, commitment and respondent characteristics. Choosing members of the Taiwan association of travel agents, a total of 163 useful samples were obtained. Using structural equation model (SEM) to examine the theoretical model, the main findings indicate that both satisfaction and trust, mediated by relationship value, have a positive direct impact on commitment. Besides, relationship value has a direct impact on commitment. This study not only testify the theoretical structure of satisfaction with relationship, trust, relationship value and commitment in relationship marketing strategies but also provide the industry references for building up long-term relationship.
中文摘要 …………………………………………………………… i
英文摘要 …………………………………………………………… ii
目錄 …………………………………………………………… iii
表目錄 …………………………………………………………… v
圖目錄 …………………………………………………………… vii
 
第一章 緒論……………………………………………………… 1
 
第二章 文獻探討………………………………………………… 10
2.1 關係品質的定義………………………………………… 10
2.2 滿意度…………………………………………………… 17
2.3 信任……………………………………………………… 23
2.4 關係價值………………………………………………… 28
2.5 承諾……………………………………………………… 33
2.6 各構面關係之探討……………………………………… 37
 
第三章 研究方法………………………………………………… 40
3.1 研究架構………………………………………………… 40
3.2 研究假設………………………………………………… 41
3.3 變數操作型定義………………………………………… 44
3.4 問卷設計………………………………………………… 46
3.5 抽樣方法………………………………………………… 49
3.6 資料分析方法…………………………………………… 50
 
第四章 實證分析與結果………………………………………… 56
4.1 問卷回收統計與基本資料分析………………………… 56
4.2 變項信度分析…………………………………………… 60
4.3 模式內在結構配適度分析……………………………… 66
4.4 結構關係模式之結果…………………………………… 76
4.5 潛在變項直接與間接效果分析………………………… 84
 
第五章 結論與建議……………………………………………… 86
5.1 結論……………………………………………………… 86
5.2 建議事項………………………………………………… 90
 
參考文獻 …………………………………………………………… 93
 
附錄一 調查問卷………………………………………………… 114
一、中文部分
 
1.丁興祥,李美枝,陳皎眉(民80),社會心理學,國立空中大學。
 
2.方世榮(民91),關係價值、關係品質與忠誠度之探討-零售銀行業的實證研究,管理學報,19(6): 1097-1130。
 
3.方世榮譯 (民91),Egan, John 原著, 「關係行銷(Relationship Marketing)」, 初版, 五南圖書出版股份有限公司。
 
4.方世榮、黃美卿,(民91),銀行業關係價值-忠誠度模式之實證研究,輔仁管理評論,第八卷第二期,頁46-70。
 
5.方靜儀,(民93),休閒渡假旅館關係品質模式之研究---以統茂休閒旅館系列為例,南華大學旅遊事業管理研究所碩士論文。
 
6.方資文,(民92),關係價值、滿意度與顧客忠誠度關係之實證研究─以國泰人壽為例,義守大學管理科學研究所碩士論文。
 
7.王郁惠﹝民86),「服務業類別、關係行銷與顧客忠誠度關係之研究」,國立中正大學企業管理研究所未出版之碩士論文。
 
8.林若慧,(民87),旅行業組織關係行為之研究,中國文化大學觀光事業研究所碩士論文。
 
9.林文寶(民91),關係品質與行銷績效關聯性之研究,企業管理學報 ,55:47-82。
 
10.吳秉諭,(民91),從關係涉入觀點探討組織間合作關係,靜宜大學企業管理研究所碩士論文。
 
11.周文賢,(民93)。多變量統計分析,台北:智勝文化事業有限公司。
 
12.邱彩鳳,(民93),「關係品質、滿意度與忠誠度關係之研究-以嘉義市證券商為例」,南華大學管理科學研究所碩士論文。
 
13.施義輝(民85),「台灣地區旅遊業關係品質模式建 立之實證研究」,國立雲林技術學院企業管理研究所 碩士論文。
 
14.莊景弼(民89),「我國網路銀行關係品質模式之研 究」,私立大葉大學資訊管理研究所碩士論文。
 
15.許季秦,(民93),關係行銷、服務品質與關係品質之關聯性研究---以資訊教育業為例,國立中正大學資訊管理學系碩士論文。
 
16.陳康莊(民91),關係品質與忠誠度關係之研究—以中華電信公司ADSL顧客為例,國立交通大學經營管理研究所碩士論文。
 
17.陳建州(民91),顧客滿意、信任與承諾影響因素之探討-以銀行個人理財部門為例,私立銘傳大學企業管理研究所碩士論文。
 
18.黃威智(民91),信任與關係承諾對供應鏈組織耦合度的影響-資訊產業為例,國立清華大學科技管理研究所碩士論文。
 
19.曹勝雄,(民90),觀光行銷學,揚智文化事業股份有限公司。
 
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21.董景福(民90),國際運輸服務業關係品質、服務構面與服務價值關係之研究,中山大學企業管理研究所碩士論文。
 
22.劉素琴(民88),「從關係價值與關係品質探討顧客忠 誠度—銀行業之實證研究」,國立雲林科技大學企業 管理研究所未出版碩士論文。
 
23.劉俊宏(民84),「服務業銷售過程中,關係品質之 研究—以台灣地區廣告代理商為例」,國立中正大學 企業管理研究所碩士論文。
 
24.劉伊真(民89),台灣地區航空貨運承攬業關係價值、關係強度與客戶忠誠度模式之研究,國立海洋大學航運管理研究所碩士論文。
 
25.劉素琴,(民89)。從關係價值與關係品質探討顧客忠誠度-銀行業之實證研究,國立雲林科技大學企業管理研究所碩士論文。
 
26.鄭永安,(民88),〈民航駕駛員工作壓力模式之研究—以中華航空公司為例〉,國立交通大學運輸工程與管理研究所碩士論文。
 
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