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研究生:江姿儀
研究生(外文):Tzu-yi Chiang
論文名稱:旅行社環島鐵路聯盟關係管理之研究
論文名稱(外文):THE STUDY ON RAILWAY ALLIANCES RELATIONSHIP MANAGEMENT OF TRAVEL AGENCY CONCERN
指導教授:沈進成沈進成引用關係
指導教授(外文):Ching-cheng Shen
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:87
中文關鍵詞:鐵路聯盟關係行銷關係績效關係品質
外文關鍵詞:CRMRailway alliancesRelationship qualityRelationship performance
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論文摘要內容:
  台灣高速鐵路通車後,將對台灣西部旅遊型態產生影響,鐵路與旅遊的整合益顯重要。由於鐵路運量大,加上國內旅遊業家數眾多,規模不大,鐵路聯盟的運作方式因而產生,同時將成為鐵路與旅遊整合發展的關鍵所在。本研究乃以鐵路聯盟關係行銷、關係品質及關係績效為研究主題,以參加鐵路聯盟之旅行社為問卷調查對象。實證分析結果顯示:1.關係利益中以「市場拓展」為最高,其次依序為「提昇競爭力」。2.關係管理中以「行銷管理」為最高,其次依序為「夥伴管理」。3.關係維繫中以「會議聯誼」為最高,其次依序為「合作維繫」。4.關係品質中以「信任」為最高,其次為「滿意度」。5.關係拓展中以「利益拓展」為最高,其次依序為「異業結盟」。6.關係忠誠度中以「聯盟承諾」為最高,其次依序為「推薦成員」。7.關係管理對關係利益、關係維繫及關係品質有正向顯著影響關係。8.關係維繫會顯著正向影響關係品質。9.關係利益會正向影響關係品質,但影響不顯著。10.關係品質會正向顯著影響關係拓展與關係忠誠度程度。11.關係品質是關係管理、關係維繫影響關係忠誠及關係拓展的重要中介變數。
Abstract
  After Taiwan High Speed Rail begin to travel through, Taiwan western part travel style will be influenced. For this reason, integration of railway and travel become more important. Because the huge capacity of railway transportation and many small travel agency in our country, railway alliances was produced, which will become the key point of developing integration of railway and travel at the same time. The research is undertaken for the travel agency concern which attend railway alliances. We conluded the 1.〝market develops〞is the first level of relation profit;the second is〝raise competitiveness〞. 2.〝marketing management〞is the first level of relation management;the second is〝partner management〞. 3.〝metting association〞is the first level of relation maintenance;the second is〝cooperation maintenance〞. 4.〝trust〞is the first level of relation quality;the second is〝satisfaction〞. 5.〝profit develops〞is the first level of relation develops;the second is〝strategic alliances〞. 6.〝alliances promise〞is the first level of relation royal;the second is〝recimmendation members〞. 7.relation management has positive influence on relation profit, relation maintenance and relation quality. 8.relation maintenance has positive influence on relation quality. 9. relation profit has positive influence on relation quality,but not evidently. 10. relation quality has positive influence on relation quality and relstion loyal. 11. The LISREL analysis indicated that relation quality is a mediating variable between relation management,relation maintenance, relation royal and relation profit.
目 錄
中文摘要............................ i
英文摘要............................ iii
目錄.............................. v
表目錄............................. vii
圖目錄............................. viii
 
第一章 緒論............................ 1
1.1研究動機與背景.................... 1
1.2研究目的........................ 3
1.3研究範圍與對象........................ 4
1.4研究流程........................ 4
 
第二章 文獻回顧........................ 6
2.1策略聯盟........................ 6
2.2關係行銷........................ 8
2.3關係利益........................ 10
2.4關係管理............................. 11
2.5關係維繫........................ 14
2.6關係品質........................ 16
2.7關係拓展........................ 18
2.8關係忠誠度........................ 19
2.9環島鐵路旅遊聯營中心...................... 21
 
第三章 研究方法........................ 27
3.1研究架構........................ 27
3.2研究假設........................ 28
3.3變項的操作型定義.................... 29
3.4問卷設計....................... 32
3.5資料分析方法...................... 32
 
第四章 研究結果與討論...................... 34
4.1樣本社經背景分析.................... 34
4.2關係利益分析..................... 36
4.3關係管理分析..................... 40
4.4關係維繫分析..................... 46
4.5關係品質分析..................... 51
4.6關係拓展分析..................... 53
4.7關係忠誠度分析..................... 57
4.8關係利益、關係管理、關係維繫、關係品質、關係拓展及關係忠誠影響關係模式 60
 
第五章 結論與建議........................ 70
5.1結論............................. 70
5.2建議............................. 72
 
參考文獻............................ 73
附錄一 問卷.......................... 80
附錄二 旅行社業者的名稱與地址、電話................. 85
 
 
表 目 錄
表2.1環島鐵路聯盟的加盟成員...................... 24
表4.1樣本特性分析........................ 35
表4.2關係利益因素分析與信度分析 .................. 38
表4.3關係利益現況分析................... 40
表4.4關係管理因素分析與信度分析.................. 43
表4.5關係管理的同意度分析................... 45
表4.6關係維繫因素分析與信度分析................... 48
表4.7關係維繫現況分析................... 50
表4.8關係品質因素分析與信度分析................... 52
表4.9關係品質現況分析.................. 53
表4.10關係拓展因素分析與信度分析................ 55
表4.11關係拓展現況分析.................. 56
表4.12關係忠誠度因素分析與信度分析............. 58
表4.13關係忠誠度現況分析................. 59
表4.14整體模式配適度指標................ 62
表4.15整體樣本之模式基本配適度指標........... 64
表4.16整體樣本之模式內在結構配適度指標............... 65
表4.17整體樣本潛在變數間的影響效果........... 68
 
 
圖 目 錄
圖1.1研究流程圖......................... 5
圖2.1環島鐵路旅遊聯營中心組織.......................... 25
圖3.1研究架構..................... 28
圖4.1關係利益、關係管理、關係維繫、關係品質、關係拓展及 69
關係忠誠度影響關係模式..................
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