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研究生:江俊賢
研究生(外文):Jun-Xian Jiang
論文名稱:貝氏網路估計法應用於觀光業服務利潤鏈之研究-以大鵬灣國家風景區為例
論文名稱(外文):Bayesian Application of Service-Profit Chain for Tourism Industry: An Empirical Study of the Dapeng Bay National Scenic Area
指導教授:沈建文沈建文引用關係
指導教授(外文):Chien-Wen Shen
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:運籌管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:76
中文關鍵詞:觀光業服務利潤鏈貝氏網路
外文關鍵詞:Service Profit ChainBayesian NetworksTourism
相關次數:
  • 被引用被引用:1
  • 點閱點閱:201
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
近年來,觀光的文獻開始致力於研究關於員工、顧客感受的價值或品質、顧客滿意、顧客忠誠與獲利性之間的關係,然而卻缺乏一個適用於觀光業的架構來完整描述這幾個部份。在此同時,服務利潤鏈(Service-Profit Chain)提供一個完整的架構使得公司去瞭解如何從內部建立服務價值,進而轉變為顧客感受最終轉換成利潤。因此,本篇研究的目的是建立一個適用於觀光業的服務利潤鏈,並利用大鵬灣國家風景區來實證分析評估我們的模型。在本研究中,我們提出一個適用於觀光業的概念性架構,以服務利潤鏈模型為基礎分別是內部、外部服務價值、顧客滿意、顧客忠誠與獲利性。本篇研究提出貝氏方法應用在觀光業的服務利潤鏈,建立貝氏機率推論的樣本數為26份員工問卷與1035份遊客問卷。實證結果指出內部變數中只有“薪水”(Pay)對於外部服務價值大部分變數具有關係性與影響性,在外部服務價值的變數中,“感受的價格”(Perceived Price)是影響顧客滿意最重要的變數,關於顧客滿意方面,實證分析支持顧客滿意影響顧客忠誠,在顧客忠誠的部份,結果發現“口碑”(Word-of-mouth Intention)跟“價格敏感性”(Price Sensitivity)對獲利性具有明顯的影響。相關管理意涵與未來研究建議描述於本研究的結論中。
Recently, tourism literatures have witnessed growing interest in research regarding the relationships among employee, value or quality perception of customer, customer satisfaction, customer loyalty, and profitability. However, there are lacks of the complete model addressing all critical components for the tourism industry. Meanwhile, the Service-Profit Chain (SPC) provides an integrative framework and relationship for understanding how a firm makes up the service value from internal employees and customer perceptions into profits. Therefore, the purpose of this study is to construct a SPC model suitable for tourism industry, and then to evaluate our model from empirical test of Dapeng Bay National Scenic Area. In this research, we propose a conceptual framework for tourism industry which consists of the overall relationships among the internal, external service value, customer satisfaction and loyalty, and profitability derived from the service-profit chain model. This study proposes Bayesian approach to apply the service profit chain in tourism industry. Sample data from 26 employees and 1035 tourists were collected for Bayesian probabilistic inference. Empirical findings indicate only internal variable “Pay” has influential relationships with most of the measurement variables of external service value. Among the variables of external service value, “Perceived Price” is one of the most important factors affecting the customer satisfaction. Regarding customer satisfaction, our evidences support the SPC theories that not only enhanced customer satisfaction should lead to stronger positive customer loyalty, but also customer loyalty depends on customer satisfaction. In the view of customer loyalty, results revealed that the importance of “Word-of-mouth Intention” and “Price Sensitivity” since they strongly affect the profitability. The implications of the findings and avenues for future research are delineated in the study.
ABSTRACT II
誌謝 IV
TABLE OF CONTENTS V
LIST OF TABLES VII
LIST OF FIGURES VIII
Chapter 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 3
1.3 Research Framework 3
Chapter 2 LITERATURE REVIEW 5
2.1 Service-Profit Chain 5
2.2 SPC and Tourism Industry 12
Chapter 3 MODEL CONSTRUCTION 22
3.1 The Conceptual Framework 22
3.1.1 Internal Component 23
3.1.2 External Service Value Component 24
3.1.3 Customer Satisfaction Component 26
3.1.4 Customer Loyalty Component 27
3.1.5 Profitability Component 27
3.1.6 Integrated Framework 28
3.2 Bayesian Network Model Construction 29
3.2.1 Graphical Model 32
3.2.2 Estimation-Maximization Learning 35
3.2.3 Inference 36
Chapter 4 EMPIRICAL TEST 40
4.1 Background 40
4.2 Data Collection 42
4.3 Descriptive Statistics 43
4.4 Bayesian Inference 48
4.4.1 Relationship Analysis 48
4.4.2 Prediction Analysis 53
4.4.3 Diagnostic Analysis 59
Chapter 5 CONCLUSION 64
REFERENCES 66
APPENDIX I QUESTIONNAIRE (Chinese) 71
APPENDIX II QUESTIONNAIRE (English) 74
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