臺灣博碩士論文加值系統

觀光休閒產業已成為國家發展重要的策略性產業之一，休閒產業若能提昇服務品質增加顧客的滿意，則可有效的建立顧客的忠誠度，增加新的客源與維持既有顧客的重遊意願。因此，本研究在探討服務品質之各項主要的影響因素及顧客滿意與否對顧客行為意圖之影響。由現行經營型態之「服務品質」與「個人特質」對顧客行為意圖之差異性再作探討分析。本研究以台南市六甲區『南元休閒農場』為例，使用開放式問卷，採配額抽樣與便利抽樣兩項方式彈性實施，對從事休閒與體驗活動的遊客，提供問卷請求受訪者填答回收後進行實證研究。
研究結果發現： 1.「服務品質」對「顧客滿意」有顯著正向影響。2.「服務品質」對「顧客忠誠」有顯著正向影響。3.「顧客滿意」對「顧客忠誠」有顯著正向影響。4.「個人特質」對「顧客忠誠」透過中介變項除了「個人所得」略有些微的差異，其他尚未發現顯著之差異。

The tourism and leisure industry has become one of the vital and strategic industries in the nation’s development. If tourism and leisure can improve customer satisfaction while promoting service quality , it can be efficient in building stronger customer loyalty ,winning new customers and keeping existing customers coming back. Therefore , the purpose of this research is to explore and discuss various major influence of service quality and the effect of customer behavior’s intention depending on customer satisfaction. The research is also to explore and analyze the variation of behavioral intentions through the service quality and personal characteristics of a recent management model. Take a case study of Nan Yoan Garden Resort Farm at Lioujia area, Tainan City. The study uses open-ended questionnaire, purposive sampling and convenience sampling to collect date from visitors at Nan Yoan Garden Resort Farm and does an empirical study. The analysis results indicate:
(1) Service quality has a significant positive effect upon customer satisfaction.
(2) Service quality has a significant positive effect upon customer loyalty.
(3) Customer satisfaction has a significant effect upon customer loyalty.
(4) Personal characteristic has no significant correlation on customer loyalty, despite that one intervening variable, personal income, has a slightly positive effect on customer loyalty.

書名頁 ⅰ
碩博士論文授權書 ⅱ
論文口試委員審定書 ⅲ
中文摘要 ⅳ
英文摘要 ⅴ
誌謝 ⅵ
目錄 ⅶ
表目錄 ⅸ
圖目錄 ⅹ
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 4
第三節 研究範圍 5
第二章 文獻探討 7
第一節 休閒農場相關文獻 7
第二節 服務品質相關文獻 14
第三節 顧客滿意相關文獻 23
第四節 顧客忠誠相關文獻 33
第三章 研究方法 37
第一節 研究流程 37
第二節 研究架構 39
第三節 研究假設 40
第四節 問卷設計 41
第五節 抽樣設計 49
第六節 資料分析方法 52
第四章 資料分析 55
第一節 樣本結構分析 56
第二節 量表信效度分析 61
第三節 服務品質對顧客忠誠之影響效果分析 71
第五章 結論與建議 74
第一節 研究結論 74
第二節 研究建議 78
第三節 研究限制與後續研究建議 82
參考文獻 84
附錄一：問卷 91

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