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研究生:楊淑惠
研究生(外文):Shu-Hui Yang
論文名稱:領隊人員之服務行為對服務滿意影響之研究
論文名稱(外文):Effects of tour leader’s service behavior on servicesatisfaction
指導教授:黃豪臣黃豪臣引用關係
指導教授(外文):Hao-Chen Huang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:商務經營研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
畢業學年度:100
語文別:中文
論文頁數:79
中文關鍵詞:服務行為顧客滿意度顧客忠誠度
外文關鍵詞:Service BehaviorCustomer SatisfactionCustomer Loyalty
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本研究目的為探討領隊人員服務行為對顧客滿意度及顧客忠誠度之影響。本研究
建構一個理論模型以檢驗變數之間的關係,資料以問券方式蒐集,並以迴歸分析檢測
三個假說。本研究以221位旅遊顧客為研究對象,實證結果顯示:領隊人員角色內服務
行為與顧客滿意度有顯著正向影響,其次領隊人員角色外服務行為與顧客滿意度亦有
顯著正向影響,且顧客滿意度與顧客忠誠度有顯著正向影響。本研究之研究成果,期
望能提供給對旅遊業者作為增進顧客對旅行社忠誠時決策的參考。
The objective of this study is to investigate the effects of group leader's service behaviors to the customer's feedback regarding their satisfaction and loyalty. This study is intended to establish a theoretical model to evaluate the relationship among several valuables. Data collection is based on a specially designed questionnaire. Three hypotheses regarding the role of group leader, the customer satisfaction, and customers royalty are evaluated based on regression analyses. 221 samples, who have traveled in the past, are randomly selected and told to fill out the questionnaire voluntarily.
The results indicate that there are significant positive impacts of the group leader's service behaviors ,as the role of group leader, to the customers' satisfactory level. Besides, the service behaviors of group leaders , not as a role of group leader, also have significant positive impacts to the customer satisfaction. Furthermore, it is also found that customer satisfaction has significant positive impact to customer loyalty.
It is expected that the findings of this study would provide a meaningful guidance for the traveling companies to improve their services to customers and to enhance their customers loyalty.
中文摘要…………………………………………………………………………… i
英文摘要…………………………………………………………………………… ii
目錄………………………………………………………………………………… iii
表目錄……………………………………………………………………………… v
圖目錄……………………………………………………………………………… vi
第一章 緒論............................................................................................................ 1
1.1 研究動機與目的................................................................................. 1
1.2 研究問題............................................................................................. 2
1.3 研究流程............................................................................................. 3
第二章 文獻探討.................................................................................................... 5
2.1 旅遊業概況......................................................................................... 5
2.2 服務品質............................................................................................. 21
2.3 服務滿意度......................................................................................... 24
2.4 顧客忠誠度......................................................................................... 26
第三章 研究方法與設計........................................................................................ 29
3.1 研究架構............................................................................................. 29
3.2 研究假說............................................................................................. 30
3.3 變數操作性定義與衡量..................................................................... 31
3.4 資料蒐集............................................................................................. 35
3.5 資料分析方式..................................................................................... 37
iv
第四章 實證分析結果............................................................................................ 38
4.1 敘述統計分析..................................................................................... 38
4.2 排序分析.................. .......................................................................... 40
4.3 因素分析............................................................................................. 45
4.4 迴歸分析............................................................................................. 52
4.5 變異數分析......................................................................................... 56
第五章 研究結論與建議........................................................................................ 69
5.1 研究結論............................................................................................. 69
5.2 建議..................................................................................................... 71
5.3 研究限制............................................................................................. 72
5.4 未來究方向......................................................................................... 73
參考文獻.................................................................................................................. 74
附錄:研究問卷......................................................................................................... 76
一、中文部分
1.永安旅訊新法社編輯 出國領隊百科 初版 (1982) 台北:編者發行。
2.TATA領隊萬用手冊 (1991) 台北:台北市旅行商業同業公司,陳瑤池。
3.容繼業 (1992) 旅行業管理實務篇。台北:揚智文化事業股份有限公司。
4.交通部觀光局 (1993) 旅行業導遊、領隊人員簡介。台北:交通部觀光局。
5.葉英正 (1994) 觀光術語。台北:新學仁出版社。
6.劉展強 (1994) 旅遊業成功經營管理。台北:韜胳出版公司。
7.孫慶文 (1999) 我國國際領隊專業能力評估因素之研究。私立中國文化大學觀光平等研究所碩士論文。
8.林燈燦 (1999) 觀光導遊與領隊-理論與實務。台北:五南圖書出版公司。
9.陳嘉隆 (2000) 旅運業務。台北:新陸書局。
10.蔡必昌 (2001) 旅遊業務。台北:楊智文化事業有限公司。
11.陳嘉隆 (2002) 旅行業經營與管理。台北:自行出版。
12.黃見益 (2005) 財富管理顧客忠誠度之探討-以中國國際商業銀行財富管理部門為例”。國立東華大學企業管理學系在職專班碩士論文。
13.鍾欣蘭 (2008) 服務品質、企業形象與顧客滿意度之關聯性研究-以台灣銀行為。例”。國立成功大學碩士論文。


二、英文部分
1.Anderson, E. W., Class, F. N., & Roland, T. R. (1997). Customer satisfaction, productivity, and profitability: Difference between goods and services. Marketing Science, 16 (2), 129-145.
2.Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994). Customer Satisfaction, Market Share, and Profitability: Finding from Sweden. Journal of Marketing, 12, 53-66.
3.Bitner, M. J., Booms, B. H., and Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, 71-84.
4.Brief, A.P. and Motowidlo, S.J. (1986). Prosocial Organizational Behaviors, Academy of Management Review, 11(1), 710-725.
5.Cronin, J.J. and Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(July), 55-68.
6.Cohen. E., (1985), “The Tours it Guide: the Orgins, Structure and Dynamic of Role” , Annals of Tourism Research, Vol.12, No.1, pp.5-29.
7.Furinto, A., Pawitra, T. and Balqiah, T.E. (2009). Designing competitive loyalty programs: How types of program affect customer equity. Journal of Targeting, Measurement and Analysis for Marketing, 17 (4), 307-319.
8.Gronholdt, L., Martensen, A. and Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11, 509-516.
9.Kotler, P. (2003). Marketing Management, New Jersey: Prentice-Hall.
10.Morgan, J. (2009), Customer information management (CIM): The key to successful CRM in financial services. Journal of Performance Management, 22(1), 36-54
11.Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
12.Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). SERVQUAL:A multiple-item scale for measuring service quality. Journal of Retailing, 64(1), 12-40.
13.Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.
14.Quiroga, I., (1990),”Charateristics of Package Tour in Europe”, Annals of Tourism Research, Vol.12, PP.185-207.
15.Stum, D.L. and Thiry, A. (1991). Building customer loyalty. Training and Development Journal, April, 34-36.
16.Westbrook, R.A. (1981). Sources of consumer satisfaction with retail outlets. Journal of Retailing, 57(3), 68-74.
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