臺灣博碩士論文加值系統

中文摘要
旅遊業面對日益激烈的競爭，以及顧客的需求愈來愈高，因此，如何了解客戶需求並滿足客戶，將是旅遊業者關注的課題，且旅遊業是以人為主的行業，服務過程的服務失誤會帶來負面的聲音，然透過補救措施可以獲得客戶的滿意度與忠誠度的訊息，確保補救措施的有效性，有助企業的績效與獲利。

本研究設計了旅遊業服務失誤的情境，利用問卷測試受訪者於服務失誤補救後，對消費者的滿意度以及忠誠度之影響，本研究目的是為了探討旅行社提供服務補救後，對於顧客滿意度與忠誠度之間的影響。

本研究使用問卷調查方式收集資料，並採用統計工具如敘述統計、信效度分析、因素分析、相關分析、路徑分析，進行資料分析，其研究結果發現：(1)消費者對旅行社所提供服務補救措施之感受，對其服務補救滿意度有顯著正向影響；(2)消費者對旅行社所提供服務補救措施之感受，對其忠誠度有顯著正向影響；(3)消費者對旅行社所提供服務補救後滿意度對忠誠度有顯著的正向影響；(4)不同人口統計變數對服務補救滿意度無顯著的影響；(5)不同人口統計變數對服務補救忠誠度無顯著的影響。

本研究建構出理論與實務，不但可協助業者在服務失誤補救上做出最適合的決策，同時有助於企業整體發展，而其研究結果也可作為業界及後續研究參考之依據。




關鍵字：服務失誤、服務補救、滿意度服務滿意度、顧客忠誠度

Travel industries face the rapid increasing competitive environment and complicated
customer’ demands. Therefore how to understand and satisfy customers’ demands is the
important issue for travel industries. Travel industries offer people the whole service of travel.
Service failure affects the satisfaction of customers in the service process. Thought service
recovery can gain customer satisfaction and loyalty. If the service recovery is available, it will
improve the corporation performance and increase profits.
This study designs condition of service failure in the service process and uses the survey
questionnaire to investigate the respondents’ perception. The purpose of this study is to
understand the effects upon the service recovery for customer satisfaction and loyalty. It
explores the relation between customer satisfaction and loyalty further.
The survey questionnaire based on data collection and the method of analysis had
description analysis, reliability and validity analysis, factor analysis, correlation analysis, path
analysis. Results of statistical analyses provided five important conclusions as follows：(1)
Travel agencies offer service recovery has positive influence on customer satisfaction; (2)
Travel agencies offer service recovery has positive influence on customer loyalty; (3) The
satisfaction of service recovery has positive influence on customer loyalty; (4) Consumers’
demographic variables haven’t influence on the customer satisfaction of service recovery;
(5)Consumers’ demographic variables haven’t influence on the customer loyalty of service
recovery.
In this study, we construct the theory and the practice not only to help the business making
the most appropriate decision for service failure recovery strategies but also to contribute to the
overall development of the enterprise. And the findings can be used as the basis for the industry
and as the reference of follow-up studies.

目 錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的與貢獻 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 旅遊業概況 5
第二節 服務失誤 17
第三節 服務補救滿意度 18
第四節 消費者忠誠度 20
第三章 研究設計 24
第一節 研究架構 24
第二節 研究假說 25
第三節 變數定義與衡量 25
第四章 實證研究 38
第一節 樣本結構分析 38
第二節 信度分析(RELIABILITY) 42
第三節 效度之分析 47
第四節 變異數分析服務補救滿意度及忠誠度 49
第五節 人口統計與服務補救後顧客滿意度變異數之分析 51
第六節 人口統計與服務補救後忠誠度變異數之分析 55
第七節 迴歸分析 59
第八節 路徑分析 60
第五章 結論與建議 61
第一節 結 論 61
第二節 建 議 62
第三節 研究限制 65
參考文獻 66
ㄧ、中文部份 66
二、英文部分 67
附 錄 71

表目錄
表2-1 台灣地區各縣市旅行社類別與數量 11
表3-1 服務補救變項的操作性定義與衡量問項表 26
表3-2 補救後顧客滿意度 27
表3-3 消費者忠誠度的衡量 28
表3-4 CRONBACH’S Α係數值判定 31
表3-5 KMO統計量值判定 33
表4-1 受訪者性別分佈 38
表4-2 受訪者婚姻狀況分佈 39
表4-3 受訪者小孩狀況分佈 39
表4-4 受訪者年齡分佈 40
表4-5 受訪者學歷分佈 40
表4-6 受訪者職業類別分佈 41
表4-7 受訪者每月平均收入分佈 41
表4-8 受訪者每年出國次數分佈 42
表4-9 信度分析表 42
表4-10 補救措施之因素分析 43
表4-11 服務補救後滿意度之因素分析 45
表4-12 顧客忠誠度之因素分析 46
表4-13 各變項之效度分析 47
表4-14 服務補救後對態度滿意度之變異數分析 49
表4-15 服務補救後對顧客忠誠度之變異數分析 50
表4-16 性別對補救後顧客滿意度之變異數分析 51
表4-17 婚姻狀況對補救後顧客滿意度之變異數分析 51
表4-18 有無小孩狀況對補救後顧客滿意度之變異數分析 52
表4-19 年齡對補救後顧客滿意度之變異數分析 52
表4-20 學歷對補救後顧客滿意度之變異數分析 52
表4-21 職業別對補救後顧客滿意度之變異數分析 53
表4-22 每月平均收入對補救後顧客滿意度之變異數分析 53
表4-23 每年出國的次數對補救後顧客滿意度之變異數分析 54
表4-24 性別對補救後忠誠度之變異數分析 55
表4-25 婚姻狀況對補救後忠誠度之變異數分析 55
表4-26 有無小孩狀況對補救後忠誠度之變異數分析 56
表4-27 年齡對補救後忠誠度之變異數分析 56
表4-28 學歷對補救後忠誠度之變異數分析 57
表4-29 職業別對補救後忠誠度之變異數分析 57
表4-30 每月平均收入對補救後忠誠度之變異數分析 57
表4-31 每年出國的次數對補救後忠誠度之變異數分析 58
表4-32 服務補救後滿意度對顧客忠誠度之迴歸分析 59
表4-33 研究模型整體配適度 60
表5-1 研究假設成立情況表 61

圖目錄
圖1-1研究流程圖 4
圖3-1消費者對旅遊業服務失誤與補救滿意度與忠誠度之研究架構 24
圖3-2 路徑圖 35

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