臺灣博碩士論文加值系統

臺灣旅行業的發展，隨著政府推動觀光產業的政策，加上國外觀光客不斷湧進、陸客自由行的開放與臺灣老年農民旅遊興起等情形，旅行業慢慢轉變成幫消費者量身打造客製化服務的競爭模式；因此如何鎖定主要客群並規劃出最符合需求之旅遊行程，以建立公司的品牌形象，是為旅行業者重要的生存關鍵(台灣趨勢研究股份有限公司, 2012)。
本研究以台南某一家旅行社的現有客戶群為研究對象，藉由問卷調查法目的探討旅遊業的關係行銷及服務品質對於消費者的再購意願與滿意度之影響，於民國102年2月20日至5月20日期間抽樣，總共發放192份問卷，扣除掉34份無效問卷，共有158份有效問卷，有效問卷填答率為82.29%。針對有效樣本使用SPSS19.0與AMOS 21.0版軟體作為資料分析工具；資料分析內容包括敘述統計分析、信度與效度分析、獨立性T檢定與ANOVA變異數分析及結構方程模式對所有假設模式加以驗證。
研究結果發現關係行銷與服務品質 (γ= 0.489**)，關係行銷與再購意願(γ= 0.346**)，關係行銷與消費者滿意度 (γ= 0.512***)，服務品質與再購意願間 (γ= 0. 530***)，服務品質與消費者滿意度 (γ= 0.570***)，消費者滿意度與再購意願(γ= 0. 713***)間均呈現正向顯著的影響關係。

Taiwan''s travel industry, as the government''s policy to promote the tourism industry, coupled with an increasing influx of foreign tourists, Chinese tourists free travel opening up, Taiwan began elderly farmers travel and other circumstances. Travel competition model converted to help consumers tailored to customized service; therefore how to lock the main customer groups and plan out the itinerary best fits your needs, to build the company''s brand image is important for the tourism industry are the key to survival (Taiwan trends research Co., 2012).
In this study, a travel agency in Tainan existing customer base as the research object, through questionnaires explore the impact between tourism relationship marketing and service quality for consumers'' repurchase intention and satisfaction. On February 20, 2013 to May 20 period sampling, a total of 192 questionnaires were distributed, deducted 34 invalid questionnaires, a total of 158 valid questionnaires, the questionnaire effective rate is 82.29%. For effective sample using SPSS19.0 and AMOS 21.0 software version as a data analysis tool; data analysis included descriptive statistics analysis, reliability and validity analysis, independence T test and analysis of variance (ANOVA) and structural equation model for all hypothetical models to be authentication.
The results showed that relationship marketing and service quality (γ = 0.489 **), relationship marketing and repurchase intention (γ = 0.346 **), relationship marketing and consumer satisfaction (γ = 0.512 ***), service quality and re-repurchase intentions (γ = 0. 530 ***), service quality and customer satisfaction (γ = 0.570 ***), consumer satisfaction and repurchase intention (γ = 0. 713 ***) between both significant impact positively relationship.

中文摘要 i
英文摘要 ii
謝辭 iv
目次 v
表次 vii
圖次 viii
一、 緒論 …1
1.1研究背景 1
1.2研究動機 4
1.3研究目的 6
1.4研究流程 7
二、 文獻探討 8
2.1關係行銷 8
2.2服務品質 13
2.3再購意願 20
2.4消費者滿意度 25
三、 研究方法 28
3.1研究架構與假設 28
3.2研究變項操作性定義 30
3.3問卷設計 31
3.4研究對象與資料蒐集方法 37
3.5資料分析方法 39
四、 資料分析與實證結果 41
4.1樣本抽樣與回收情況 41
4.2樣本基本資料 41
4.3敘述性統計分析 43
4.4信度分析 46
4.5效度分析 50
4.6單因子變異數分析(ANOVA) 52
4.7結構方程式模式(AMOS) 60
五、 結論與建議... 66
5.1研究結論、預期貢獻與實務建議 66
5.2研究限制與後續研究建議 71
參考文獻 72
附錄-研究問卷 78

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