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研究生:陳國欣
研究生(外文):TRAN,QUOC-HAN
論文名稱:目的地意象、服務品質、口碑對顧客價值、滿意度關係之研究-以越南下龍灣之台灣遊客為例
論文名稱(外文):A Study of Relationship among Destination Image, Service Quality, Word-of Mouth, Customer Value, Satisfaction Intention-A Case of Ha Long Bay in Vietnam to Taiwan Tourists
指導教授:許建隆許建隆引用關係
指導教授(外文):HSU,CHIEN-LUNG
口試委員:王高樑陳立偉
口試委員(外文):WANG,KAO-LIANGCHEN,LI-WEI
口試日期:2016-06-13
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
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:2016
畢業學年度:104
語文別:中文
論文頁數:64
中文關鍵詞:目的地意象服務品質口碑顧客價值滿意度
外文關鍵詞:Destination ImageService QualityWord-of-MouthCustomer ValueSatisfaction
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本研究之對象為台灣旅遊地區的遊客,研究目的旨在了解下龍灣目的地意象、服務品質、口碑對顧客價值與滿意度的影響及相關性,以供相關單位對下龍灣目的地意象的行銷及服務品質優劣的改善做參考。
本研究方法為問卷調查法,分析方法共分為四個部分為描述性統計、信效度分析、相關分析與結構方程模式。研究結果發現目的地意象對顧客價值有顯著正向影響;服務品質對顧客價值有顯著正向影響;口碑對顧客價值有顯著正向影響;顧客價值對滿意度有顯著正向影響。

Vietnam, Ha Long bay is the destination in this research. Tourists in Ha Long bay are the main survey object. The aim of this study is researching destination image, service quality, word of mouth, customer value, satisfaction intention and their relationship, in order to give related bureau as a reference for developing tourism industry.
The method of this research was questionnaire survey, total number 320 questionnaires were issued, from which 309 valid responses were collected. This research used SPSS and LISREL as statistical tool to conduct confirmatory analysis, the data were analyzed by using descriptive statistics, reliability and validity analysis, correlation analysis, path analysis. The results of this research revealed: Destination image positively influence for customer value; service quality positively influence for customer value; customer value positively influence for satisfaction.

摘要.................................................................... .i
Abstract................................................................ii
誌謝....................................................................iii
目錄.................................................................... iv
圖目錄..................................................................vii
第一章 緒論..............................................................1
第一節 研究背景與動機................................................... 1
第二節 研究目的 .............................................................6
第三節 研究流程 .............................................................7
第二章 文獻探討 .............................................................9
第一節 目的地意象............................................................9
一、 目的地意象的定義.......................................................9
二、 目的地意象之形成......................................................10
三、 目的地意象的衡量......................................................14
四、 小結.................................................................15
第二節 服務品質.............................................................16
一、 服務品質之定義.......................................................16
二、 服務品質之衡量構面...................................................18
三、 小結................................................................22
第三節 口碑................................................................22
一、 口碑之定義...........................................................22
二、 口碑之衡量構面.......................................................23
三、 小結................................................................24
第四節 顧客價值.............................................................25
一、 顧客價值之定義.......................................................25
二、 顧客價值之衡量構面....................................................27
三、 小結.................................................................29
第五節 滿意度...............................................................30
一、 滿意度之定義.........................................................30
二、 滿意度之衡量構面......................................................32
三、 小結.................................................................33
第六節 變項間關係探討.......................................................34
一、 目的地意象與顧客價值之關係 ............................................34
二、 服務品質與顧客價值之關係..............................................34
三、 口碑與顧客價值之關係..................................................35
四、 顧客價值與滿意度之關係................................................36
第三章 研究方法 ............................................................37
第一節 研究架構與假設.......................................................37
一、 研究架構.............................................................37
二、 研究假設.............................................................37
第二節 研究變數操作性定義與衡量..............................................38
一、 目的地意象...........................................................38
二、 服務品質.............................................................39
三、 口碑.................................................................40
四、 顧客價值.............................................................41
五、 滿意度...............................................................42
第三節 問卷與抽樣設計.......................................................43
一、 研究範圍.............................................................43
二、 研究對象.............................................................43
三、 問卷設計.............................................................44
四、 問卷抽樣設計.........................................................45
第四節 資料分析方法.........................................................45
一、 描述性統計分析.......................................................45
二、 信度與效度分析.......................................................45
三、 相關分析.............................................................47
第四章 研究分析與結果.......................................................48
第一節 敘述性統計分析.......................................................48
第二節 敘述統計資料分析......................................................50
第三節 信效度分析...........................................................50
一、 信度分析.............................................................50
二、 效度分系.............................................................51
第四節 結構方程模式分析......................................................55
一、 整體模式說明.........................................................56
一、 分析結果.............................................................56
第五章 結論與建議...........................................................60
第一節 研究結論.............................................................60
一、 目的地意象對顧客價值之關係 ............................................60
二、 服務品質對顧客價值之關係..............................................60
三、 口碑對顧客價值之關係..................................................60
四、 顧客價值對滿意度之關係................................................61
第二節 研究貢獻.............................................................62
一、 學術貢獻.............................................................62
二、 實務貢獻.............................................................62
第三節 研究限制.............................................................63
第四節 未來研究方向.........................................................63
附錄(研究問卷)...............................................................64
參考文獻.....................................................................68

中文部分:
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2.王惠冠(2009)。國立台南大學教育經營與管理研究所碩士論文,大學品牌聲譽,服務人員與學生互動關係對學生口碑傳播行為之影響-以品牌認同,品牌忠誠為仲介變數。
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4.江振揚(2012)。國立東華大學自然資源與環境學系碩士論文,區位對休閒農業遊憩價值及重遊意願影響之研究-以花蓮縣東豐休閒農業區為例。
5.巫宗霖(2008)。國立高雄第一科技大學運籌管理系碩士論文,影響來台自由行觀光客旅遊服務品質與顧客滿意度因素之研究。
6.李坤鴻(2007)。國立高雄師範大學成人教育研究所碩士論文,綠島旅遊服務品質與遊客滿意度關係。
7.李佳珮(2010)。國立雲林科技大學休閒運動研究所碩士論文,旅遊意象、旅遊體驗、知覺價值與行為意圖關係之研究-以故坑旅遊地區為例。
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22.張淑清(2004)。觀光研究學報,澎湖套裝旅遊服務品質之研究。
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25.湯玲郎,邱文瑛,邱嘉萍(2011)。品質學報,服務品質、關係品質與顧客價值對顧客滿意之關聯性研究-以大學推廣教育機構為例。
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27.潘竹瓊( 2012)。國立高雄餐旅大學旅遊管理研究所碩士論文,國際旅客城市文化觀光與目的地意象、旅遊效益之研究-以越南河內為例。
28.蔡維修(2005)。朝陽科技大學企業管理系碩士論文,體研行銷、顧客價值、顧客滿意與行為意向關係之研究-以田尾公路花園形象商圈為例。
29.魏鼎耀(2005)。國立成功大學交通管理科學研究所碩士論文,目的地意象、知覺價值與遊後行為意圖關係之研究。
30.蘇瑞蓮( 2008)。聯大學報,金喆,旅遊意象、知覺價值、服務品質、知覺風險對遊後行為意圖的影響-以苗栗縣西湖渡假村為例。
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