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研究生:許柏浚
研究生(外文):HSU,PO-CHUN
論文名稱:導遊外表配合專業職能對導遊及旅行社關係品質之影響-以個人涉入度為干擾變數
論文名稱(外文):The External of Tourist Guide Cooperate with the Professional Functions about the Influence of Tour Guide and Travel Agency Relationship Quality. Adding Personal Involvement Degree as an Interfering Variable
指導教授:沈如鳳沈如鳳引用關係
口試委員:沈如鳳王昭雄李顯儀
口試日期:2018-06-30
學位類別:碩士
校院名稱:正修科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:125
中文關鍵詞:導遊專業職能外表吸引力關係品質個人涉入度
外文關鍵詞:tour guideprofessional competenceattractivenessrelationship qualitypersonal involvement
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隨著全球經濟的發展,國內、外旅遊逐漸受到重視,第一線接待的服務人員-導遊也是至關重要的角色。而外表吸引力是吸引人注意的最顯著因素,專業職能亦是職場上取得顧客信賴與維持商業關係的要素,兩者相互配合是否能對消費者的滿意度有助益。本研究針對此方面探討其配適的適合性,與配適結果對關係品質之影響。雖然外表吸引力和專業職能對商業關係的影響在既往均有研究者提及,但有關兩者配適對服務滿意度影響的研究卻十分有限。因此,本研究透過信度與效度分析方式,測量兩者間配適的影響,並以消費者的個人涉入度為干擾變數。研究結果顯示外表吸引力與專業職能的配適,適當配適將有助於提升消費者對關係品質之評價,而不適當配適則不能提升消費者關係品質之評價,甚至會降低其評價。而若消費者個人涉入度愈高,其效果將愈明顯,顯見高涉入度之消費者有自我評斷之能力。先前研究僅單就外表吸引力、專業職能與個人涉入度探討其對關係品質之影響,而本研究則提出以另一種配適及干擾方式來瞭解三者間的交互影響作用對服務滿意度的影響效果。是以本研究結果對提升消費者服務品質滿意度的規劃都具有理論和實務上的意義。
With the development of the global economy,Domestic and Foreign tourisms were set important gradually.First-line reception staff-Tourist guide is the Vital role.Attractive appearance is the most significant factor of attract attention,and Professional functions also be the most significant factor to get customer trust and maintain business relations,whether the two factors together can be helpful to the satisfaction of consumers?This study examines the fit of their suitability for this area,and the effect of the matching result on the relationship quality.
Although the effects of physical attractiveness and professional functions on business-relationships have been previously mentioned by researchers.However,the research on the effect of the two matching on service satisfaction is very limited.Therefore,this study is through the use of reliability and validity of the analysis method,measure theeffectment between the two matched,and take the personal involvement of consumers as the interference variable.The results show that physical attractiveness and professional function are fit,the appropriate fit will help consumers to enhance relationship quality evaluation,and the improper collocation can not improve the quality of consumer relationship evaluation,even degrade Evaluation.
And if consumers’ personal involvement is higher,the effect will be more obvious.This high degree of involvement in the consumer has the ability of self judgment.Previous research has only a single appearance of attractiveness,professional competence and personal involvement and explore its effect on relationship quality.This study proposes to another kind of interference fit and to understand the effect of interaction between the three effects on service satisfaction.Based on the results of this study have significance on the theory and practice of consumers planning to upgrade the quality of service satisfaction.
摘 要 i
Abstract ii
謝 辭 iii
目 錄 iv
表目錄 vi
圖目錄 viii
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 研究涵蓋範圍與限制 7
第四節 研究流程與方法 8
第二章 文獻探討 10
第一節 導遊人員 10
第二節 專業職能 15
第三節 外表吸引力 20
第四節 關係品質 23
第五節 涉入度 27
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 34
第三節 研究變數的操作型定義與衡量 40
第四節 研究對象與資訊蒐集方法 42
第五節 實驗設計前測及預測 43
第六節 統計資料分析方法 46
第四章 研究實證分析與討論 48
第一節 有效樣本基本資料描述 48
第二節 正式問卷信度及效度分析 52
第三節 實驗程序及研究變數的操弄檢驗 60
第四節 假設之檢定 63
第五節 研究假設之驗證結果 85
第五章 結論與建議 88
第一節 討論及結論 88
第二節 理論貢獻與實務管理意涵 94
第三節 未來研究之建議 99
參考文獻 101
中文 101
英文 104
附錄 研究問卷 110


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