臺灣博碩士論文加值系統

The main purpose of this study is to test the level of factors of service quality and the impact of them on customer satisfaction in Quang Ninh’s tourism. The research method used in this study is quantitative method with multivariate statistical analysis steps such as: testing by Cronbach’s Alpha coefficient, explore descriptive analysis, correlation analysis, regression analysis. From 206 valid answered questionnaires, the research results show that there are four main factors affecting tourist satisfaction including (1) core tourism experience, (2) fairness of price, (3) value for money, and (4) security. In which, the factor “value for money” has biggest impact intensity, next is the factor “security”, “fairness of price” and the last is the factor “core tourism experience”. Moreover, the research results also show conclusion, limitations as well as directions for further researches in the future.

The main purpose of this study is to test the level of factors of service quality and the impact of them on customer satisfaction in Quang Ninh’s tourism. The research method used in this study is quantitative method with multivariate statistical analysis steps such as: testing by Cronbach’s Alpha coefficient, explore descriptive analysis, correlation analysis, regression analysis. From 206 valid answered questionnaires, the research results show that there are four main factors affecting tourist satisfaction including (1) core tourism experience, (2) fairness of price, (3) value for money, and (4) security. In which, the factor “value for money” has biggest impact intensity, next is the factor “security”, “fairness of price” and the last is the factor “core tourism experience”. Moreover, the research results also show conclusion, limitations as well as directions for further researches in the future.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VII
Chapter1 Introduction 1
1.1 Research Background 1
1.2 Research Motives 2
1.3 Significant of the Study 3
1.4 Research Objective 4
1.5 Research Questions 4
1.6 Research Procedure 4
1.7 Thesis Structure 5
1.8 Definition of Terms 5
Chapter 2 Literature Review 7
2.1 Overview of Tourism Industry 7
2.1.1 Challenges for tourism industry world wild 7
2.1.2 Challenges for tourism industry in developed countries 8
2.2 Service and Tourist Product 9
2.2.1 Service definition 9
2.2.2 Tourist product 10
2.3 Service Quality and Tourist Destination Quality 12
2.3.1 Service quality 12
2.3.2 Tourist destination quality 15
2.4 Service Quality Models 17
2.4.1 Perceived service quality model 17
2.4.2 SERVQUAL model 18
2.4.3 SERVPERF model 19
2.4.4 HOLSAT model 20
2.4.5 Model of Narayan, Rajendran & Gopalan for measuring service quality in tourism 21
2.5 Customer Satisfaction 21
2.5.1 Customer satisfaction in general 21
2.5.2 Customer satisfaction in tourism 23
2.6 Studies on the Relationship between Service Quality and Customer Satisfaction 24
2.6.1 Overview of studies in various industries 24
2.6.2 Studies in the tourism industry 26
Chapter 3 Research Methodology 27
3.1 Research Model and Hypotheses 27
3.2 Measurement 29
3.3 Data Collection and Analysis Method 31
Chapter 4 Analysis and Findings 33
4.1 Demographic Analysis 33
4.2 Descriptive Statistical Snalysis 35
4.2.1 Reliability analysis 35
4.3 Pearson Correlation 45
4.4 Hypothesis testing 46
4.4.1 Accessing the compatibility of the regression model 46
4.4.2 Robustness check 49
Chapter 5 Conclusions and Recommendations 53
5.1 Conclusions 53
5.2 Recommendations 54
5.3 Limitations of the study 56
References 58
Appendix 62

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