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研究生:蘇育慧
研究生(外文):SU, YU-HUI
論文名稱:探討顧客互動之知覺內涵:以海外團體套裝旅遊為例
論文名稱(外文):Exploring the Perceptual Implications of Customer-to-Customer Interactions: An Example of Overseas Group Package Tour
指導教授:林勤豐林勤豐引用關係
指導教授(外文):LIN, CHIN-FENG
口試委員:鄭天明童桂馨
口試委員(外文):CHENG, TIEN-MINGTUNG, GU-SHIN
口試日期:2020-07-02
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:休閒事業經營學系碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:71
中文關鍵詞:顧客間互動Kano二維品質模式方法目的鏈服務品質
外文關鍵詞:customer-to-customer interactionKano two-dimensional quality modelmeans-end chainsservice quality
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  人際間的互動乃觀光產業中特別重要的研發議題,其中尤以團體旅遊為良例,然而在過往的研究中討論團體旅遊人際間互動之研究則相當稀少。鑒於此,本研究以服務品質為概念架構,採用Kano二維品質模式與方法目的鏈理論混合分析方法,研討海外團體旅遊旅客對於團體旅遊服務內容之知覺觀點。在方法目的鏈之推演邏輯架構下,本研究建構了團體旅遊中人際互動的正負面知覺之階層價值圖,藉由剖析旅客的知覺偏好,發展有效的團體旅遊行銷策略。本研究以2019年曾從事海外團體旅遊者為研究樣本,在2020年2月至4月間發放正式問卷,共計發放並回收445份問卷,剔除無效樣本23份後,總計蒐集422位有效受訪者之資訊。透過Kano二維品質分析模式,瞭解團體旅遊中,顧客互動的服務屬性二維品質分類歸屬。研究結果顯示,藉由整合方法目的鏈與Kano二維品質分析模式,可有效了解旅客從事海外團體旅遊的內心知覺架構內涵,且能輔助旅行業者制定更加明確的決策。藉助本研究的分析程序,不僅可有效推展團體旅遊人際間互動的「屬性-結果-價值」鏈,更可藉由本研究理論與實務發展觀點之闡述,豐富方法目的鏈之理論意涵,以及增進旅行業者的實務應用層面,強化其競爭優勢。
  The multiple interactions of customer-to-customer (CCI) were an important issue in the field of tourism, especially in the group package tour (GPT). Nevertheless, surprisingly little effort has been devoted to improving our understandings of the CCI features of the GPT. This study adopted the mixed method of Kano's two-dimensional quality model and means-end chains (Gutman, 1982) incorporating with the concept of service quality, in order to understand oversea GPT travelers’ perceptions and feelings of the services. Based on the means-end chains, this study constructed the hierarchical value map to understand the service attributes that may cause positive or negative interactions of CCI in the GPT. It can also derive the tourist's inner perception and preferences to develop the useful marketing strategy of GPT.
A total of 422 valid responses from individuals who have attended the GPT at least once in past years were collected for MEC and Kano analyses. The Kano two-dimensional quality model was used to analyze the quality classification of group travel service attributes. The results show that integrating the MEC and Kano model not only can better understand tourists’ inner thinking toward the GPT, but also help in prioritizing decisions on managerial officers of travel agency. By following the same deduction process proposed in this study, the rest of the GPT tourists’ attribute-consequence-value linkages can be depicted. Finally, the theoretical and managerial implications as well as the limitations of this work are also provided. This study can not only enrich the theoretical development of MEC theory, but also provide the travel agencies with valuable information to enhance their competitive advantages.
誌謝 I
中文摘要 II
英文摘要 III
目錄 IV
表目錄 VI
圖目錄 VII

第壹章 緒論 1
 第一節 研究背景與動機 1
 第二節 研究目的 4
第貳章 文獻探討 5
 第一節 顧客間互動與顧客間負面互動 5
  ㄧ、顧客間互動(customer-to-customer interaction, CCI ) 5
  二、顧客間負面互動(negative customer-to-customer interaction, NCCI) 6
 第二節 服務品質(service quality) 7
 第三節 方法目的鏈理論 (means-end chains, MECS) 9
 第四節 Kano二維品質模式 (Kano model) 11
第參章 研究方法 14
 第一節 研究架構 14
 第二節 樣本來源與抽樣方式 15
 第三節 研究變數與問卷設計 16
 第四節 分析方法 21
  一、Kano二維品質模式(Kano model) 21
  二、階梯法(laddering technique) 22
第肆章 研究成果與分析 23
 第一節 受訪者人口特性 23
 第二節 海外團體套裝旅遊服務/互動特性品質分類 25
  一、Kano二維品質分類 25
  二、滿意度係數分析 30
  三、Kano二維品質改善象限圖 33
 第三節 旅客互動知覺與服務偏好之評價 37
  一、導遊領隊人員服務 37
  二、團員間互動 41
 第四節 知覺品質評價結合分析 45
第伍章 結論與管理意涵 53
 第一節 研究結論 53
  一、旅客知覺價值內涵分析 53
  二、Kano二維品質模式分類滿意度係數分析 54
  三、結合方法目的鏈及Kano二維品質模式分析 55
 第二節 管理意涵 55
  一、學術應用 56
  二、實務應用 56
 第三節 研究限制與未來研究建議 58
參考文獻 59
附表 63
附錄 67
中文文獻
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英文文獻
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Bayraktaroğlu, G., & Özgen, Ö. (2008). Integrating the Kano model, AHP and planning matrix: QFD application in library services. Library Management, 29(4/5), 327-351.
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Klenosky, D. B. (2002). The “pull” of tourism destinations: A means-end investigation. Journal of travel research, 40(4), 396-403.
Martin, C.L. (1996). Customer-to-customer relationships: Satisfaction with other consumers’ public behavior, Journal of Consumer Affairs, 30(1), 146-169.
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網路文獻
Expedia Canada+ (2016), 6 Ways That Travelling the World Can Make You a Better Entrepreneur [Infographic]. Retrieved July 26, from https://www.expedia.ca/travelblog/6-ways-travelling-world-can-make-better-entrepreneur/
中華民國交通部觀光局(2017)。中華民國106年觀光業務年報。檢索日期:2019/8/7,資料來源:
https://admin.taiwan.net.tw/upload/contentFile/auser/b/annual_2017_htm/e03.html
中華民國交通部觀光局 (2018)。中華民國107年國人旅遊狀況調查。檢索日期:2019/8/7,資料來源:https://admin.taiwan.net.tw/Handlers/FileHandler.ashx?fid=90319cdb-c48e-4e18-8bd6-56188edb7203&type=4&no=1
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