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題 名 | 服務品質、知覺價值、滿意度與顧客忠誠度之研究--以高雄市真愛碼頭觀光船為例=Service Quality, Perceived Value, Satisfaction and Customer Loyalty for Tourist Cruise of True Love Dock in Kaohsiung |
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作 者 | 陳勁甫; 曾文祥; 郭文凱; | 書刊名 | 旅遊管理研究 |
卷 期 | 8:1 2008.06[民97.06] |
頁 次 | 頁59-75 |
分類號 | 496.7 |
關鍵詞 | 服務品質; 知覺價值; 滿意度; 顧客忠誠度; 觀光船; Service quality; Satisfaction; Perceived value; Customer loyalty; Tourist cruise; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的在瞭解服務品質、滿意度、知覺價值與顧客忠誠度之間的影響關係,並針對高雄市真愛碼頭觀光船乘客進行調查。本研究採取問卷調查法,問卷內容第一部份為服務品質的調查,第二部份是針對整體評價的調查,第三部份為受訪者基本資料。問卷共發放142份,回收有效樣本為108份,回收率為76%。資料分析方法有描述性統計、因素分析、信度分析、確認性因素分析、結構方程模式。研究主要結論如下:一、服務品質直接正向影響滿意度,且透過知覺價值間接正向影響滿意度。二、知覺價值不會直接影響顧客忠誠度,而是透過滿意度間接影響顧客忠誠度。三、滿意度會直接高度正向影響顧客忠誠度。相關管理意涵亦在本文中討論。 |
英文摘要 | The purpose of this study was to explore the relationships between service quality, satisfaction, perceived value and customer loyalty as expressed by tourists who took tourist cruise at True Love Dock in Kaohsiung. The data was collected by questionnaire and analyzed by statistical methods, including factor analysis、reliability analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM). A total number of 108 usable samples was obtained from 142 respondents, yielding a rate of 76 percent. The major results are: First, service quality is found to exert not only a direct positive effect on satisfaction but also an indirect effect mediated by perceived value. Second, perceived value does not appear to have a direct effect on customer loyalty while an indirect effect exists by the meditation of satisfaction. Third, satisfaction is found to exert a direct, positive effect on customer loyalty. Managerial implications are also discussed in this paper. |
本系統中英文摘要資訊取自各篇刊載內容。