頁籤選單縮合
題 名 | 服務補救、顧客忠誠度與口碑宣傳關聯性研究=The Relationship among Service Recovery, Customer Loyalty and Word-of-Mouth |
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作 者 | 董瑞人; | 書刊名 | 多國籍企業管理評論 |
卷 期 | 7:2 2013.09[民102.09] |
頁 次 | 頁147-167 |
分類號 | 496.7 |
關鍵詞 | 服務補救; 顧客忠誠度; 口碑宣傳; Service recovery; Customer loyalty; Word-of-mouth; |
語 文 | 中文(Chinese) |
中文摘要 | 旅行社是旅行業的火車頭行業,藉由旅行社媒介,結合旅遊六要素,食、住、行、遊、購、娛與公共服務等,以遊客為主體,經由旅行社行程安排、將運輸業、餐飲業、飯店業、風景區服務等經由精心包裝後,形成各式各樣精緻設計的旅遊行程,由旅遊行程開始時,立即產生一連串的消費者行為。在大陸居民來台旅遊盛況的今天,交流密集致使旅遊品質無法滿足遊客需求,導致遊客於旅遊行程產生服務失誤,使得旅行社需進行服務補救,以達成服務補救滿意度、建立顧客忠誠度及提升風景區口碑宣傳。準此,本研究以一年內曾參加阿里山旅遊行程之大陸遊客為研究對象,探討各層面服務補救、顧客忠誠度、口碑宣傳之因果關係。實證結果獲知,服務補救、顧客忠誠度、口碑宣傳兩兩構念皆具有正向顯著影響。最後,本研究提出管理涵義,作為旅行業與主管機關的參考。 |
英文摘要 | This study discusses the relationship between service recovery, customer loyalty and word-of-mouth. To establish the model with empirical evidence, this study examines the Alishan tourists to understand the relevance of service recovery, customer loyalty and word-of-mouth. The empirical results show that the significance positive relationship between psychology service recovery and customer loyalty, efficiency service recovery and customer loyalty, psychology service recovery and word-of-mouth, efficiency service recovery and word-of-mouth, customer loyalty and word-of-mouth. Finally, this study discusses the conclusion, suggestion and future research. |
本系統中英文摘要資訊取自各篇刊載內容。