A Study of the Influence on Repurchase Intention of Service Quality and Customer Satisfaction-Take Independent Overseas
李振利、王學銘
E-mail: 9511131@mail.dyu.edu.tw
ABSTRACT
This research studies the independent overseas traveler product by the questionnaire survey, and service quality and the customer degree of satisfaction regarding the product the relations. Analyzes 256 questionnaires using the regression analytic method to ask the volume obtained findings as follows: First, service quality in the independent overseas traveler product with the customer satisfaction reveals to the relations. Second, the customer satisfaction and independent overseas traveler product’s repurchase intention had the positive relations. Third, in the independent overseas traveler product service quality with repurchase intention has reveals to the relations. Key Words: Independent Overseas Travelers, Service Quality, Customer Satisfaction, Repurchase Intention.
Keywords : Independent Overseas Travelers ; Service Quality ; Customer Satisfaction ; Repurchase Intention Table of Contents
封面內頁 簽名頁 授權書 iii 中文摘要 iv 英文摘要 v 誌謝 vi 目錄 vii 圖目錄 x 表目錄 xi 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 5 第三節 研究範圍與研究限制 5 第四節 研究流程 6 第二章 文獻探討 8 第一節 旅行業定義與特性 8 第二 節 自由行旅遊相關理論 14 第三節 服務品質的相關理論 19 第四節 消費者滿意度相關理論 24 第五節 消費者再購意願相關 理論 27 第三章 研究方法 29 第一節 研究架構 29 第二節 研究推論與假設 30 第三節 研究變數與操作型定義 34 第四節 研究 對象與抽樣方法 38 第五節 問卷設計 39 第六節 資料分析方法 41 第四章 研究結果分析 43 第一節 前測 43 4.1.1 前測問卷樣 本結構與問卷結果 43 4.1.2 前測信度檢定 45 第二節 正式測驗 46 4.2.1 正式問卷結構與樣本描述 46 第三節 個人變項對各衡 量構面之影響 49 4.3.1 此次旅行之目的對服務品質之影響 49 4.3.2 此次旅行天數、旅行目的對再購意願之影響 49 4.3.3 問卷 題項標準差及平均數分析 50 第四節 假設檢定 50 4.4.1 海外自由行產品之服務品質與顧客滿意度之關係假 設檢定 50 4.4.2 海外自由行產品之顧客滿意度與再購意願之關係假 設檢定 51 4.4.3 海外自由行產品之服務品質與再購意願之關係假設 檢定 53 第五章 結論與建議 55 第一節 研究結論與發現 55 第二節 理論與實務意涵 56 5.2.1 理論上的意涵 56 5.2.2 實務上的意涵 57 第三節 後續研究建議 58 第四節 研究限制 59 參考文獻 60 ㄧ、中文部份 60 二、英文部份 63 三、網站部份 71 附錄 72 REFERENCES
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