進階搜尋


 
系統識別號 U0026-0812200914232926
論文名稱(中文) 觀光列車旅遊品質、知覺價值、滿意度與遊後行為意向關係之研究-以東方美人號為例
論文名稱(英文) The Study on Relationship among Tourist Express Quality, Experience, Perceived Value, Satisfaction and Behavioral Intention- An Empirical case of East Coast Tourist Express
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 96
學期 2
出版年 97
研究生(中文) 張益壽
研究生(英文) Yi-so Chang
學號 R5694125
學位類別 碩士
語文別 中文
論文頁數 86頁
口試委員 口試委員-胡守任
指導教授-陳勁甫
口試委員-丁誌魰
中文關鍵字 知覺價值  服務品質  觀光列車旅遊  行為意向  體驗品質 
英文關鍵字 service quality  experience  perceived value  behavioral intention.  Tourist express 
學科別分類
中文摘要 近年來搭乘觀光列車已成為熱門的旅遊型態,加上台鐵經營上面臨市場萎縮與高鐵的衝擊,因此如何透過觀光列車旅遊創造遊客的知覺體驗,進而帶動整體台灣鐵路觀光產業發展是一個值得研究的課題。本研究以EZtravel易遊網推出之東方美人號作為研究範圍,以便利抽樣針對觀光列車旅遊回程之遊客進行實地問卷調查,共得有效問卷1305份;並透過線性結構關係模式估計與實證分析,探討遊客於觀光列車旅遊之服務品質、體驗品質、知覺價值與滿意度影響遊後行為意向的程度與關係。
研究結果顯示,遊客評價觀光列車服務品質時,最重視服務態度與列車環境,其次為住宿餐飲與行程內容,最後為服務內容可靠性與旅遊安全性。在服務品質方面,服務品質顯著正向直接影響遊客體驗品質、知覺價值、滿意度與遊後行為意向,並會透過中介因子體驗品質、知覺價值與滿意度顯著正向間接影響遊後行為意向,且服務品質是遊後行為意向的最主要直接影響因素;在體驗品質方面,體驗品質顯著正向直接影響遊客知覺價值與滿意度,並負向直接影響遊客未來行為意向,但透過中介因子知覺價值與滿意度正向間接影響遊後行為意向後,整體效果上仍會顯著正向影響遊客未來行為意向;同時,體驗品質是遊客知覺價值最主要直接影響因素;在知覺價值方面,知覺價值顯著正向直接影響整體滿意度與遊後行為意向,並會透過中介因子滿意度間接影響遊後行為意向;同時,遊客知覺價值是滿意度最主要直接影響因素;在滿意度方面,遊客的滿意度顯著正向直接影響遊後行為意向。
英文摘要 In recent years, it has been a hot travel type that tourists take the tourist express to travel. In addition, the business of the Taiwan railway is facing many difficult predicaments because the withered market and the impact of high-speed railway. So, it is a worth studying subject that how to create tourists' perceived experience by the travel of the tourist express and then improve industry's development of the tour of the railway. The study take the East Coast Tourist Express that EZ-travel puts out as an empirical scope, and collect the questionnaires from the tourists who have finished the travel of the East Coast Tourist Express by using convenience sampling method. A total of 1460 questionnaires were delivered and 1305 effective samples were obtained. At last, this study investigated the relationships between quality, experience, perceived value, satisfaction, and behavioral intentions by using the SEM.
The results reveal that: The most important part of service quality appraisal is the service attitude, courtesy and express environment, the second is the hotel, meal and the content of travel, the last is the reliability and security. Service quality has positive and direct impact on experience, perceived value, satisfaction and behavioral intentions, and has indirect and positive impact on behavioral intentions via experience, perceived value, and satisfaction as intermediate variables. Moreover Service quality is the main direct influence on behavioral intentions. Experience quality has positive and direct impact on perceived value and satisfaction but has negative and direct impact on behavioral intentions, and has indirect and positive impact on behavioral intentions via perceived value, and satisfaction as intermediate variables. Moreover experience quality is the main direct influence on perceived value. Perceived value has positive and direct impact on satisfaction and behavioral intentions, and has indirect and positive impact on behavioral intentions via satisfaction as intermediate variables. Moreover perceived value is the main direct influence on satisfaction. At last, satisfaction has positive and direct impact on behavioral intentions.
論文目次 第一章 緒論
第一節 研究背景與動機...............................1
第二節 研究目的.....................................3
第三節 研究流程.....................................4
第四節 研究範圍與對象...............................4
第二章 文獻回顧
第一節 服務品質(Service Quality)....................6
第二節 體驗品質(Experience Quality)................13
第三節 知覺價值(Perceive Value)....................18
第四節 顧客滿意度(Satisfaction)....................21
第五節 行為意向(Behavioral Intention)..............24
第六節 構念關聯性探討..............................27
第三章 研究方法
第一節 研究架構與假設..............................32
第二節 操作行定義與問卷設計........................35
第三節 研究範圍對象與抽樣方法......................40
第四節 資料分析方法................................41
第四章 實證分析與結果
第一節 基本資料敘述性分析..........................45
第二節 服務品質構面分析............................48
第三節 體驗品質構面分析............................51
第四節 知覺價值構面分析............................51
第五節 滿意度與遊後行為意向構面分析................53
第六節 效度分析....................................54
第七節 結構關係模式分析............................58
第五章 結論與建議
第一節 結論........................................70
第二節 實務上的建議................................73
第二節 研究限制與後續研究建議......................75
參考文獻
中文部份............................................77
英文部分............................................79
附錄:正式問卷.......................................83
參考文獻 中文部份:
1. 周逸衡(1994)。大台北地區居民旅遊消費行為之研究。中山大學企業管理研究所。
2. 王育英、梁曉鶯譯(2000),Schmitt,B.H.著,體驗行銷,經典傳訊出版。
3. 高大剛(2000)。博物館服務品質與顧客滿意之研究-以國立自然科學博物館為例。博物館學季刊,105-129。
4. 李銘輝,謝文豐,高儀文(2000)。主題遊樂園服務品質與遊客購後行為關係之研究。觀光研究學報,5(2),71-88。
5. 陳順宇(2000)。多變量分析(第二版)。華泰書局出版。
6. 沅聘茹 陳惠美(2002)。麗星郵輪旅遊行程差異之遊憩滿意度分析。觀光研究學報,第八卷,第一期,39-55
7. 夏業良 盧煒譯(2003),B. Joseph Pine II and James H. Gilmore著,體驗經濟時代, 經濟新潮社出版,城邦文化發行。
8. 胡凱傑(2003)。應用服務品質量表與知覺價值模式探討旅客再消費意願之影響因素。交通大學運輸科技與管理研究所。
9. 丁國璽(2003)。影響飯店服務品質因素之研究。朝陽科技大學休閒事業管理系。
10. 邱媞(2003),體驗行銷模式與遊客行為之實證研究,中國文化大學觀光事業研究所。
11. 周文賢(2004),多變量統計分析:SAS/STAT使用方法,智勝文化事業有限公司出版。
12. 陳簾伃(2004)。體驗品質對情緒,價值,體驗滿意度,承諾及行為意圖影響之研究-以台灣現代戲劇演出為例。輔仁大學管理學研究所。
13. 林政萩(2004)。內灣鐵道旅遊特色吸引力,遊客滿意度與重遊意願之研究。逢甲大學建築及都市計畫研究所。
14. 徐慧(2004),遊憩特性對體驗品質、體驗滿意度與忠誠意圖之影響-以原住民生態旅遊部落司馬庫斯為例,輔仁大學管理研究所。
15. 江宜芳(2004),體驗型商店環境對知覺價值與行為意向影響之研究-以石陶樹餐廳為例,輔仁大學管理研究所。
16. 林欣玫(2005),遊憩產業遊客知體驗與滿意度之關聯性研究,朝陽科技大學企業管理研究所。
17. 徐伯雄(2005),體驗品質之前置因素對體驗品質、情緒、體驗滿意度及行為意圖之研究-以音樂類演出為例,輔仁大學管理研究所。
18. 黃玉琴,許國崢(2005),體驗行銷與顧客價值,顧客忠誠度之相關聯性研究-以薰衣草森林餐廳為例。遠東學報第二十二卷第二期,155-168。
19. 黃佳慧(2005),體驗品質、滿意度及行為意向關係之研究-以華陶窯為例,朝陽科技大學休閒事業管理研究所。
20. 蔡文凱(2005),主題遊樂園服務品質、顧客滿意、知覺價值與行為意向關係之研究-以月眉育樂世界探索樂園為例,潮陽科技大學休閒事業管理研究所。
21. 魏鼎耀(2005),目的地意象、知覺價值與遊後行為意圖關係之研究,國立成功大學交通管理科學研究所。
22. 魏思琪(2005),體驗行銷對服務品質與滿意度之影響研究-以大學科系體驗營為例,國立成功大學企業管理研究所。
23. 林明鋒(2005),以體驗行銷觀點探討景觀咖啡廳的商店氣氛因素即知覺價值之研究-以新社地區為例。朝陽科技大學企業管理研究所。
24. 張淑青、鍾育明(2005)。遊客多構面知覺價值、整體顧客價值與後續行為意圖的關係-年齡的干擾效果。企業管理學報,第67期,105-136。
25. 蕭文龍(2007)。多變量分析最佳入門實用書。碁峰資訊發行。
26. 陳勁甫,陳珮君,陳美惠,李佳玲(2006)。參觀者對博物館服務品質,知覺價值,滿意度及行為意圖關係之研究:以國立自然科學博物館為例。博物館學季刊,第十卷,第二期,41-57。
27. 陳佩君(2006),居民對觀光發展態度之研究-以台南市為例,南華大學旅遊事業管理研究所。

英文部份:
1. Anderson, J. C. & Gerbing, D. W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin, Vol.103(3), 411-423.
2. Anderson, E. W. & Lehmann, D. R. (1994), “Customer Satisfaction, Market Share and Profitability: Findings from Sweden,” Journal of Marketing, Vol.58, 53-66.
3. Al-Sabbahy, Ekinci & Riley (2004). “An Investigation of Perceived Value Dimension: Implications for Hospitality Research.,” Journal of Travel Research, Vol.42, 226-234.
4. Bolton, R. N. & Drew, (1991), “A Multistage Model of Customers Assessments of Service Quality and Value,” Journal of Consumer Research, Vol.17(3),375-384.
5. Bagozzi, R. P. & Yi, Y. (1998), “On the Evaluation of Structural Equation Models”, Journal of the Academic of Marketing Science, Vol.16(Spring), 76-94.
6. Baker, D. A., & Crompton, J. L. (2000), “Quality, Satisfaction and Behavioral Intentions,” Annals of Tourism Research, Vol. 27(3), 785-804.
7. Buhali, D. D. (2000), “Marketing the Competitive Destination of the Future,” Tourism Management, Vol.21, 97-116.
8. Bowen, D. (2001), “Antecedents of Consumer Satisfaction and Dis-satisfaction (CS/D) on Long-haul Inclusive Tours – A Reality Check on Theoretical Considerations,” Tourism Management, Vol.22, 49-61.
9. Bigne, J.E., Sahchez, M.I. & Sanchez, J.(2001), “Tourism Image, Evaluation Variables and After Purchase Behavior: Inter-relationship,” Tourism Management,Vol. 22, 607-616.
10. Cronin, J.J.& Taylor, S.A.(1992), “Measuring Service Quality. A Reexamination and Extension,” Journal of Marketing,Vol.56(3),55-68.
11. Cronin, J.J, Brady, M.K, & Hult, G.T.M. (2000), “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intention in Service Environment,” Journal of Retailing, Vol.76, 193-218.
12. Dodds, William B., Monroe, Kent B. & Grewal, Dhruv (1991). “Effects of Price, Brand, and Store Information on Buyers’Product Evaluations,” Journal of Marketing Research, Vol.28, 307-319.
13. Fick, G.R. & Richie, J.R.B. (1991), “Measuring Service Quality in the Travel and Tourism Industry,” Journal of Travel Research, Vol.30,2-9.
14. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. & Bryant, B. E. (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Maketing, Vol.60(October), 7-18.
15. Holbrook, Morris B. & Hirschman, Elizabeth C. (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, Vol.9, 132-140.
16. Holbrook, M. B. (2000), “The Millennial Consumer in the Texts of Our Times: Experience and Entertainment,” Journal of Marketing, Vol.20(2), 178-192.
17. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. & Black, W. C.(1998), Multivariate Data Analysis 5th ed, New York: Macmilan.
18. Joy, Annamma and Sherry, John F.(2003), “Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience,” Journal of Consumer Research, Vol.30, 259..
19. Kolter, P., Bowen, J. & Makens, J.(1996). Marketing for Hospitality and Tourism. Upper Saddle River, NJ: Prentice Hall.
20. Lewis, B.R. & Mitchell, V.W.(1990), “Defining and Measuring the Quality of Customer Service,” Marketing Intelligence & Planning,Vol.8(6),11-17.
21. Moutinho, L. (1987), “Consumer Behavior in Tourism,” European Journal of Marketing, Vol.21(10), 5-44.
22. Murphy, P, Pritchard, M.P. & Smith, B. (2000), “The Destination Product and Its Impact on Traveler Perception,” Tourism Management, Vol.21, 43-52.
23. Mayer, K.J.(2002). “Human resource practices and service quality in theme parks,” International Journal of Contemporary Hospitality Management, Vol.4(4), 169-175.
24. Oliver, R.L.(1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol.17,460-469.
25. Oliver, R.L. (1981), “ Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing. Vol.57,25-48.
26. Oliver,R.L.(1997), Satisfaction: A Behavioral Perspective on the Consumer, Boston,MA Irwin, McGrew-Hill
27. Oh, H.(1999). “Service quality, Customer Satisfaction, and Customer Value: A Holistic Perspective,” International Journal of Hospitality Management, Vol.18(1), 67-82.
28. Oliver,R.L.(1999), “Whence Consumer Loyalty”, Journal of Marketing,Vol.63(special issue),33-44.
29. Parasuraman, A., Zeithaml, V.A., and Berry, L.L.(1985). “A Conception Model of Service Quality and Its Implication for Future Research,” Journal of Marketing, Vol.49, 41-55.
30. Parasuraman, A., Zeithaml, V.A., and Berry, L.L.(1988), “Communication and Control Processes in the Delivery of Service Quality,” Jpurnal of Marketing, Vol.52, 35-48.
31. Parasuraman, A., Zeithaml, V.A., and Berry, L.L.(1990), “Refinement and Reassessment of the SERVQUAL Scale.” Journal of Retailing, Vol.67, 420-450.
32. Petrick (2002), “Development of a multi-Dimensional Scale for Measuring the Perceived Value of a Service,” Journal of Leisure Research, Vol.34(2),119-134.
33. Petrick (2002), “An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers’ Intention to Revisit” Journal of Travel Research, Vol.41,35-45.
34. Palmer, A.. & O’Neill M.(2003). “The effects of perceptual processes on the measurement of service quality,” Journal of Services Marketing, Vol.17(3),254-274.
35. Park, J. W., Robertson, R. & Wu, C.L.(2004), “The Effect of Airline Service Quality on Passengers’ Behavioral Intention :A Korean Case Study,” Journal of Air Transport Management, Vol.10, 435-439.
36. Sirakaya, E., Petrick, J. & Choi, H. S. (2004), “The Role of Mood on Tourism Product Evaluations,” Annals of Tourism Research, Vol.31, 517-539.
37. Schmitt, B. H. (1999), “Experiential marketing”, Journal of Marketing Management, Vol.15(1), 53-67.
38. Shu, Tian-Cole, Crompton, J. L. & Willson, V. L. (2002). “An Empirical Investigation of the Relationships Between Service Quality, Satisfaction and Behavioral Intention among Visitors to a Wildlife Refuge,” Journal of Leisure Research, Vol.34(1),1-24.
39. Zeithaml, V.A.(1988), “Consumer perception of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52(3), 2-22.
40. Zeithaml, V.A., Berry, L.L. and Parasuraman,(1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol.60(2). 31-46.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2009-07-31起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2009-07-31起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw