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題名:服務場景與服務體驗對消費者忠誠度影響的結構模式分析—以台北國際旅展參與者為例
作者:蔡麗芬
作者(外文):TSAI, LI-FEN
校院名稱:國立雲林科技大學
系所名稱:會計系
指導教授:李宗鴻
傅鍾仁
學位類別:博士
出版日期:2018
主題關鍵詞:服務場景服務體驗忠誠度台北國際旅展參與者AttendeeLoyaltyService experienceServicescapeTaipei International Travel Fair
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會展產業近年來持續顯著成長,已成為全球性重要產業,在台灣亦有高度發展潛力,如何藉由服務場景的改善以強化參與者的體驗與忠誠度是值得探討的議題。本研究探討會展參與者的服務場景、服務體驗和忠誠度之間的關聯性,並以台灣具代表性的消費性會展活動的參與者為對象,採自編式問卷進行問卷調查。首先回顧相關文獻,提出”服務場景->服務體驗->忠誠度”的理論行為模式;接著彙整文獻來編製問卷量表,及進行預試,再檢討預試項目分析的結果與專家意見的回應,來發展出正式的研究工具。因台北國際旅展是台灣最大的消費性會展活動,且結合旅遊研討會與旅遊消費展,故本研究以台北國際旅展的參與者為調查對象;在2013和2014年連兩年執行跨年度研究,採便利抽樣方法進行樣本收集,總共獲得1,711份的有效問卷。以SPSS21.0進行統計分析與檢定,探討會展參與者之人口統計變數的分布情形,並以LISREL8.70進行驗證性因素分析及結構方程模式的實證研究。研究結果發現服務場景組成因素中的展場環境、空間設計與指標及功能配備會正向影響展覽參與者的服務體驗,進而影響其對展覽忠誠度。此顯示台北國際旅展這類的消費展,會展管理者可藉由改善此等服務場景因素,例如先進科技的服務場景與多樣化的服務體驗方式等,以加強參與者的服務體驗,進而提高參與者的忠誠度。最後根據發現提出具體管理意涵和後續研究建議。
The meeting, incentive, convention, and exhibition industry had significantly grown in recent years, and become the essential industry for the governments. Exhibition activities possessed potentially development in Taiwan. This study aimed to develop a structural model to examine how servicescape (ambient conditions, spatial layout and signs, and functionality of equipment) and service experience affect attendees’ loyalty of exhibition. Research framework was developed by utilizing literature review, item analysis of pilot study, and feedbacks from experts’ comments. The study proposed the theoretical behavioral model of “Servicescape→service experience→loyalty” and examined attendees’ behavioral intention. There were 1,711 usable samples collected from 2013 and 2014 by attendees of Taipei International Travel Fair – the largest consumer travel fair in Taiwan. All the data were analyzed by structural equation modeling test and validate a model of attendees’ loyalty. The finding indicated that the servicescape positively affect service experience and that the service experience positively affects the loyalty of TITF attendees. Consequently, managers of organizers and exhibitors should create the optimum servicescape to strengthen the service experience and to further enhance the loyalty of attendees. Owing to TITF was the customer exhibition, advance technological servicescape and various service experience would promote the loyalty of attendees. The finding enriched the academic literature and provided innovative contribution to the exhibition practitioners.
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