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題名：都市型休閒農場遊客忠誠度決定因素之探討：關係品質的中介
書刊名：餐旅暨家政學刊
作者：顏財發／劉修祥 引用關係
作者(外文)：Yen, Tsai-fa／Liu, Hsiou-hsiang
出版日期：2009
卷期：6:2
頁次：頁77-103
主題關鍵詞：公平性；關係投資；關係品質；忠誠度；Fairness；Relationship investment；Relationship quality；Loyalty
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:150
  • 點閱點閱:94
本研究主要探討休閒農場關係投資與公平性如何透過關係品質三個要素的中介作用影響遊客忠誠度。以高雄市小港休閒農業區內休閒農場的遊客為調查對象，共取得269個有效樣本，進行問卷調查。經結構方程模式分析結果顯示，量表具有良好的信度與效度，假設模式有效且具有良好的解釋力，公平性對滿意、信任、承諾與忠誠度的影響均大於關係投資，關係品質在研究模式中扮演部份中介的角色。最後，本文依據分析結果提出理論意涵與管理意涵，並對未來研究提出建議。
The aim of this research is to study how the relationship investment of a leisure farm and the fairness affects tourist loyalty through the mediating effect of the three factors of relationship quality. This study targets the tourists of the Hsiao Kang leisure agriculture area and has received 269 valid samples to conduct a survey. The result of the structure equation modeling analysis shows that the measurement has good reliability and validity. Assuming the model is effective with good explaining capability, the fairness has a greater impact on satisfaction, trust, commitment and loyalty than on relationship investment. In addition, relationship quality plays part of the mediating role in the research model. Finally, this study proposes both theoretical and managerial implications based on the research results and provides recommendations for future studies.
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學位論文
1.Huang, Pemg-Fei(1998)。Relationship Marketing: Investigation into Consumers’ Initiation, Maintenance & Adjustment/Disengagement of Marketing Relationship(博士論文)。The University of Mississippi。  new window
2.丁學勤(2003)。公平性對通路關係品質影響之研究(博士論文)。國立成功大學。new window  延伸查詢new window
圖書
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2.Reichheld, Frederick F.、Teal, Thomas(1996)。The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value。Boston：Harvard Business School Press。  new window
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4.段兆麟(2008)。休閒農業--體驗的觀點。臺北市：華都文化。  延伸查詢new window
其他
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6.陳昭郎、段兆麟、林豐瑞、謝佳珍(2007)。從經營者面估計2006年國內休閒農業區產值。  延伸查詢new window
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圖書論文
1.Adams, John Stacey(1965)。Inequity in social exchange。Advances in experimental social psychology。Academic Press。  new window
 
 
 
 
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