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題名：森林遊樂區服務品質、遊憩滿意度與遊客忠誠度關係之探討：以溪頭森林遊樂區為例
書刊名：康大學報
作者：林政德／顏淑敏／林宜樺 引用關係
作者(外文)：Lin, Cheng-te／Yen, Shu-min／Lin, I-hua
出版日期：2012
卷期：2:2
頁次：頁79-96
主題關鍵詞：森林遊樂區；服務品質；遊憩滿意度；顧客忠誠度；Forest recreation area；Service quality；Customer satisfaction；Customer loyalty
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 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:1
  • 共同引用共同引用:38
  • 點閱點閱:5
近年來由於國民所得增加，週休二日的實施，加上台灣森林面積約佔全部面積的55%，森林已成為國民選擇休閒地點的重要選頃。本研究以溪頭森林遊樂區為研究對象，探討遊樂區服務品質、遊憩滿意度與忠誠度之關係，希藉由本研究達到下列研究目的：1.瞭解溪頭森林風景區服務品質對遊憩滿意度之影響；2.瞭解溪頭森林風景區遊憩滿意度對遊客忠誠度之影響；3.瞭解溪頭森林風景區服務品質對遊客忠誠度之影響。結論將提供主管機關作為從事相關森林遊樂區管理決策之依據。本研究利用問卷調查方式針對溪頭森林遊樂區之遊客進行抽樣，共得到有效樣本452個，並就所得樣本資料進行描述性統計、信效度分析、因素分析、多元迴歸分析等統計方法分析。研究結果指出服務品質對遊憩滿意度具正向影響、遊憩滿意度對遊客忠誠度具正向影響、服務品質對遊客忠誠度具正向影響。
In recent years, due to the elevation of the national income and the two-day-off per week policy was implemented as well as the area of forest is about 50% of the total area of Taiwan. Therefore, forest tour was one of the popular options for traveler. This studydiscussed the correlation between service quality, tourist satisfaction and the loyalty of tourist of Sitou forest scenic area. The goals of study was to understand the effects of service quality of Sitou forest scenic area on the tourist satisfaction and the loyalty of tourist as well as the effect of tourist satisfaction on the loyalty of tourist. The results of this study could be used by administrative authorities as the reference for the management of scenic area. A total 452 questionnaires was collected and the datum were analyzed by descriptive statistics, reliability and validity analysis, factor analysis and multiple regression analysis. The results of this study showed that service quality had the positive relation with the tourist satisfaction and the loyalty of tourist. In addition, tourist satisfaction also had the positive relation with the loyalty of tourist.
期刊論文
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3.Taylor, S. A.、Baker, T. L.(1994)。An assessment of relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions。Journal of Retailing，70(2)，163-178。  new window
4.Chiou, Jyh-Shen、Droge, Cornelia、Hanvanich, Sangphet(2002)。Does Customer Knowledge Affect How Loyalty is Formed?。Journal of Service Research，5(2)，113-124。  new window
5.Caruana, Albert、Money, Arthur H.、Berthon, Pierre R.(2000)。Service quality and satisfaction: the moderating role of value。European Journal of Marketing，34(11/12)，1338-1353。  new window
6.Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1988)。SERVQUAL, AMultiple-Item Scale Measuring Consumer Perceptions of Service Quality。Journal of Retailing，64(1)，38-39。  new window
7.郭英峰、陳邦誠(20050300)。休閒遊憩商圈服務品質之研究--以高雄旗津為例。品質學報，12(1)，53-62。new window  延伸查詢new window
8.Fay, C. J.(1994)。Royalties from loyalties。Journal of Business Strategy，15(2)，47-51。  new window
9.Neal, William D.(1999)。Satisfaction is Nice, but Value Drives Loyalty。Marketing Research，11(1)，20-23。  new window
10.Peppers, D.、Rogers, M.、Dorf, B.(1999)。Is Your Company Ready for One-to-One Marketing?。Harvard Business Review，77(1)，151-160。  new window
11.Nadler, S.、Simerly, R. L.(2006)。The effect of listening on the formation of students trust and commitment in academic advising: A study at a United States university。International Journal of Management，23(2)，215-221。  new window
12.Fornell, Claes、Johnson, Michael D.、Anderson, Eugene W.、Cha, Jaesung、Bryant, Barbara Everitt(1996)。The American Customer Satisfaction Index: Nature, Purpose, and Findings。Journal of Marketing，60(4)，7-18。  new window
13.Caruana, A.(2002)。Service loyalty: the effects of service quality and the mediating role of customer satisfaction。European Journal of Marketing，36(7/8)，811-828。  new window
14.Parasuraman, Arun、Berry, Leonard L.、Zeithaml, Valarie A.(1991)。Understanding Customer Expectations of Service。MIT Sloan Management Review，32(3)，39-48。  new window
15.Ismail, H.、Khatibi, A.(2004)。Study of the Relationship between Perception of Value and Price and Customer Satisfaction: The Case of Malaysian Telecommunications Industry。The Journal of American Academy of Business，4，309-313。  new window
16.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
17.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
18.Peltier, J. W.、Westfall, J. E.(2000)。Dissecting the HMO-benefits managers relationship: What to measure and why?。Marketing Health Services，20(2)，4-13。  new window
19.楊宗明、周怡君(1997)。顧客滿意度調查--大大鞋業的個案研究。品質學報，4(2)，149-163。  延伸查詢new window
20.Mittal, Vikas、Kamakura, Wagner A.(2001)。Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics。Journal of Marketing Research，38(1)，131-142。  new window
21.Parasuraman, Ananthanarayanan、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implications for Future Research。Journal of Marketing，49(4)，41-50。  new window
22.Baker, Dwayne A.、Crompton, John L.(2000)。Quality, satisfaction and behavioral intentions。Annals of Tourism Research，27(3)，785-804。  new window
23.何雍慶、蘇雲華(19950700)。服務行銷領域顧客滿意模式及服務品質模式之比較研究。輔仁管理評論，2(2)，37-64。new window  延伸查詢new window
24.Hellier, Phillip K.、Geursen, Gus M.、Carr, Rodney A.、Rickard, John A.(2003)。Customer repurchase intention: A general structural equation model。European Journal of Marketing，37(11/12)，1762-1800。  new window
25.Singh, Jagdip、Sirdeshmukh, Deepak(2000)。Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements。Journal of the Academy of Marketing Science，28(1)，150-168。  new window
26.Reichheld, Frederick F.、Sasser, W. Earl Jr.(1990)。Zero Defections: Quality Comes to Services。Harvard Business Review，68(5)，105-111。  new window
27.Day, Ralph L.(1977)。Extending the concept of consumer satisfaction。Advances in Consumer Research，4(1)，149-154。  new window
28.Bowen, John T.、Chen, Shiang‐Lih(2001)。The Relationship between Customer Loyalty and Customer Satisfaction。International Journal of Contemporary Hospitality Management，13(5)，213-217。  new window
29.Gronholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences。Total Quality Management，11(4-6)，509-514。  new window
30.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
31.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。  new window
32.Presbury, R.、Fitzgerald, A.、Chapman, R.(2005)。Impediments to Improvements in Service Quality in Luxury Hotels。Managing Service Quality，15(4)，357-373。  new window
會議論文
1.Dubrovsky, D.(2001)。The Role of Customer Satisfaction in Achieving Business Excellence。The 6th TQM World Congress。Saint Petersburg。  new window
學位論文
1.劉癸君(2003)。以條件評估法與旅遊成本法評估阿里山森林遊樂區之遊憩效益(碩士論文)。國立嘉義大學。  延伸查詢new window
2.鍾智勇(2007)。森林遊樂區遊客滿意度之研究--以雙流國家森林遊樂區為例(碩士論文)。屏東科技大學。  延伸查詢new window
3.林倩琪(2006)。知本國家森林遊樂區遊客滿意度之研究(碩士論文)。國立屏東科技大學。  延伸查詢new window
4.張昆生(2005)。活動服務品質與遊客忠誠度關係之研究--以日月潭泳渡為例(碩士論文)。朝陽科技大學。  延伸查詢new window
5.童雅鈴(2004)。觀光風景區的旅遊動機與滿意度之研究--以內灣風景區為例(碩士論文)。世新大學。  延伸查詢new window
6.曾慶欑(2003)。主題遊樂園附屬旅館之滿意度研究--以劍湖山王子大飯店為例(碩士論文)。南華大學。  延伸查詢new window
7.張勝雄(2004)。森林遊樂區生態旅遊解說服務滿意度之研究以大雪山及八仙山森林遊樂區為例(碩士論文)。國立嘉義大學。  延伸查詢new window
8.蕭文傑(2003)。顧客價值與顧客忠誠度關係之研究--以T連鎖餐廳為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
9.陳秀珠(1996)。國際觀光旅館顧客需求滿意度與再宿意願關係之研究--以圓山大飯店為例(碩士論文)。文化大學。  延伸查詢new window
10.劉思婕(2004)。比較兩岸顧客滿意度、消費者偏好對顧客忠誠度影響之研究--以餐飲業為例(碩士論文)。大葉大學。  延伸查詢new window
11.高惠真(2007)。遊客對奧萬大國家森林遊樂區景觀偏好之研究(碩士論文)。國立嘉義大學。  延伸查詢new window
12.葉湞惠(1998)。服務品質與消費者購後行為相關性之研究--以台中國際觀光旅館為例(碩士論文)。大葉大學。  延伸查詢new window
13.洪嘉蓉(2004)。服務品質、滿意度與忠誠度關係之研究--以中華電信公司ADSL顧客為例(碩士論文)。大葉大學。  延伸查詢new window
14.侯錦雄(1990)。遊憩區遊憩動機與遊憩認知間關係之研究(博士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.Michael, D. J.(2002)。Improving customer satisfaction, loyalty and profit: an integrated measurement and management system。Jossey-Bass, Inc.。  new window
2.Manning, R. E.(1999)。Studies in Outdoor Recreation。Corvallis, Oregon：Oregon State University Press。  new window
3.林東清(2002)。資訊管理：e化企業的核心競爭能力。臺北市：智勝文化事業有限公司。  延伸查詢new window
4.張殿文(2007)。融入顧客情境：臺灣7-ELEVEN的共好經營學。臺北：天下文化。  延伸查詢new window
5.Bateson, H. G.(2002)。Essential of Service Marketing: Concepts, Strategy, and Cases。Harcourt, Inc.。  new window
6.Kotler, P.(2000)。Marketing management。New Jersey：Prentice-Hall。  new window
7.陳澤義(2005)。服務管理。華泰。  延伸查詢new window
圖書論文
1.Pffaf, Martin(1977)。The Index of Consumer Satisfaction: Measurement Problem and Opportunity。The Conceptualization of Consumer Satisfaction and Dissatisfaction。Marketing Science Institute。  new window
 
 
 
 
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