臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：旅行社推廣行銷活動以促進顧客之誠信、承諾、滿意度關聯性之研究：消費者特性為情境因素
書刊名：朝陽商管評論
作者：陳家成／吳錦錩 引用關係／陳英傑
作者(外文)：Chen, Jia-chern／Wu, Ching-chang／Chen, Ying-chieh
出版日期：2015
卷期：14:1
頁次：頁25-53
主題關鍵詞：推廣行銷活動；誠信；承諾；滿意度；消費者特性；Promoting marketing activities；Trust；Commitment；Satisfaction；Consumer characteristics
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(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:84
  • 點閱點閱:87
在觀光旅遊業高度競爭環境下，各大旅行社業者為保有其競爭優勢必須不斷地創造無形的高品質服務，並與顧客維持長期的互惠關係，藉此來保留住顧客。因此，本研究主要探討香港旅行社如何藉由推廣行銷活動（建立、增強與維持顧客關係）以促進買賣雙方的誠信、承諾與滿意度。此外，將消費者特性作為情境因素以探討企業推廣行銷活動與消費者特性之交互關係與雙方的承諾、誠信與滿意度之關聯性。本研究以香港旅行社顧客為研究對象，總共收集有效問卷為561份。研究結果顯示推廣行銷活動對於誠信、承諾與滿意度具有顯著正向關係，尤其在顧客認知旅行社從事「維持關係」對於誠信、承諾與滿意度具有較高的正向關係，高於來自於「建立關係」與「增強關係」之影響。此外，在推廣行銷活動與消費者特性（社經地位、旅遊經驗、旅遊重視程度）之交互關係與誠信、承諾與滿意度有顯著相關。最後，我們根據研究結果分別提出學術與管理上的貢獻與建議。
In the highly competitive environment of travel industry, the travel agencies must create higher intangible quality of service and maintain long term relationship with their customer in order to retain customers. This study examines the association between promoting marketing activities (establishing, developing, and maintaining) and trust, commitment, satisfaction, along with the contingent impact of consumer characteristics. The data for this study were collected from the customers at travel agencies in Hong Kong and a total of 561 questionnaires were valid samples. The empirical results indicate that promoting marketing activities has a significantly positive correlation with trust, commitment, and satisfaction. Especially, customers perceive the marinating relationship from travel agency have higher influence than establishing relationship and developing relationship. In contrast, promoting marketing activities interacted with consumer characteristics (socioeconomic status, travel experience, emphasis degree of travel) displays a significantly positive correlation with trust, commitment, and satisfaction. Finally, in accordance with our findings, some practical suggestions are provided for future researchers and practitioners.
期刊論文
1.Oakley, J.、Bush, A. J.(2012)。Customer entertainment in relationship marketing: A literature review and directions for future research。Journal of Relationship Marketing，11(1)，21-40。  new window
2.廖則竣、江志卿(20050100)。網站服務品質、顧客滿意度及後續行為意圖之探討：以網路購物為例。管理與系統，12(1)，23-47。new window  延伸查詢new window
3.Fyall, A.、Callod, C.、Edwards, B.(2003)。Relationship marketing: the challenge for destinations。Annals of Tourism Research，30(3)，644-659。  new window
4.Bardis, P. D.(1969)。A bill scale: A technique for measurement of attitudes toward oral contraception。Social Science，44(1)，9-20。  new window
5.Mägi, Anne W.(2003)。Share of Wallet in Retailing: The Effects of Customer Satisfaction, Loyalty Cards and Shopper Characteristics。Journal of Retailing，79(2)，97-106。  new window
6.Bruecknera, J. K.、Zhang, A.(2010)。Airline emission charges: Effects on airfares, service quality, and aircraft design。Transportation Research Part B: Methodological，44(8/9)，960-971。  new window
7.Coltman, T.、Devinney, T. M.、Midgley, D. F.(2011)。Customer relationship management and firm performance。Journal of Information Technology，26(3)，205-219。  new window
8.Homburg, A. M.(2003)。Relationship Characteristics as Moderators of the Satisfaction-Loyalty Link: Findings in a Business-to-Business Context。Journal of Business to Business Marketing，10(3)，35-62。  new window
9.Keiningham, T. L.、Lerzan, A.、Cooil, B.、Peterson, K.、Vavra, T. G.(2006)。A Longitudinal Examination of the Asymmetric Impact of Employee and Customer Satisfaction on Retail Sales。Managing Service Quality，16(5)，442-459。  new window
10.Mittal, Vikas、Baldasare, P. M.(1996)。Impact Analysis and the Asymmetric Influence of Attribute Performance on Patient Satisfaction。Journal of Health Care Marketing，16(3)，24-31。  new window
11.Mohammad, J. T.、Abbas, S.(2015)。Recognizing Relationship Marketing Dimensions and Effects on Customer Satisfaction, Loyalty and Word of Mouth Advertisement。MAGNT Research Report，3(4)，62-86。  new window
12.Osman, Z.、Sentosa, I.(2013)。A study of mediating effect of trust on customer satisfaction and customer loyalty relationship in Malaysian rural tourism。European Journal of Tourism Research，6(2)，191-206。  new window
13.Sheth, J. N.、Shah, R. H.(2003)。Till death do us part...but not always: six antecedents to a customer's relational preference in buyer-seller exchanges。Industrial Marketing Management，32(8)，627-631。  new window
14.Pi, W.-P.、Huang, H.-H.(2011)。Effects of promotion on relationship quality and customer loyalty in the airline industry: The relationship marketing approach African。Journal of Business Management，5(11)，4403-4414。  new window
15.Zhang, J.、Ghorbani, A. A.、Cohn, R.(2007)。A familiarity-based trust model for effective selection of sellers in multi-agent e-commerce systems。International Journal of Information Security，6(5)，333-344。  new window
16.Anderson, J. C.、Narus, J. A.(1990)。A model of distributer firm and manufacturer firm working partnerships。Journal of Marketing，54，42-58。  new window
17.Grönroos, Christian(1990)。Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface。Journal of Business Research，20(1)，3-11。  new window
18.Kim, W. G.、Cha, Y.(2002)。Antecedents and consequences of relationship quality in hotel industry。International Journal of Hospitality Management，21(4)，321-338。  new window
19.Macintosh, Gerrard、Lockshin, Lawrence S.(1997)。Retail relationships and store loyalty: a multi-level perspective。International Journal of Research in marketing，14(5)，487-497。  new window
20.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(199007)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
21.Rauyruen, P.、Miller, K. E.(2007)。Relationship Quality as A Predictor of B2B Customer Loyalty。Journal of Business Research，60(1)，21-31。  new window
22.Bove, L.、Mitzifiris, B.(2007)。Personality traits and the process of store loyalty in a transactional prone context。The Journal of Services Marketing，21(7)，507-519。  new window
23.謝依靜、吳嘉慧(20040800)。金融服務業顧客關係利益與忠誠度之探討。臺灣管理學刊，4(2)，225-249。new window  延伸查詢new window
24.Gerpott, Torsten J.、Rams, Wolfgang、Schindler, Andreas(2001)。Customer Retention, Loyalty, and Satisfaction in the German Mobile Cellular Telecommunications Market。Telecommunications Policy，25(4)，249-269。  new window
25.Kaiser, Henry F.(1974)。An index of factorial simplicity。Psychometrika，39(1)，31-36。  new window
26.Dwyer, F. Robert、Schurr, Paul H.、Oh, Sejo(1987)。Developing Buyer-Seller Relationships。Journal of Marketing，51(2)，11-27。  new window
27.Ulaga, Wolfgang、Eggert, Andreas(2006)。Relationship value and relationship quality: broadening the nomological network of business-to-business relationships。European Journal of Marketing，40(3/4)，311-327。  new window
28.Moorman, Christine、Deshpandé, Rohit、Zaltman, Gerald(1993)。Factors Affecting Trust in Market Research Relationships。Journal of Marketing，57(1)，81-101。  new window
29.Eggert, Andreas、Ulaga, Wolfgang(2002)。Customer perceived value: a substitute for satisfaction in business markets?。The Journal of Business & Industrial Marketing，17(2/3)，107-118。  new window
30.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
31.Ravald, Annika、Grönroos, Christian(1996)。The value concept and relationship marketing。European Journal of Marketing，30(2)，19-30。  new window
32.李正文、陳煜霖(20050300)。服務品質、顧客知覺與忠誠度間關係之研究--以行動通訊系統業為例。顧客滿意學刊，1(1)，51-84。new window  延伸查詢new window
33.陳建文、洪嘉蓉(20050700)。服務品質、顧客滿意度與忠誠度關係之研究--以ISP為例。電子商務研究，3(2)，153-172。new window  延伸查詢new window
34.Brady, Michael K.、Cronin, J. Joseph Jr.(2001)。Some New Thoughts on Conceptualizing Perceived Service Quality: a Hierarchical Approach。Journal of Marketing，65(3)，34-49。  new window
35.Anderson, Erin、Weitz, Barton(1992)。The use of pledges to build and sustain commitment in distribution channels。Journal of Marketing Research，29(1)，18-34。  new window
36.Cardozo, Richard N.(1965)。An Experimental Study of Customer Effort, Expectation, and Satisfaction。Journal of Marketing Research，2(3)，244-249。  new window
37.Segars, Albert H.、Grover, Varun(1998)。Strategic Information Systems Planning Success: An Investigation of the Construct and Its Measurement。MIS Quarterly，22(2)，139-163。  new window
38.Komiak, Sherrie Y. X.、Benbasat, Izak(2006)。The effects of personalization and familiarity on trust and adoption of recommendation agents。MIS Quarterly，30(4)，941-960。  new window
39.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
40.Baumann, Chris、Burton, Suzan、Elliott, Greg(2005)。Determinants of Customer Loyalty and Share of Wallet in Retail Banking。Journal of Financial Services Marketing，9(3)，231-248。  new window
41.Roberts, Keith、Varki, Sajeev、Brodie, Rod(2003)。Measuring the Quality of Relationships in Consumer Service: An Empirical Study。European Journal of Marketing，37(1/2)，169-196。  new window
42.Das, K.(2009)。Relationship Marketing Research (1994-2006): An Academic Literature Review and Classification。Marketing Intelligence & Planning，27(3)，326-363。  new window
學位論文
1.陳方元(2006)。台灣地區航空公司顧客關係利益與忠誠度關係之研究(博士論文)。國立成功大學。new window  延伸查詢new window
2.吳師豪(2004)。關係品質與關係結果之研究(博士論文)。國立臺北大學。new window  延伸查詢new window
圖書
1.Zaltman, Gerald、Burger, P. C.(1975)。Marketing research: Fundamentals and dynamics。Dryden Press。  new window
2.Berry, L. L.、Parasuraman, A.、Zeithaml, V. A.(1991)。Marketing Services: Competing through Quality。New York：The Free Press。  new window
3.Kalakota, R.、Robinson, M.(1999)。E-Business: Roadmap for Success。Reading, Mass.：Pearson Educational。  new window
4.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
5.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
6.Comrey, Andrew L.(1973)。A first course in factor analysis。Academic Press。  new window
7.Hair, J. F.、Anderson, R. E.、Tatham, R.、Black, W. C.、Babin, B. J.(2010)。Multivariate Data Analysis with Readings。Prentice Hall International。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：803（臺灣：784，外國：19） ／ 本年度總使用人次：1908780 ／ 訪客人次（自102年09月）：67715604
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上