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題名：以忠誠度區隔探討觀光茶園之顧客價值
書刊名：餐旅暨家政學刊
作者：劉瓊如
作者(外文)：Liu, Chyong-ru
出版日期：2009
卷期：6:3
頁次：頁263-284
主題關鍵詞：觀光茶園；顧客價值；忠誠度；Tourism tea garden；Customer values；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)
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  • 點閱點閱:32
本研究主要拓展茶區消費研究理論，以忠誠度探究觀光茶園之顧客價值。首先運用德爾菲法探訪 23 位專家學者，經兩階段問卷調查後建構觀光茶園顧客價值評估準則有五個層面，包括有茶品便利購買（5 項題項）、茶品擁有良好品質（6 項題項）、表現身份地位（3 項題項）、目的地具有吸引力（5 項題項）、體驗茶文化特色（5 項題項）等24 項；再以忠誠度作為市場區隔變數，將遊客區分為「高忠誠型」、「中忠誠型」、「低忠誠型」等 3 個群體類型，研究結果顯示：「高忠誠型」對茶品擁有良好品質、茶品便利購買等方面較為重視，對當地製茶文化、美食和農特產品較有興趣；「中忠誠型」對於茶品的品質及茶品便利購買最為重視，偏好茶美食、茶道等體驗活動；「低忠誠型」對於茶品良好品質、目的地具有吸引力較重視，喜好茶美食與茶道等活動。建議業者妥善研擬相關忠誠度方案，以吸引新遊客並留住現有遊客，並能從中獲利。
The aim of this study is to expand the tea consumption research theory and study customer values for the tourism tea garden based on loyalty. This study employed the Delphi method to interview 23 professional scholars. After conducting two stages of the questionnaire-survey, this study constructed 24 customer value evaluation standards in 5 perspectives including the convenience of buying tea products (5 questions), the quality of tea (6 questions), showing status (3 questions), appeal of destination (5 questions), experiencing tea culture (5 questions) and other items. Moreover, this study took loyalty as the market segment variable to classify the tourists into a high, average and low loyalty groups. The finding of the research shows that the high loyalty group gave more weight to the tea quality and the convenience for buying tea and were more interested in local tea processing culture, delicacies and agricultural specialties. The average loyalty group mostly valued the tea quality and the convenience of buying tea, with a preference for tea delicacies, ceremony and other related activities. However, the low loyalty group paid more attention to the tea quality and appeal of the destination, and also had a preference for tea delicacies and ceremony. It is recommended that business owners carefully plan related loyalty proposals to attract more new customers, retain the existing customer base to make profit.
Other
1.Petrick, J. F. & Backman, S. J.(2002)。An examination of the construct of perceived value for the prediction of golf travelers‘ intentions to revist。  new window
2.Uhl, N. P.(1990)。Evaluation model and approaches-Delphi technique。  new window
期刊論文
1.Knox, S.(1998)。Loyalty-based segmentation and the customer development process。European Management Journal，16(6)，729-737。  new window
2.Howard, D. R.、Edginton, C. R.、Selin, S. W.(1988)。Determinants of Program loyalty。Journal of Park and Recreation Administration，6，41-51。  new window
3.Slater, S. F.、Narver, J. C.(2000)。Intelligence Generation and Superior Customer Value。Journal of The Academy of Marketing Science，28(1)，120-127。  new window
4.Backman, S. J.、Crompton, J. L.(1991)。Differentiating between high, spurious, latent, and low loyalty participants in two leisure services。Journal of Park and Recreation Administration，9(2)，1-17。  new window
5.Petrick, James F.(2002)。Development of Multi-Dimensional Scale for Measuring the Perceived Value of a Service。Journal of Leisure Research，34(2)，119-134。  new window
6.Backman, S. J.、Veldkamp, C.(1995)。Examination of the Relationship between Service Quality and User Loyalty。Journal of Park and Recreation Administration，13(2)，29-41。  new window
7.Spiteri, J. M.、Dion, P. A.(2004)。Customer value, overall satisfaction, end-user loyalty, and market performance in detail intensive industries。Industrial Marketing Management，33(8)，675-687。  new window
8.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
9.Wirtz, J.、Chew, P.(2002)。The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behavior。International Journal of Service Industry Management，13(2)，141-162。  new window
10.Stum, David L.、Thiry, Alain(1991)。Building Customer Loyalty。Training and Development Journal，45(4)，34-36。  new window
11.Narver, J. C.、Slater, S. F.、MacLachlan, D. L.(2004)。Responsive and proactive market orientation and new-product success。Journal of Product Innovation Management，21(5)，334-347。  new window
12.廖武正、林秀玲(19980200)。臺灣茶商競爭策略之研究。臺灣經濟，254，46-66。  延伸查詢new window
13.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
14.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
15.Nasution, H. N.、Mavondo, F. T.(2007)。Customer value in the hotel industry: What managers believe they deliver and what customer experience。International Journal of Hospitality Management，27(2)，204-213。  new window
16.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
17.Gordon, Beverly(1988)。The Souvenir: Messenger of the Extraordinary。Journal of Popular Culture，20(3)，135-146。  new window
18.McDougall, Gordon H. G.、Levesque, Terrence(2000)。Customer satisfaction with services: Putting perceived value into the equation。Journal of Services Marketing，14(5)，392-410。  new window
19.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
學位論文
1.鄭如婷(2007)。茶觀光客動機與紀念品購買偏好之探討--以貓空地區為例(碩士論文)。中國文化大學。  延伸查詢new window
2.徐榮俊(2006)。台灣茶業經營策略之研究：以天仁茗茶為例(碩士論文)。中原大學。  延伸查詢new window
3.黃世賢(2003)。知識管理應用於鹿谷鄉凍頂烏龍茶產銷之研究(碩士論文)。大葉大學。  延伸查詢new window
4.林世能(2008)。茶園觀光客之旅遊體驗品質、旅遊體驗價值、滿意度與忠誠度之研究(碩士論文)。國立嘉義大學。  延伸查詢new window
5.李京娜(2001)。觀光休閒茶園經營成功關鍵因素與推廣活動之研究--以花東地區為例(碩士論文)。國立彰化師範大學。  延伸查詢new window
圖書
1.Oliver, R. L.(1997)。Satisfaction: A Behavioral Perspective on the Consume。Boston：Irwin：McGrew-Hill。  new window
2.Holbrook, Morris B.(1999)。Consumer Value: A Framework for Analysis and Research。Routledge。  new window
3.Zeithaml, Valarie A.、Bitner, Mari Jo(1996)。Services Marketing。New York, NY：McGraw-Hill。  new window
其他
1.Backman, S.J.(1988)。The utility of selected personal and marketing characteristics in explaining consumer loyalty to selected recreation services。  new window
2.Gallarza, M.& Gilsaura, I.(2006)。Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour。  new window
3.Jensen,O. & Hansen, K. V.(2007)。Consumer values among restaurant customers。  new window
4.Khalifa, A.S.(2004)。Consumer Value: A Review of Recent Literature and Integrative Configuration。  new window
5.Mittal, B. & Sheth, J.N.(2001)。Value Space: Winning the Battle for Market Leadership。  new window
6.Richard, A. H. & Larry, P. P.(1996)。Categories of customer loyalty: An application of the customer loyalty classification framework in the fast food Hamburger market。  new window
7.Reichheld, F.F.& Sasser, W.E.(1990)。Zero defects: quality comes to service。  new window
8.Richins, M.L.(1999)。Possessions, materialism, and other directedness in the expression on self。  new window
圖書論文
1.Holbrook, Morris B.(1994)。The nature of customer value: An axiology of services in the consumption experience。Service quality: New directions in theory and practice。Sage Publications。  new window
 
 
 
 
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