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題名：知覺價值、顧客價值、顧客滿意與行為意圖的關係--澎湖觀光旅遊之實證
書刊名：行銷評論
作者：張淑青
作者(外文)：Chang, Su-chin
出版日期：2006
卷期：3:2
頁次：頁169-194
主題關鍵詞：知覺價值；顧客價值；顧客滿意；行為意圖；Perceived value；Customer value；Customer satisfaction；Behavioral intentions
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(16) 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:16
  • 共同引用共同引用:30
  • 點閱點閱:39
顴光産業焉澎湖經濟發展之主要産業之一，了解澎湖顴光遊客之行爲意圓，可作爲澎湖發展顴光的參考依據。過去一些研究均主張顧客滿意是影響後續行爲意圓的前因變項，但顧客滿意研究僅探討交易「得」項或「利益」面，忽略交易「給」項或「曦牲」面的探討，促使一些行銷學者主張顧客滿意調查應連結顧客價値一併探討，才能驅動購買爲與忠誠，也隱含將價值、顧客滿意與行爲意圓合併探討之研究價値。本研究目的旨在探討影響澎湖遊客未來重遊與推薦等行爲意圓的相關因素，建構以知覺價値爲前因變項、顧客價値及顧客滿意爲仲介變項、以行爲意圓爲結果變項之因果模式，撰擇到訪澎湖的遊客爲研究樣本進行問卷調查。研究結果顯示知覺價値會正向影響顧客價値與顧客滿意、顧客價値會正向影響顧客滿意、顧客價値與顧客滿意亦會正向影響行爲意圓；但知覺價値對行爲意圓則無顯著影響，同時亦驗證顧客滿意、顧客價値爲因果模式之仲介變項，將研究分析結果提供澎湖顴光相關産業在管理上之參考輿建議。
Tourism industry is one of major industries for economies development in Penghu Islands, to realize the visitors' future intentions is able to offer some concrete suggestions for tourism development. There are some previous studies proposed that customer satisfaction is an antecedent variable of future intentions. While customer satisfaction research discussed solely about what the consumers "get" or "benefit"; and ignored what they "give" or "sacrifice" in their exchange behavior. Thus intend some marketing researchers to propose that the customer satisfaction surveys need to link the knowledge of the customer value, so as to drive the customers' buying behavior and their loyalty. Hence, implying that is worthy of exploring the relationships among value, customer satisfaction and behavioral intentions. The purpose of this study is to discuss about the related influenced factors of the visitors' future re-visit and recommend intentions in Penghu, building a cause-effects model which takes perceived value as antecedent variable, customer value and customer satisfaction as the mediated variables, behavioral intentions as effect variable. The visitors who took air transportation were selected as study samples and tested the constructed model. Results indicate that perceived value has significant positive effect on both of customer value and customer satisfaction; customer value has significant positive effect on customer satisfaction; both of customer value and customer satisfaction has significant positive effect on behavioral intentions, while perceived value has no significant effect on behavioral intentions, the mediating effects of customer value and customer satisfaction on cause-effects model has been tested. On the basis of the research results, implications are discussed and concrete managerial suggestions are developed for related tourism industry in Penghu.
期刊論文
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20.Day, Ellen(2002)。The Role of Value in Consumer Satisfaction。Journal of Consumer Satisfaction, Dissatisfaction and complaining Behavior，15(1)，22-32。  new window
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47.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
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會議論文
1.Anderson, E. W.(1995)。An economic approach to understanding how customer satisfaction affects buyer perceptions of value。AMA Winter Educators Conference，102-107。  new window
學位論文
1.陳進成(2003)。電子商務顧客價值、滿意度與忠誠度之研究--以電子商店為例(碩士論文)。中原大學。  延伸查詢new window
2.吳婷怡(2005)。關係行銷、服務品質與顧客價值對顧客忠誠度之關聯性研究--以台南都會區量販店為例(碩士論文)。南華大學。  延伸查詢new window
3.洪瑞英(2004)。顧客導向、服務品質、顧客價值與顧客滿意度之關聯性研究--以花蓮地區國際觀光旅館為例(碩士論文)。國立東華大學。  延伸查詢new window
4.張淑青(2000)。價格知覺對顧客滿意影響之研究--以觀光旅遊為例(博士論文)。國立臺北大學，新北市。new window  延伸查詢new window
圖書
1.交通部觀光局澎湖國家風景區管理處(2003)。澎湖國家風景區遊客調查暨旅遊人次推估模式建立規劃報告。  延伸查詢new window
2.Gale, Bradley T.、Wood, Robert Chapman(1994)。Managing Customer Value: Creating Quality and Service that Customers Can See。New York：The Free Press。  new window
3.Monroe, Kent B.(1990)。Pricing : Marketing Profitable Decisions。McGraw-Hill Publishing Company。  new window
4.陳正昌、程炳林(1998)。SPSS、SAS、BMDP統計軟體在多變量統計上的應用。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
5.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
6.Woodruff, Robert B.、Gardial, Sarah Fisher(1996)。Know your Customer: New Approaches to Understanding Customer Value and Satisfaction。Blackwell Publications。  new window
7.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
 
 
 
 
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