台湾地区旅游行程影响顾客忠诚度实证研究

摘要

This study discusses the impact of Taiwan trip itinerary on customer loyalty. It targets Mainland tourists involving in the trip itineraries in Alishan in the year past, so as to establish a theoretical model with empirical evidences about impact on customer loyalty, including service recovery, service recovery satisfaction and customer loyalty. The empirical results show that it has the significance positive relationship between psychology service recovery and service recovery satisfaction, tangible service recovery and service recovery satisfaction, psychology service recovery and customer royalty, tangible service recovery and customer loyalty, service recovery satisfaction and customer loyalty; and, the service recovery satisfaction has a mediate effect. The authors of this paper finally come up with advice and suggestions on the future management as the reference to competent authorities of the tourism sector.%本文以近一年内参加旅行社赴台旅游，参与阿里山旅游行程的国内游客为研究对象，构建影响顾客忠诚度的理论模型，包括服务补救、服务补救满意度与顾客忠诚度。心理层面服务补救与实质层面服务补救对服务补救满意度、服务补救对顾客忠诚度、服务补救满意度对顾客忠诚度具有显着正向影响，服务补救满意度具有中介变量。本文提出管理启示，作为旅游业主管机关参考。