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研究生:莊學憲
研究生(外文):Hsueh-Hsien Chuang
論文名稱:導遊服務品質、顧客滿意度、行為意圖與情緒勞務關係之研究
論文名稱(外文):A Study on Relationships among Tour Guide’s Service Quality, Customer Satisfaction, Behavioral Intention and Emotional Labor
指導教授:宋永坤宋永坤引用關係
指導教授(外文):Yung-Kun Sung
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光事業學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:77
中文關鍵詞:行為意圖服務品質情緒勞務顧客滿意度
外文關鍵詞:Behavioral intentionCustomer satisfactionEmotional laborService quality
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近年世界入境以觀光為目的人數增加,臺灣入境觀光人數也因大陸旅客開放來臺逐年增加。導遊人數雖已足夠,但來臺旅客的增加導致品質上可能因第一線服務人員而有所影響,而情緒的表現於第一線服務人員顯而易見。本研究探討大陸團體旅客來臺旅遊,以導遊情緒勞務的不同,對於導遊的服務品質、顧客滿意度與行為意圖之影響。因此,在臺灣各大旅遊景點(中正紀念堂、國父紀念館、台北101等)以便利抽樣方式進行問卷調查,總計回收392份有效問卷,並以結構方程式(SEM)進行統計分析。研究結果發現:大陸旅客對導遊的服務品質會有正向影響其顧客滿意度與行為意圖;顧客滿意度會正向影響行為意圖;且情緒勞務的深層演出對服務品質─顧客滿意度─行為意圖之路徑有干擾效益,表層演出則對服務品質、顧客滿意度與行為意圖之間皆有干擾效益。因此,建議旅行業者應針對導遊的職前訓練,可加強在情緒的表現,尤其在表層演出的部分,以提高其旅客對導遊服務品質,並提升整體滿意度,進而提升行為意圖意願。
In recent years, international tourist arrivals increased. Taiwan inbound tourist also increased, because Chinese tourist increased. Although tour guide is sufficient, but tourists increased to lead to decrease trip quality from customer service personnel performance. This study attempts to explore different emotional labor toward the relationships of service quality, customer satisfaction and behavioral intention. Hence, questionnaires were collected from famous attractions(Chiang Kai-Shek Memorial Hall, Sun Yat-Sen Memorial Hall, Taipei 101 etc.) by random sampling distribution, a total of 392 questionnaires were returned and SEM was used to analyze the data. The results showed that: Service quality positively affects customer satisfaction and behavioral intention; customer satisfaction positively affects behavioral intention; deep action of emotional labor moderates the path of service quality─customer satisfaction─behavioral intention and surface action of emotional labor moderates the relationships among service quality, customer satisfaction and behavioral intention. Therefore, the researcher that the tour guide should be pre-service training, it can enhance the emotional performance, especially the surface action. Tour guide enhances service quality in order to improve customer satisfaction and behavioral intention.
摘要 i
英文摘要 iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 6
第貳章 文獻回顧 9
第一節 服務品質 9
第二節 顧客滿意度 16
第三節 行為意圖 18
第四節 情緒勞務 21
第五節 服務品質、顧客滿意度、行為意圖、情緒勞務之間影響 24
第參章 研究方法與設計 28
第一節 研究架構 28
第二節 操作型定義 29
第三節 問卷設計 31
第四節 資料分析方法 32
第五節 抽樣設計與樣本回收 32
第肆章 資料分析 35
第一節 Cronbach’s α信度分析 35
第二節 常態分析 36
第三節 驗證性因素分析 36
第四節 整體配適度分析 39
第五節 結構模型的檢定與假設檢定 40
第六節 影響效果分析 41
第七節 干擾效果驗證 42
第伍章 結論與建議 46
第一節 結論 46
第二節 管理意涵 48
第三節 研究限制與未來研究建議 49
參考文獻 51
附 錄 65
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