知覺價值、顧客價值、顧客滿意與行爲意圓的關係－澎湖顴光旅遊之實證

The Relationships among Perceived Value, Customer Value, Customer Satisfaction and Behavioral Intentions: An Empirical Study of Penghu Tourism

10.29931/MR.200606.0003

張淑青(Su-Chin Chang)

知覺價値 ； 顧客價値 ； 顧客滿意 ； 行爲意圓 ； Perceived Value ； Customer Value ； Customer Satisfaction ； Behavioral Intentions

行銷評論

3卷2期（2006 / 06 / 01）

169 - 194

繁體中文

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.

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