题名

Roles of Salespersons on Stayers and Defectors in Taiwan Tourism

并列篇名

旅行業業務員的服務對顧客留存率之影響

作者

梁直青(Chih-Chin Liang)；黎德重(Le Duc Trong)

关键词

value creation ； customer satisfaction ； relationship development ； service quality ； salespersons ； stayers ； defectors ； 價值創造 ； 顧客滿意度 ； 人際關係的發展 ； 服務品質 ； 銷售人員 ； 台灣旅遊

期刊名称

行銷評論

卷期/出版年月

15卷1期（2018 / 03 / 01）

页次

7 - 52

内容语文

英文
中文摘要

Customer loyalty is conventionally measured in terms of its effects on repurchase intention but not in terms of its effects on actual loyalty behavior. Repurchase intention is also a widely used surrogate for actual loyalty behavior but little research has demonstrated that repurchase intention can accurately predict customers who will stay or defect. This study analyzed four elements of ＂actual loyalty behavior＂ that determines whether a tourist visiting Taiwan is likely to stay or defect: value creation, relationship development, customer satisfaction and service quality. Identifying actual loyalty behavior through stayers is important in establishing a deeper understanding of customer loyalty and it can be helpful for Taiwan tourism. The subjects of the study were 659 Taiwanese residents who had travel experience. The analytical results revealed the differences between stayers and defectors. The implications of this study are also discussed.
英文摘要

傳統的顧客忠誠度是一種概念，但無法視為顧客實際的忠誠度－顧客真正會再次回來消費。換言之，過往研究是假設將回購意圖視為實際的忠誠行為的替代指標，但很少有研究去驗證回購的意圖可以準確地預測顧客將再次回來消費（保留，stayer）或僅表態忠誠卻一去不返（脫離，defector）。據此，本研究引用Williams等人(2011)之研究，透過四個構面分析「實際的忠誠行為」，檢測顧客可能保留或脫離：旅行業務員對旅遊的價值創造、人際關係的發展，顧客滿意度和服務品質。另外，台灣自然和文化資源的豐富性和多樣性，對旅遊的發展提供巨大的潛力，而且台灣對於來自周邊國家的商務旅客和遊客一直是一個很棒的旅遊目的地。若能辨識實際忠誠者和表態忠誠者的忠誠行為之間的差異是很重要的；換言之，若能建立一個更深入的了解顧客忠誠度的模型，這將有利於台灣的旅遊發展。
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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