團體套裝旅遊消費者之消費體驗、滿意度與忠誠度關係之研究

A Study of the Relationships among Consumer Consumption Experience, Satisfaction, and Loyalty for the Group Package Tour

10.30066/JCS.201103.0002

孫德修(Te-Hsiu Sun)；趙正敏(Cheng-Min Chao)；陳家祥(Chia-Hsiang Chen)；張煌基(Huang-Chi Chang)

團體套裝旅遊 ； 消費體驗 ； 滿意度 ； 忠誠度 ； Group Package Tour ； Consumption Experience ； Satisfaction ； Loyalty

顧客滿意學刊

7卷1期（2011 / 03 / 01）

23 - 54

繁體中文

本研究旨在應用Schmitt(1999)建構之體驗行銷模式，修訂適用於量測團體套裝旅遊消費者之消費體驗問卷，並依據文獻與過去學者之研究編製團體套裝旅遊之滿意度及忠誠度之問卷。以臺中地區曾參加旅行社套裝旅遊消費者作爲研究對象，採隨機抽樣方式，共發出1200份問卷，其中有效問卷723份，有效回收率60.25%。研究結果如下：(1)不同背景變項團體套裝旅遊之消費者，在團體套裝旅遊之消費體驗、滿意度與忠誠度上，有顯著差異；(2)團體套裝旅遊消費體驗、滿意度、忠誠度各變項間有顯著相關；(3)團體套裝旅遊消費體驗、滿意度與忠誠度各變項間有顯著徑路關係。本研究根據研究結果對旅行社提出之建議，藉由提昇團體套裝旅遊消費者消費體驗及滿意度，進而提昇消費者之忠誠度，並對後續研究提出建議。

This research adopts Schmitt's Experiential Marketing Mode as a guide. We modify the questionnaire concerning consumer's consumption experience, satisfaction, and loyalty to the Group Package Tour. In addition, this study adopts other questionnaires used by the other scholars. The study targets are Taichung area consumers and 1,200 questionnaires were dispatched to candidates selected at random. This investigation received 723 positive responses yielding a 60.25 percent positive response rate. Questionnaire analysis revealed the following conclusions: (1) Customers from different backgrounds have different satisfaction ratings on the GPT's shopping tour, satisfaction and loyalty. (2) There is a connection between the consumer's consumption experience, satisfaction, and loyalty to the Group Package Tour. (3) There is a connection between the consumer's consumption experience, satisfaction, and loyalty to the Group Package Tour. Based on the results derived, this study proposes a number of managerial suggestions for travel agents to enhance Group Package Tour customers' consumption experience, satisfaction and loyalty. The investigation also makes recommendations for future research.

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