题名

都市型休閒農場遊客忠誠度決定因素之探討：關係品質的中介

并列篇名

A Study on the Decision Factor of Tourist Loyalty to an Urban Leisure Farm: The Intermediary of Relationship Quality

DOI

10.6572/JHHE.6(2).1

作者

顏財發(Tsai-Fa Yen)；劉修祥(Hsiou-Hsiang Liu)

关键词

公平性 ； 關係投資 ； 關係品質 ； 忠誠度 ； fairness ； relationship investment ； relationship quality ； loyalty

期刊名称

餐旅暨家政學刊

卷期/出版年月

6卷2期（2009 / 06 / 01）

页次

77 - 103

内容语文

繁體中文
中文摘要

本研究主要探討休閒農場關係投資與公平性如何透過關係品質三個要素的中介作用影響遊客忠誠度。以高雄市小港休閒農業區內休閒農場的遊客爲調查對象，共取得269個有效樣本，進行問卷調查。經結構方程模式分析結果顯示，量表具有良好的信度與效度，假設模式有效且具有良好的解釋力，公平性對滿意、信任、承諾與忠誠度的影響均大於關係投資，關係品質在研究模式中扮演部份中介的角色。最後，本文依據分析結果提出理論意涵與管理意涵，並對未來研究提出建議。
英文摘要

The aim of this research is to study how the relationship investment of a leisure farm and the fairness affects tourist loyalty through the mediating effect of the three factors of relationship quality. This study targets the tourists of the Hsiao Kang leisure agriculture area and has received 269 valid samples to conduct a survey. The result of the structure equation modeling analysis shows that the measurement has good reliability and validity. Assuming the model is effective with good explaining capability, the fairness has a greater impact on satisfaction, trust, commitment and loyalty than on relationship investment. In addition, relationship quality plays part of the mediating role in the research model. Finally, this study proposes both theoretical and managerial implications based on the research results and provides recommendations for future studies.
主题分类 人文學 > 地理及區域研究
生物農學 > 農產加工
社會科學 > 管理學
参考文献
  1. 丁學勤(2006)。分配公平性與程序公平性對滿意度與承諾相對影響力的缺口評論。顧客滿意學刊，2(1)，105-126。
    連結：
  2. 張淑菁(2006)。顧客忠誠驅動因子之研究－顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響。輔仁管理評論，13(1)，107-132。
    連結：
  3. 練乃華、高淑鑾(2005)。服務業顧客知覺關係狀態與未來關係發展之研究。管理評論，24(4)，127-143。
    連結：
  4. Adams, J. S.,L. Berkowitz(Ed.)(1965).Advances in experimental social psychology.New York:Academic Press Inc.
  5. Anderson, E.,Weitz, B.(1989).Determinants of continuity in conventional industrial channel dyads.Marketing Science,8,310-323.
  6. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
  7. Anderson, J. C.,Narus, J. A.(1990).A model of distributor firm & manufacturer firm working partnerships.Journal of Marketing,54,42-58.
  8. Bagozzi, R. P.(1995).Reflections on relationship marketing in consumer markets.Journal of the Academy of Marketing Science,23(4),272-277.
  9. Baker, T. L.,Simpson P. M.,Siguaw, J. A.(1999).The impact of suppliers' perception of reseller market orientation on key relationship constructs.Journal of the Academy of Marketing Science,27(1),50-57.
  10. Bansal, H. S.,Irving, P. G.,Taylor, S. F.(2004).A three-component model of customer commitment to service providers.Journal of Academy of Marketing Science,32(3),234-250.
  11. Bendapudi, N.,Berry, L. L.(1997).Customers' motivations for maintaining relationships with service providers.Journal of Retailing,73(1),15-37.
  12. Bettencourt, L. A.(1997).Customer voluntary performance: Customer as partners in service delivery.Journal of Retailing,73(3),383-406.
  13. Bies, R. J.,Moag, J. S.,Sheppard, B. (Ed.)(1986).Research on Negotiation in Organizations, Greenwich.Interactional justice: communication criteria for fairness,1(1),43-55.
  14. Bloemer, J.,Odekerken-Schröder, G. J.(2002).Store satisfaction & store loyalty explained by customer & store related factors.Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior,15,68-80.
  15. Boulding, W.,Kalra, A.,Staelin, R.,Zeithaml, V. A.(1993).A dynamic process model of service quality: From expectations to behavioral intentions.Journal of Marketing Research,30,7-27.
  16. Chiou, J.,Droge, C.,Hanvanich, S.(2002).Does customer knowledge affect how loyalty is formed?.Journal of Service Research,5(2),113-124.
  17. Cronin, J. J.,Taylor, S. A.(1992).Measuring service quality: A reexamination and extension.Journal of Marketing,56(3),55-68.
  18. Crosby, L. A.,Evans K. R.,Cowles D.(1990).Relationship quality in services selling: An interpersonal influence perspective.Journal of Marketing,54(3),68-81.
  19. De Wulf, K.,Odekerken-Schröder, G.(2003).Journal of Retailing & Consumer Services,10(2),95-108.
  20. De Wulf, K.,Odekerken-Schröder, G.,Iacobucci, D.(2001).Investments in consumer relationships: A cross-country & cross-industry exploration.Journal of Marketing,65(4),33-50.
  21. Deutsch, D.(1985).Quantum theory, the church-turing principle and the universal quantum computer.Proceedings of the Royal Society of London A,400,97-117.
  22. Dick A. S.,Bas, K.(1994).Customer loyalty: Toward an integrated conceptual framework.Journal of the Academy of Marketing Science,22(2),99-113.
  23. Doney, P. M.,Cannon, J. P.(1997).An examination of the nature of trust in buyer-seller relationships.Journal of Marketing,61(1),35-51.
  24. Dwyer, F. R.,Schurr, P. H.,Oh, S.(1987).Developing buyer-seller relationships.Journal of Marketing,51(2),11-27.
  25. Fondacaro, M. R.,Dunkle, M.,Pathak, M. K.(1998).Procedural justice in resolving family disputes: A psychosocial analysis of individual and family functioning in late adolescence.Journal of Youth & Adolescence,27,101-119.
  26. Fornell, C.(1992).A national customer satisfaction barometer: The Swedish experience.Journal of Marketing,55(1),1-21.
  27. Ganesan, S.(1994).Determinants of long- term orientation in buyer-seller relationships.Journal of Marketing,58(2),1-19.
  28. Garbarino, E.,Johnson, M. S.(1999).The different roles of satisfaction, trust, and commitment in customer relationships.Journal of Marketing,63(2),70-87.
  29. Goodman, L. E.,Dion, P. A.(2001).The determinants of commitment in distributor-manufacturer relationships.Industrial Marketing Management,30,287-300.
  30. Greenberg, J.(1990).Organizational justice: Yesterday, today, & tomorrow.Journal of Management,16,399-432.
  31. Henning-Thurau, T.,Gwinner, K. P.,Gremler, D. D.(2002).Understanding relationship marketing outcomes.Journal of Service Research,4(3),230-247.
  32. Hocutt, M. A.,Chakraborty, G.,Mowen, J. C.(1997).The impact of perceived justice on customer satisfaction & intention to complain in a service recovery.Advances in Consumer Research,24,457-463.
  33. Hong, W. W.(2005).Unpublished thesis, Department of Business Administration, Feng-chia University.
  34. Huang, Perng-Fei.(1998).USA,Department of Marketing and Management, School of Business Administration, University of Mississippi.
  35. Jones, T. O.,Sasser, W. E. J.(1995).Why satisfied customers defect.Harvard Business Review,73(6),88-99.
  36. Kang, Y. S.,Ridgway, N. M.(1996).The importance of consumer market interactions as a form of social support for elderly consumers.Journal of Public Policy & Marketing,15(1),108-117.
  37. Kim, T.,Kim, W. G.,Kim, H.(2009).The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels.Tourism Management,30(1),51-62.
  38. Kumar, N.,Scheer, L. K.,Steenkamp, J. B.(1995).The effects of perceived interdependence on dealer attitudes.Journal of Marketing Research,32,348-356.
  39. Lagace, R. R.,Dahlstrom, R.,Grassenheimer, J. B.(1991).The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry.Journal of Personal selling & Sale Management,11(4),39-47.
  40. Lind, E. A.,Tyler T.(1988).The social psychology of procedural justice.New York:Plenum Press.
  41. Marsh, H. W.,Balla, J. R.,McDonald, R. P.(1988).Goodness-of-fit indices in confirmatory factor analysis: the effect of sample size.Psychological Bulletin,103(3),391-410.
  42. Moorman, C.,Zaltman, G.,Deshpande, R.(1992).Relationships between Providers and Users of Marketing Research: The Dynamics of Trust within and between Organizations.Journal of Marketing Research,29(2),314-329.
  43. Morgan, R. M.,Hunt, S. D.(1994).The commitment-trust theory of relationship marketing.Journal of Marketing,58(3),20-38.
  44. Oliver, R. L.(1997).Satisfaction: A behavioral perspective on the consumer.New York:Irwin.
  45. Oliver, R. L.(1999).Whence consumer loyalty?.Journal of Marketing,63,33-44.
  46. Oliver, R. L.,Swan, J. E.(1989).Consumer perceptions of interpersonal equity & satisfaction in transactions: a field survey approach.Journal of Marketing,53(2),21-35.
  47. Ostrom, A.,Iacobucci, D.(1995).Consumer trade-offs & the evaluation of services.Journal of Marketing,59(1),17-28.
  48. Ranaweera, C.,Prabhu, J.(2003).On the relative importance of customer satisfaction & trust as determinants of customer retention & positive word of mouth.Journal of Targeting, Measurement & Analysis of Marketing,12,82-90.
  49. Reichheld, F. F.(1996).The loyalty effect.Harvard Business School Press.
  50. Seiders, K.,Berry, L. L.(1998).Service fairness: What it is & why it matters.Academy of Management Executive,12(2),8-20.
  51. Shapiro, D.,Kirkman, B.(1999).Employees' reaction to the change to work teams: The influence of "anticipatory" injustice.Journal of Organizational Change Management,12(1),51-60.
  52. Sharma, N.,Patterson, P. G.(2000).Switching costs, alternative attractiveness & experience as moderators of relationship commitment in professional, consumer services.International Journal of Service Industry Management,11(5),470-490.
  53. Singh, J.,Sirdeshmukh, D.(2000).Agency & trust mechanisms in consumer satisfaction & loyalty judgments.Academy of Marketing Science,28,150-167.
  54. Smith, A. K.,Bolton, R. N.,Wagner, J.(1999).A model of customer satisfaction with service encounters involving failure & recovery.Journal of Marketing Research,36(8),356-372.
  55. Smith, B.(1998).Buyer-seller relationships: Bonds, relationship management, & sex-type.Canadian Journal of Administrative Sciences,15(1),76-92.
  56. Szmigin, I.,Bourne, H.(1998).Consumer equity in relationship marketing.The Journal of Consumer Marketing,15(6),544-556.
  57. Szymanski, D. M.,Henard, D. H.(2001).Customer satisfaction: A meta-analysis of the empirical evidence.Journal of the Academy of Marketing Science,29(1),16-35.
  58. Tax, S. S.,Brown, S. W.,Chandrashekaran, M.(1998).Customer evaluations of service complaint experiences: implications for relationship marketing.Journal of Marketing,62(2),60-72.
  59. Tyler, T. R.,Lind, E. A.(1992).A relational model of authority in groups.Advances in Experimental Social Psychology,25,115-191.
  60. Westbrook, R. A.(1981).Sources of consumer satisfaction with retail outlets.Journal of Retailing,57,68-85.
  61. Wetzels, M.,De Ruyter, K.,Van Birgelen, M.(1998).Marketing service relationships: the role of commitment.Journal of Business & Industrial Marketing,13(4-5),406-423.
  62. Woodruff, R. B,Cadotte, R. E.,Jenkins, L. R.(1983).Modeling consumer satisfaction processes using experience-based norms.Journal of Marketing Research,20,296-304.
  63. Wray, B.,Palmer, A.,Bejou, D.(1994).Using neural network analysis to evaluate buyer-seller relationship.European Journal of Marketing,28(4),32-48.
  64. Zeithaml, V. A.,Berry, L. L.,Parasuraman, A.(1996).The behavioral consequences of service quality.Journal of Marketing,60(2),31-46.
  65. 丁學勤(2003)。國立成功大學企業管理系未出版博士論文。
  66. 丁學勤(2005)。在行銷通路中公平性、滿意度、信任、承諾之間的關係。工商管理學報，1(1)，45-65。
  67. 王怡文(2003)。國立高雄第一科技大學行銷與流通管理系未出版碩士論文。
  68. 池文海、張書豪、林一爲(2007)。銀行消費者貸款業務自發性行爲之研究。經營管理論叢，3(2)，77-96。
  69. 認識農業政策
  70. 林永順、顏財發(2007)。公平性、滿意度、信任與承諾的關係：連鎖超商與非連鎖超商實証研究。中華農學會報，8(6)，502-516。
  71. 林淑姬、樊景立、吳靜吉、司徒達賢(1994)。薪酬公平、程序公正與組織承諾、組織公民行爲關係之研究。管理評論，13(2)，87-108。
  72. 林鉦棽(1996)。組織公正、信任、組織公民行爲之研究：社會交換理論之觀點。管理科學學報，13(3)，391-415。
  73. 段兆麟(2006)。休閒農業－體驗的觀點。台北:偉華書局。
  74. 張瑞當、徐漢祥、倪豐裕(2001)。公平性認知對組織成員工作滿意度與組織承諾影響之實證研究。中山管理評論，9，135-163。
  75. 陳昭郎、段兆麟、林豐瑞、謝佳珍(2007)。從經營者面估計2006年國內休閒農業區產值。農業推廣文彙，52，199-221。
  76. 陳澤義、陳建州(2004)。關係滿意、信任與承諾影響因素的探討－以銀行個人理財部門爲例。商管季刊，5(3)，347-373。
  77. 國內旅遊統計
被引用次数
  1. 顏財發(2012)。餐飲顧客投機客訴行為的決定因素。運動休閒餐旅研究，7(2)，29-44。
  2. 顏財發、陳永杰(2012)。公平對待贏得好口碑？關係品質角色的探討。管理實務與理論研究，6(1)，1-14。
  3. 顏財發、陳正奇(2013)。主觀規範對休閒農場遊客承諾─行為意向關係影響之研究。管理實務與理論研究，7(1)，27-39。
  4. 鍾政偉、陳桓敦、林佳穎(2012)。品牌知覺、廣告效果與關係品質對購買意願影響之研究。Journal Of Data Analysis，7(5)，137-158。
  5. (2011).How to Achieve Visitors' Behavioral Loyalty: Empirical Study of Leisure Farms in Taiwan and Beijing.管理實務與理論研究,5(4),38-53.
print cancel