台灣地區旅遊網站顧客忠誠度之研究

The Relationships among Service Quality, Relationship Quality, and Customer Loyalty: A Case Study on Travel Website

10.6428/JCTF.200705.0079

梁榮輝(Jung-Hui Liang)；劉邦典(Pang-Tien Lieu)；林紀璿(Chi-Seun Lin)

服務品質 ； 關係品質 ； 顧客忠誠度 ； Service Quality ； Relationship Quality ； Customer Loyalty

華人前瞻研究

3卷1期（2007 / 05 / 01）

79 - 94

繁體中文

本研究以過往文獻對旅遊業者網站來進行研究，以建立服務品質構面評價，本研究探討旅遊業者網站顧客係以哪些服務品質因素、顧客滿意、顧客信任、顧客忠誠之間的關係性。研究結果發現旅遊業者網站服務品質構面可區分為7個構面，關係品質構面中的信任與滿意可帶來顧客忠誠度的提升，基於上述實證研究之結論，本研究也提出相關結論與建議。

Basing on review the related literature and fitting the characteristics of the Travel industry that develops internet tourism, This research first explores the underlying dimensions of Travel service quality, and then examines the relationships among service quality factors, customer satisfaction, customer trust, and customer loyalty. Seven dimensions of service quality specific to the Travel website were uncovered in the research,. both trust and satisfaction of relationship quality dimensions have positive affect on customer loyalty. Based on result of the empirical study, the conclusions are provided.