休閒農場遊客所知覺的關係投資與關係品質的關聯

Visitors' Perceptions of the Association between Relationship Investment and Relationship Quality in Leisure Farm

10.29429/JSLHR.200903_4(1).06

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

人際溝通 ； 滿意 ； 信任 ； interpersonal communication ； satisfaction ； trust

運動休閒餐旅研究

4卷1期（2009 / 03 / 01）

96 - 109

繁體中文

本文主要探討顧客關係投資與關係品質的關聯性，以高雄小港休閒農業區內休閒農場遊客爲實證母體，利用問卷調查法取得348個有效樣本。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，關係投資與關係品質具有顯著關聯性，人際溝通是預測關係品質較佳的預測變數，對滿意的影響較大。最後，本文依據分析結果提出理論意涵與管理意涵。

This study explored visitors' perceptions of the association between relationship investment and relationship quality in leisure farm. Visitors in Kaohsiung Xiao-gong leisure area were selected as empirical population. A questionnaire survey was conducted and totally 348 valid questionnaires were received. The results indicated that there is a good reliability and validity of our survey instrument; the proposed model was valid and had a highly explaining power. The association between relationship investment and relationship quality was strongly significant. Interpersonal communication was a better predictor for relationship quality and had a higher impact on satisfaction. Finally, theoretical applications and managerial applications were offered based on the results of our study.

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