大陸旅客來台旅遊行程效率層面服務補救與口碑宣傳之研究

The Study between Efficiency Service Recovery and Word-of-Mouth of Mainland Tourists in Taiwan Trip

董瑞人(Jui-Jen Tung)

效率層面服務補救 ； 服務補救滿意度 ； 口碑宣傳 ； Efficiency service recovery ； Service recovery satisfaction ； Word-of-mouth

島嶼觀光研究

6卷4期（2013 / 12 / 01）

23 - 45

繁體中文

旅行社為旅行業的火車頭行業，當旅客抱怨時，旅行業應提供適時的服務補救以避免旅客流失、使旅客感受到服務補救、服務補救滿意度，提升顧客忠誠度並願意為該旅行程進行口碑宣傳為當前重大問題。本研究探討效率層面服務補救、服務補救滿意度與口碑宣傳關係，以初次來台旅遊並一年內參加過阿里山旅遊行程之大陸旅客為研究對象，利用問卷調查法，回收177份有效問卷，進行研究假說驗證。實證結果得知，效率層面服務補救對服務補救滿意度、服務補救滿意度對口碑宣傳具有正向顯著影響，服務補救滿意度具有中介效果。最後，本研究提出管理意涵，作為旅行業與兩岸旅遊暨觀光主管機關之參考。

Travel agents play an important role in the tourism industry. How these travel agents improve from service failures and the reaction of tourists regarding the service recovery, service recovery satisfaction, customer loyalty and word-of-mouth have become most important issues tourists are concerned. This study discusses the relationship among efficiency service recovery, service recovery satisfaction and word-of-mouth. To establish the model with empirical evidence, this study examines the Alishan tourists to understand the relevance of efficiency service recovery, service recovery satisfaction and word-of mouth. The empirical results show that the significance positive relationship between efficiency service recovery and service recovery satisfaction, service recovery satisfaction and word-of-mouth. Service recovery satisfaction has mediate effect. Finally, this study discusses the managerial implications.

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