團體旅遊顧客意見卡發展與創新之研究

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Title:	團體旅遊顧客意見卡發展與創新之研究
Authors:	周淑惠
Contributors:	商學院
Keywords:	顧客意見卡團體旅遊服務品質
Date:	2004-10
Issue Date:	2012-08-13 09:01:29 (UTC+8)
Abstract:	實務界所採行之顧客意見卡存在許多問題，本研究旨在建立一份具有信度、效度且適用於旅行業之創新意見卡。研究首先藉由相關文獻回顧，探討並選取與團體旅遊服務品質相關之重要問項。其後，經由兩階段樣本收集進行新顧客意見卡之建立以及比較。第一階段以400位團體旅遊消費者檢測八家業界所採行之顧客意見卡，綜合第一階段所得的資料，去蕪存菁，取其優點，設計出新的顧客意見卡，隨後再由246位團體旅遊消費者進行新顧客意見卡與既有顧客意見卡之比較。經由獨立樣本T檢定及單因子變異數分析進行檢測，以及信度、效度檢驗等各方面分析的考驗，結果顯示，本研究透過科學之程序，所建構之團體旅遊顧客意見卡具有良好的信度、效度並顯著優於業界所使用之顧客意見卡。本研究所發展之顧客意見卡期能做為國內旅行業者衡量服務品質之有效工具。 The existing customer comment card (CCC) used by major travel agencies involve several drawbacks, such as clarity and precision, tour guide interference in the return delivery, appearance design, data analysis, etc. Hence this study intends to design a new CCC in light of reliability, validity, content and format. The data collection was divided into two stages. In the first stage, samples of 400 students were used to evaluate 8 out of 20 selected CCC. In the second stage, 246 experienced group package tourists were used to further compare the existing CCCs used by major travel agencies with the new CCC which was designed by this present study. By way of independent-samples T test and one-way ANOVA analysis, the results indicated that the new designed CCC was superior to the existing 8 CCCs in View of the content and format. Finally, practical information can be gained from the study's results and implications of this new CCC for practitioners as well as for future research are discussed.
Relation:	文大商管學報 (9卷2期) ：p85 -103
Appears in Collections:	[College of Business Administration] Business Review

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