領隊顧客導向、銷售導向對顧客結果之影響-以團型屬性為干擾變數

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23935

Title:	領隊顧客導向、銷售導向對顧客結果之影響-以團型屬性為干擾變數
Authors:	陳致安
Contributors:	觀光休閒事業管理研究所碩士在職專班
Keywords:	顧客導向 customer orientation 銷售導向 selling orientation 顧客結果 customer outcomes 團型屬性 tour type 干擾變數 moderating effect
Date:	2011
Issue Date:	2012-12-13 09:15:51 (UTC+8)
Abstract:	本研究探討領隊顧客導向、銷售導向對顧客結果之因果關係。此外，以團型屬性之購物團與一般團(非購物)作為比較，並深入探討顧客結果之次構面服務品質、顧客滿意度和顧客忠誠度之影響。本研究採立意抽樣法(purposive sampling)，以線性結構關係模式Lisrel 8.80版進行實證分析。正式問卷回收共計520份，刪除無效問卷後，實得有效問卷389份，有效問卷率為74.80%。研究結果顯示，領隊顧客導向對顧客結果具有正向且顯著之影響。銷售導向對顧客結果具負向不顯著之影響。進一步分析團型屬性之購物團和非購物(一般團)，在購物團之顧客導向對顧客結果之關係，都呈現正向且顯著關係之影響。在銷售導向對顧客結果之關係，都呈現正向且顯著關係之影響；再探討非購物﹙一般團﹚之顧客導向對顧客結果之關係，都呈現正向且顯著關係之影響。在銷售導向對顧客結果之關係，則未呈現顯著關係。本研究提供研究意涵與建議，以利未來模式之建立與研究方向 The purpose of this study is to investigate the causal relationships among selling orientation, customer orientation, customer outcome for group package tour. The mod-erating effect of tour type is also discussed, in addition to a thorough exploration of customer outcome as regards service quality, customer satisfaction, and customer loy-alty. The data collection was conducted locally using sample survey methodology and compiled results were statistically analyzed based on structural equation modeling by software Lisrel 8.8 version. A total of 520 questionnaires were received and 389 valid samples were used for this study (74.80% questionnaire validity rate). The results show that customer orientation is significantly and positively related to service quality, customer satisfaction, and customer loyalty intention, while selling ori-entation is negatively related to service quality, customer satisfaction, and customer loyalty intention. Shopping tour indeed has moderating effects among selling orienta-tion and customer outcomes. Customer orientation is more important to GPT, selling orientation should be used in tourists preferred shopping tour, and conclusions obtained from this study can be used in establishing research models for future study.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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