關係行銷對於旅遊者交易意願之影響： 口碑之干擾角色

CCUR > College of Business > Department of Tourism & Graduate Institute of Tourism Industry > Thesis > Item 987654321/26575

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/26575

Title:	關係行銷對於旅遊者交易意願之影響：口碑之干擾角色 The Effects of Relationship Marketing on Travelers’ Transaction Intention: The Moderating Role of Word-of-Mouth
Authors:	陳冰夏 Nongnuch, Raveetiva
Contributors:	觀光事業學系
Keywords:	Relationship Marketing Attitude toward Travel Agency Perceived Value Word-of-Mouth Transaction Intention
Date:	2013
Issue Date:	2014-01-23 13:34:38 (UTC+8)
Abstract:	The main purpose of this study is to investigate the influence of the relationship marketing effects on transaction intention of travel agency in Thailand not only perceived value , trust, attitude toward travel agency are also effects on transaction intention and the moderating effect of word-of-mouth between the influences of trust, attitude toward travel agency, perceived value on transaction intention. In Thailand expand very fast and market continued growing and the consumer has more chance to purchase the travel agency and the distribution channels has been developing, people can access to the product very easily. In this covered with consumers who have been using travel agencies with domestic and outbound. Convenience sampling was adopted for conducting the survey questionnaire. Online questionnaire was used to collect the primary data. Finally there are some moderating variable including word-of-mouth supported enhance the success of transaction intention. This moderating variable predicted the influence of trust, attitude toward travel agency, perceived value on transaction intention. Since previous studies regarding that the relationship marketing effects on perceived value, trust there are the limited, the result of this study provided as an important reference for future academic validations and also provided a base line for travel agency manager for developing the method to attract the consumer in the future.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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