| 摘要: | 由於中國大陸觀光客來台人數屢創新高，觀光所帶來的經濟效益也備受期待，但是隨著大陸經濟的崛起，消費者保護意識與權益的高漲，雖然陸客來台確實創造不少商機，但陸客大量湧入，對一些熱門景點的參觀品質或企業的服務品質多少會帶來影響，且往往在服務的傳遞過程中，難免都會有服務失誤的發生，以致於消費者對企業的服務發生不滿意，但要如何妥善處理顧客的抱怨，讓顧客重新對業者重新產生信心，進而提升滿意度，是現在旅遊業很重要的一門課題。
有鑑於陸客未來會帶動台灣的旅遊相關產業的發展，因此，研究服務失誤、服務補救與重遊意願之關係並以大陸觀光客為例，以了解在服務大陸觀光客發生服務失誤時，就需要對失誤部分加以補救，讓顧客感到滿意，並增加未來再選擇的意願。
本研究使用敘述性統計分析、信度分析、效度分析、平均數差異檢定、單因子變異數分析、相關分析、迴歸分析及干擾回歸模式分析進行研究，討論服務失誤、服務補救及重遊意願彼此之間的關係，期望研究結果能對於旅遊業者提供有價值得參考。
Due to the increasing number of China tourists, the expectation of economic benefits is promising. Following the emergency of China economies, the awareness of customer protection and customer rights are rising then. Albeit China tourists make abundance of fortune for Taiwan tourism, the quality of visiting heated landscapes and the quality of tour services are affected by the flooding China tourists.The mistakes of services hence would more or less result in the dissatisfaction of customers. To deal with the complaints of customers well, and promote the satisfaction of customer, tourism industry has to meet a significant lesson.
Whereas the tendency of the development of tourism industry promoted by China tourists is quite significant, the studies of service mistake, service reimbursement, and the willingness of revisiting are necessary to comprehend, to ameliorate the negative situations.
Descriptive statistical analysis, reliability analysis, validity analysis, t-test, One-way ANOVA, correlation analysis, regression analysis, and mediative regression analysis are adopted in the study, to explore the relations between service mistakes, service reimbursement and the willingness of revisiting, and eventually to provide valuable recommendations to tourism industry. |
