標題: 關係行銷、服務品質、顧客滿意度與顧客忠誠度之研究─ 以迪士尼樂園為例
A Study on the Relationship among Relationship Marketing, Service Quality, Customer Satisfaction and Customer Loyalty of Theme Park:A Case of Walt Disney Attractions
作者: 曾馨儀
Tseng, Hsin-I
唐瓔璋
Tang, Ying-Chan
企業管理碩士學程
關鍵字: 主題樂園;關係行銷;服務品質;顧客滿意度;顧客忠誠度;Theme park;Relationship marketing;Service quality;Customer satisfaction;Customer loyalty
公開日期: 2009
摘要: 在各界普遍看好旅遊業未來發展的情況之下,全球主題樂園業者亦同樣抱持樂觀看法,其中成長快速的亞洲市場更成為兵家必爭之地,各大主題樂園的新建與擴增計畫紛紛展開,而面對全球各大集團業者來勢洶洶,身處亞洲地區的台灣主題樂園業者自然無法置身事外,在2009年底至2010年初,台灣的九族文化村和小人國主題樂園相繼推出日月潭纜車及哆啦A夢摩天輪。2010年起,六福村、遠雄海洋公園、小人國主題樂園等3個主題樂園業者,與香港海洋公園及亞洲各國共13個主題樂園結盟,推出互訪入園折扣的門票優惠。由此可見,亞洲主題樂園市場的競爭將越來越激烈,而台灣主題樂園面臨的考驗也將越來越嚴苛,競爭對象已經不只侷限於台灣本土業者,而是來自全球頂尖的企業。 然而,即使是深受全球遊客喜愛的迪士尼主題樂園,其營運狀況亦非無往不利,綜觀全球迪士尼樂園的營運狀況可以發現,位於美國境外的三個迪士尼樂園營運狀況差異最大,巴黎迪士尼樂園曾連續16年虧損,香港迪士尼樂園從2005年開幕至今則始終處於虧損狀態,僅有東京迪士尼能延續迪士尼神話,甚至更上一層樓。 過去學者研究指出,關係行銷與服務品質是旅遊業者能贏得顧客滿意度與顧客忠誠度的必要條件,因此,本研究以全球迪士尼樂園為研究對象,透過結構方程模式進行分析,瞭解關係行銷與服務品質對於顧客滿意度與顧客忠誠度的影響效果,並以獨立樣本T檢定的統計方法探討東京迪士尼樂園與其他迪士尼樂園之關係行銷與服務品質水準的差異,以及顧客滿意度與顧客忠誠度之比較,最後則希望能透過研究的結果,提供國內主題樂園業者實務上的參考與建議。 本研究的主要發現為:主題樂園關係行銷對於顧客滿意度無正向影響,服務品質對於顧客滿意度具正向影響,顧客滿意度亦對於顧客忠誠度具正向影響,而東京迪士尼樂園的顧客滿意度則優於其他迪士尼樂園,但在關係行銷、服務品質、顧客忠誠度等構面則無顯著差異。
The major purpose of this research is to understand how the relationship marketing, service quality, customer satisfaction can influence customer loyalty. This research integrated with academic books and with related references has developed a relationship marketing, service quality, customer satisfaction and customer loyalty relationship and theory framework. The survey takes the tourists who are from Taiwan have visited one of Disney theme parks. The data collected from questionnaire investigation method by internet, probe into industry this relationship marketing, service quality, and customer satisfaction is it close of connecting with customer loyalty by way of Structural equation modeling. The major findings of this study are summarized as following: 1. The service quality of theme park has an positive effect on customer satisfaction; 2. Increasing theme park’s customer satisfaction can build up customer loyalty; 3. There isn’t a significant, positive correlation between Relationship marketing and Customer Satisfaction. 4. The customer satisfaction of Tokyo Disneyland is better than the other Disney theme parks, but in relationship marketing, service quality, customer loyalty, there was no significant difference in these dimensions.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT079688517
http://hdl.handle.net/11536/44125
Appears in Collections:Thesis


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