A Study on the Relationship Between Customers'''''''' Repeated visit Behavior and Their Source Loyalty-A Case Study on Janfuson Fancyworld in Taiwan

• Main Authors: Regina Shiao, 蕭瑞貞
• Other Authors: Wen-Tsann Yang
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/18522997563532747835

碩士 === 逢甲大學 === 土地管理學系 === 87 === Due to the increasing demands on outdoor recreation by the general public, there is keen competition among the privately owned commercial recreation areas. In order to be more competitive, it is important to know the loyalty of their customers and the ways to enhance their loyalty. There were researches on the classification of customer types based on loyalty study for the market segmentation which can be refered for policies and strategies decision making , but few studies were focused on the relations between loyalty and customers'''''''' repeated visit behaviors. Therefore, this study used Janfusun Fancyworld as the study area to investigate these relations and their influencial factors. The study results showed that the customers were more loyal to the attributes of physical and managerial settings than those of social setting. It may imply that the social functions provided by the private recreation areas are poor, yet it shows the opportunity for managers to develop social interaction programs. Our findings also showed that there was no significant difference in loyalty between the first-time visitors and the repeated visitors. The managers should be more concerned about providing quality recreational facilities and services based on the overall demand of customers rather than paying too much attention to their loyalty. The analysis also showed that there was no significant difference in their loyalty among customers'''''''' characteristics which included social economic attributes, the quality of information and the character of companies. However, there was a significant positive relationship between the customer'''''''' degree of satisfaction and their loyalty. It may indicate the importance of enhancing visitors'''''''' satisfaction. In addition to the recreation facilities, providing various types of shows and services were also an important marketing strategy. Because this study also found that about half of the visitors surveyed indicate that various types of shows and services were the factors to attract them to re-visit this recreation area. Several suggestions were also provided for managers'''''''' references.