A Study on Relationships among Factors Affecting Consumer’sChoices, Social Exchange Antecedents,and Loyalty in Travel Agency

• Main Authors: Di-Chun Chen, 陳帝君
• Other Authors: You-De Dai
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/2hja2p

碩士 === 銘傳大學 === 觀光研究所碩士班 === 92 === The 21st century is an era for sustainable tourism and a generation to pay attention in recreation. Because leisure concepts are gradually emphasized than before, people begin to spend more and more time in travel and recreation activities. Due to fast growing demands of the travel market, it is important for travel agency to understand the factors affecting customer’s choices of the travel agency. In tourism industry, travel agency played an important role as an intermediator between travel suppliers and travelers. Within the heavy competitions in the travel agency industry, travel agency should focus on customer loyalty to survive in this environment. In social exchange processes, satisfaction, trust and commitment are important factors to customer loyalty. The purpose of this study wanted to develop an effective and robust structure model to explore relationships among factor affecting customer’s choices (interactive quality, communication, overall convenience, price promotion, products features, and image), social exchange antecedents (overall customer satisfaction, trust, and commitment), and loyalty in the context of travel agency. Further, based iv on the results, this study would suggest practitioners how to improve service and increase customer loyalty. This study was conducted by quota and convenience sampling in Chiang Kai-Shek International Airport (CKS), Taipei and Kaohsiung International Airport (KIA), Kaohsiung. Meanwhile, in Taiwan, the total annual departure travelers are composed of 83% from CKS and 17% from KIA, respectively. Thus, in this study, 900 copies of structural questionnaires were distributed to the departure travelers (750 copies in CKS and 150 copies in KIA). The response rate of survey was 87%. In addition, SPSS and LISREL were used as major tools of data analysis. The results of this study were as follows: Interactive quality was significantly, positively related to customer satisfaction. Communication was significantly, positively related to overall customer satisfaction. Price promotion was significantly, negatively related to overall customer satisfaction. Interactive quality was significantly, negatively related to trust. Price promotion was significantly, negatively related to trust. Product features were significantly, positively related to trust. Image was significantly, positively related to trust. Image was significantly, positively related to commitment. Overall convenience was significantly, negatively related to loyalty. Product features were significantly, positively related to loyalty. Overall customer satisfaction was significantly, positively related to trust. Overall customer satisfaction was significantly, positively related to commitment. Finally, commitment was significantly, positively related to loyalty.