The Study of the Relationship Among the Key Factor of Service Quality , Tourist Satisfaction and Tourist Royalty . The Case Study of Taiwan Railway Administration .

• Main Authors: Yen-chang Wu, 吳彥璋
• Other Authors: Chih-Chiang Chung
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/11347637682860114159

碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 93 === This study is aimed to investigate the relationship among the service quality of the TRA , tourist satisfaction and tourist royalty . The results from this study can serve as a guidepost for the TRA and McDonald’s manager to running and making strategies about marketing and improving service quality . This research used “questionnaire method”, the samples were gathered the tourists of TRA general trains and the McDonald Do-Do Train . During the investigation period , 510 questionnaires were passed out . Among 510 questionnaires retrieved to be , 491 questionnaires were effective . Therefore , the returning rate of efficient questionnaires had reached 96.27% . In this study , we used the theory of “Service Quality Model of PZB” and the SERVQUAL Chart to be the foundation of this study and make a questionnaire for the field research in TRA . We hope that this study could help TRA and McDonald finding out the key factor of service quality , improving and promoting the service quality practically . This questionnaire included the service quality scale , tourist satisfaction scale , tourist royalty scale and personal background information scale . For analyzing statistics we used some methods as follows：descriptive statistics analysis, item analysis , factor analysis , reliability and validity analysis , t-test and LISREL analysis to apply to this study . After processing the data , we got the following generalization： 1.The tourists of TRA general trains and the McDonald Do-Do Train on service quality expectation in advance had higher score in「Tangible Physical Facilities」and 「Empathy」dimension , but they had lower score in 「Personnel」dimension . 2.The tourists of TRA general trains were more satisfied with「personnel Attitude」, but they were most not satisfied with「the cleaning , sanitation and deliciousness of food」. 3.The tourists of the McDonald Do-Do Train were more satisfied with whole service quality , but they were most not satisfied with the rationality of the paying price . 4.The tourists of the McDonald Do-Do Train had higher royalty , they were willing to take the trains again . On the other hand , the tourists of the TRA trains had lower royalty . 5.At last , study results indicated that： （1）service quality expectation in advance affects realistic feeling of service quality positively . （2）service quality expectation in advance could not affects whole satisfaction positively . （3）service quality expectation in advance affects royalty positively . （4）realistic feeling of service quality affects whole satisfaction positively . （5）realistic feeling of service quality affects royalty positively . （6）whole satisfaction affects royalty positively .