| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 94 === Following the government policy implement, the developing of technologic Internet and the environment of intense competition, the interactive model between the travel agencies and customer had great changed in commerce behavior. The customers’ demand high image and quality that provided by the travel agencies in recent years. Travel agencies must devote to maintain the customer relationship to achieve more customer perceived value, customer satisfaction and customer loyalty that is one of the most concerned issues to the travel industry’ managers. According to the literature review, the framework of this research was based on the associated research and model of European Customer Satisfaction Index that developed by ECSI Technical Committee(1998). Secondly, the subject of respondents who participated in the group package tour were requested to answer the questionnaire between July and August 2005. The main finding of this research showed that brand image had direct significant influence on the perceived value, customer satisfaction and customer loyalty. Service quality had direct significant impact on the perceived value and customer loyalty. Perceived value had direct influence on customer satisfaction as well as customer satisfaction had direct significant impact on customer loyalty. Additionally, the path between service quality and customer satisfaction was the analysis also showed that service quality had an indirect influence on customer satisfaction and customer loyalty through perceived value. Finally, suggestions were made for travel agencies’ executive and future research.
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