Research on Service Image of the Passengers Satisfaction and Their Loyalty Toward the Hsin-ying and Dong-Shan Service Area of Freeway in Taiwan.

• Main Authors: Han-Liang Kuo, 郭漢喨
• Other Authors: Jin–Cherng Huang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/88858215966503613595

碩士 === 國立嘉義大學 === 森林暨自然資源研究所 === 95 === Abstract The study focuses on the relationships among service image, satisfaction and loyalty. The tourists who visit Hsin-Ying and Dong-Shan Service Area on Freeway are used as the survey target. The study utilized descriptive statistics, Structural Equation Modeling (SEM) is used to analyze the data and to examine the hypotheses of the research. The sample size is 335 cases in Hsin-ying Service Area. Firstly, the result shows that the passengers’ service image and their satisfaction positively affect the loyalty. The path coefficient is 0.39 and 0.51, respectively. In the meanwhile indirectly effect is bigger than directly effect value（0.44＞0.39）, indicate if the traveller's service idea image can be enhanced through the satisfaction, its loyalty will be more high. Secondly, the result shows that the passengers’ service image positively affects the satisfaction. The path coefficient is 0.86. In Dong-Shan Service Area, the sample size is 325 cases. The research shows that the passengers’ service image and their satisfaction positively affect the loyalty. The path coefficient is 0.45 and 0.32, respectively. The passengers’ service image positively affects the satisfaction. The path coefficient is 0.71. Based on the findings, we suggest that tourism entrepreneur can do the right strategic planning for their target market.