A Study of the Relationship among Perceived Price, Service Quality,Complaint Attitude and Complaint Behavior in Overseas Traveling Consumers.

• Main Authors: Chun-Yuan Chiao, 喬俊淵
• Other Authors: Ya-Li Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/00376410600134619214

碩士 === 中國文化大學 === 觀光事業研究所 === 95 === Recently, with the raising of consumers’ awareness, the number of overseas traveling consumption dispute case is increasing year by year. How to solve the consumers complains and maintain the market share are becoming the important strategies for business currently. The purpose of this study intends to investigate the nature of relationship among perceived price, service quality, complaint attitude and complaint behavior in overseas traveling consumer. Data of total 312 questionnaires were analyzed. The research findings are as the following items below： (1) To the consumer attitude towards the complaint, perceived price has the right remarkable influence relationship. (2) To the consumer behavior, the perceived price has no direct influence to complaint behavior, for the complaint attitude is the indirect influence factor for the relationship between the perceived price and the complaint behavior. (3) To the consumer attitude and behavior, the service quality has not direct influence to complaint attitude and behavior, for the consumer satisfaction is the indirect influence factor for the relationship among the service quality, complaint attitude and behavior. (4) To the consumer behavior and attitude towards the complaint, perceived price has the right remarkable influence more than service quality. (5) To the complaint behavior, complaint attitude has the right remarkable influence relationship. (6) Overseas travel consumer complaint behavior can be divided into three parts--private complaint (negative attitude towards the complaint), complaining to business (positive attitude towards the complaint), and complaining to a third party (positive and negative attitude towards the complaint).