The Model of Relationship Bonds,Service Quality and Customer Relationship Management of Ideal Travel Web-Site for College and University Teachers

• Main Authors: Jia-Huei Lin, 林佳慧
• Other Authors: Tzu-Chin Rejoice Chou
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/44jur6

碩士 === 銘傳大學 === 應用統計資訊學系碩士班 === 96 === The purpose of the study was to construct the model of relationship bonds, service quality, customer loyalty and customer satisfaction of ideal travel web-site for college and university teachers in Taiwan. Except to construct a model, this study also compares the difference among different teachers, background in relationship bonds, service quality, customer loyalty and customer satisfaction of travel web-site. Eight models were testified based on the literature reviews and theoretical foundation. A proportional stratified random sampling based on the areas in Taiwan was employed in this study, and overall 9,554 samples were administrated either by E-mail and mailed. The returned sample was 419, and the effective sample was 403. The questionnaire was evaluated by 2 rounds Delphi, and included 14 experts to review the questionnaire. In the pretest, all Cronbach’s α for variables were at least higher than 0.75, and all higher than 0.88 for the final study. The items for this study had high reliability and content validity. Analyses were conducted by descriptive statistics, t-test, factor analysis, one-way MANOVA and SEM. The results summarized as followings: (1) Except the 1th model, the other conceptual models did find the better model; (2) Except the 4th model, 6th model and 8th model, the other confirmatory models did find the better model; (3) The best model was 7th model that was found by factor analysis included the relationships among relationship bonds, service quality, customer loyalty and customer satisfaction; (4) The largest variables loading for each factor as followings: relationship bound – structure, service quality – effectiveness, customer loyalty – consumptive desire again, customer satisfaction – service value; (5) Some significantly differences backgrounds were as follows: (a)position, (b) age, (c) interest…,etc. (6) The most significant difference of measurement variables for each factor as followings: relationship bound – financially, service quality – affluent system, completely, customer loyalty – consumptive desire again, customer satisfaction – overall, web environment. Overall, this study did find the final model. In that situation, some conclusions and suggestions for the travel agency, future researchers were proposed at last.