| Summary: | 碩士 === 高雄餐旅學院 === 旅遊管理研究所 === 97 === In recently years, all industry intend to apply Six Sigma or TQM such this program would to upgrade their service quality. But even if industry had the high standard service quality, also could not avoid happen any failure or mistake in service encounter lead to consumer dissatisfied. Which behavior will be taken when consumer dissatisfied？In past research, almost dissatisfied consumer would not to direct respond to the business. Another research for airline passenger also found only 20 percentage passengers would take direct complaint behavior. With regard to this research topic, Travel Agency, according to statistics of Travel Quality Assurance Association（TQAA）indicate most tourist complain cases and disputes are belong to Outbound Group Inclusive tour（GIT）flied. So that the reason of GIT tourists to be object of this study.
After using Descriptive Statistics, Reliability Analysis, Cluster Analysis, One Way ANOVA Analysis and Path Analysis, the results of analysis show as following “Situation Factors” have significant difference in “Level of Dissatisfaction”；“Personal Factors” have part of significant difference in “Consumer Attitude of Complain”. In Structure of travel consumer complain model, through the data of analysis could find out when consumer feel dissatisfied with the travel service, their “Attitude of Complain”and “Perceived likelihood of successful complaint”have a positive effect in “Complain Intention”. But the complain intention is not a real behavior measurement. So when consumers have a higher dissatisfied,”Level of Dissatisfaction” and “Complain Intention” will positive effect “Direct Voice Action” and “The Third Party Action” complain behavior be taken. As above mentioned, Travel Agency should improve their complain management more easily to listen consumer responding of travel service.
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