A study of the Internet-Based Relationships Marketing on the Study Tour Agency

• Main Authors: Kai-Li Hsiang, 項凱莉
• Other Authors: Sheng-Hshing Tsaur
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/77776470530966544081

碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 97 === This study is aimed at exploring the relationships between the consumer satisfaction and trust of the service and information provided from the Internet-based marketing of the Study Tour Agency. Customers (most of them are students) of the Study Group usually use the Internet to access the products of overseas study and relevant information in this field before deciding to join the ESL program. In this research, customers who intend to join Merica Group Study Tour have been chosen as objects. The research method used is the survey method, in which 190 valid questionnaires are collected. SPSS15.0 and AMOS 7.0 are applied as the statistical tools that the demographic statistics, relationships among related variables and customer behaviors are explored, and hypotheses are examined. The findings show positive relationships between the constructs of（1）personal service and customer satisfaction,（2）personal service and trust,（3）customer satisfaction and trust, and（4）Internet user friendly and customer satisfaction. However, the Internet user friendly and trust do not show statistically significant relationship. This research may be used as references by practitioners in the related field.