| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 98 === The purpose of this study is to explore the perceived customer orientation, expertise, customer relationship quality, and brand performance of consolidated travel agencies. This study test if significant relationship among these variables exists as well, and through linear structure relations to structural equation Modeling. A structured questionnaire was submitted to employees of consolidated travel agencies by convenience during November, 2009 to January and a total of 448 completed questionnaires were collected. The contents of this questionnaire include personal information, customer orientation, expertise, customer relationship quality and brand performance. The data were analyzed by descriptive statistics, item analysis, reliability analysis, confirmatory factor analysis, t-test, one-way ANOVA, structural equation modeling and path analysis. The results are as follows:
1. Most of the subjects were in single, female, 21-40 years old, college or university graduate, 2-5 year experience, sales department, NT$20.001-40,000, sales or assistants in this study.
2. The highest perceived mean value shows customer orientation items that of “We offered service suited to customer needs”, expertise items that of“Showed my professional service attitude”, customer relationship quality items that of“We focus on long-term goals in this relationship”and brand performance items that shows of “customer would recommend this travel agencies to others”.
3. Some socio-economic variables would affect the perception of customer orientation, expertise, customer relationship quality and brand performance, such as experience and position.
4. Significantly positive correlation among customer orientation, expertise, customer relationship quality, and brand performance were confirmed.
5. The path of relationship satisfaction, information offering and trust dimensions had best predictive effectiveness to brand performances.
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