| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 99 === As the life level of the civilians is getting higher and higher, the expenditure for leisure time in tourism is also getting more and more. Total sum of the expenditure for domestic sightseeing is NT 128 billion and person-time of is 97 million in 2009. Furthermore, the “customer involvement” used in the service procedure when serving affects the customer value and, therefore, promote the customer satisfaction and repurchase rate. The tourism industry in Taiwan is innovating marketing strategies to get the purpose of high customer satisfaction and repurchase rate. The CHAO FENG ranch and resort, for example, has been transiting from the traditional one into the so-called tour and leisure farm. The place attracts about 100 thousand tourists every year and designs various activities for customer involvement. Pini(2009) think that the efficient marketing strategy make the customers participate in that kind of activities. The customer involvement is an efficient way in marketing strategies. The study is a whole frame of cause and effect of customer involvement. We verify the conclusion through data collected and statistics as bellows:
1. The Customer ability and the customer socialization affect positively the role clarity.
2. The Customer socialization performs a positive effect on customer ability.
3. The Organizational support performs a positive effect on customer socialization.
4. Customer socialization, organizational support, other customer interaction and role clarity all performs a positive effect on customer involvement.
5. The Customer involvement does affect positively the customer value.
6. The customer value does affect positively the customer satisfaction.
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