| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === The present study is intended to advance an understanding of the travellers’ per-ception of service quality as well as consuming experience in the service areas of Tai-wan Area National Freeway in relation to their loyalty. A questionnaire survey, ‘Ques-tionnaires for Travellers’ Perception of Service Quality, Consuming Experience and Locality in Qingshui Service Area of Taiwan Area National Freeway ,’ is administered on a convenience sampling basis to the travellers in Qingshui Service Area. 356 valid questionnaires were collected, entered into SPSS files (Chinese Version 12.0) and proc-essed. The findings are summarizd as follows.
1. The major group of the travellers in Qingshui Service Area are females and married people, aged 31 to 40, who receive tertiary education mostly and are the middle-class people involved in service industries and government em-ployment. They visited the area by and large in the company of their family members and friends. Besides, the results show that this is the respondents’ second time to visit this place. And, hardly did their stay go beyond one hour.
2. From various perspectives, including ttangibles, reliability, assurance and em-pathy, it is shown that the travellers' perception of service quality in the ser-vice area is positively correlated with their loyalty. The correlation between responsiveness and their loyalty is, however, not significant.
3. In view of different modes of experience, including feel experience, relate ex-perience, act experience and think experience, it is found that the travellers’ consuming experience is positively correlated with their loyalty at most.
|
|---|
