HOW OVERALL SERVICE QUALITY AFFECTS CUSTOMERS’ BEHAVIOR INTENTION

• Main Authors: Nichapa Kaewya-a, 張友麗
• Other Authors: 黃焜煌
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/61139470352043066538

碩士 === 逢甲大學 === 國際貿易所 === 100 === Due to the growth of importance about customers’ destination evaluation and effect that have been rising continuously, Pointing out the most important factor that customers’ satisfaction rely on the most when evaluate the destination is beneficial for the service improvement and further for the better performance. This study explores tourism behavioral intention affected by overall service quality’ key determinants by the use of Neural Network instrument. This study measures and explains the relationship among Hygiene, Shopping, Transportation, Accommodation, Information and Behavioral intention that is believed to deliver returning loyal customers or even create more recommendation to others. Through the application of Neural Network Model analysis, this study tracks the weight of importance on each independent variable. The findings imply reliable and accurate prediction of the model on Radial Basis Function of used Neural Network. The findings imply likelihood that more expensive destinations obtain a larger share of regional tourism revenues. The study concludes that providing a high-quality of accommodation may allow the destination to be repeatedly visited and increase words of mouth that will bring more customers and remain competitive. The empirical findings support the usefulness of Neural Network in customers’ satisfaction prediction tendency with the least error and high accuracy.