| Summary: | 碩士 === 崇右技術學院 === 經營管理研究所 === 103 === ABSTRACT
Title: Influences of Group Package Tour Comparative Pricing Strategies on Sales Efficiencies－And Moderating Effects of Price Sensitivity
Total Pages: P.64
School: Chungyu Institute of Technology
Department: Graduate Institute of Business and Management
Time: June, 2015
Degree: Master
Researcher: Ching-Fen Yu
Advisor: Jung-Hui Liang Ph.D. Shu-Cheng Lin Ph.D.
Under highly comparative circumstances, travel agencies in Taiwan always lunch low price strategies to attract customers. However, with high expectation of travel quality, do such strategies really meets customer’s need, and create better sale efficiency? Researches to-date still remain unknown. Thus, We used 2 contents of price strategies: skimming strategy and penetration strategy, to verify 4 contents of sales efficiency: motion of purchase, quality perception of travel, customer satisfaction and customer loyalty, and also the moderating effect of price sensitivity.
Totally 300 questionnaires were sent and 246 were collected, results showed that penetration strategy did create better motion of purchase and perception of quality, but not in customer’s satisfaction and loyalty. However, with moderating of price sensitivity, penetration strategy did obviously create better affection to all 4 contents of sale efficiency.
Practically, this study provides a reference to travel agencies that low price competition did show its positive affection to travellers, specially who are sensitive to price. Academically, this study provides different understanding to former research, indicates that low price did not relate to low quality perception, but only low quality expectation, and which could be new consideration for further research.
Key Words: Group Package Tour, market-penetration pricing, market-skimming pricing, Pricing Strategy, Sale Efficiency, Motion of Purchase, Quality Perception of Travel, Customer Satisfaction, Customer Loyalty
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