A Research of the Relationship between Cruise Train Customer’s Experience Quality, Satisfaction and Loyalty Intention
碩士 === 國立臺北大學 === 企業管理學系 === 103 === The purpose of this study aims to investigate passengers’ tourism experience quality, and find the relationship among satisfaction, loyalty intention and word-of-mouth behavior base on Customer Experience’s Quality (EXQ), while discussions brand image whether a m...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/31639991447288661242 |
| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === The purpose of this study aims to investigate passengers’ tourism experience quality, and find the relationship among satisfaction, loyalty intention and word-of-mouth behavior base on Customer Experience’s Quality (EXQ), while discussions brand image whether a moderate effect in their mutual relations.
Total of 349 questionnaires were distributed to tourists in their return journeys of railway tour. The numbers of usable questionnaire was found to be 314 and achieved a response rate of 89.9%. Confirmatory factor analysis (CFA) was adopted to examine the reliability and validity of measurement. And the study uses hierarchy regression analysis to verify the hypotheses. The major research results show that: (1) Customer experience’s quality has a significant positive impact on satisfaction, loyalty intentions, word-of-mouth behavior. (2) Satisfaction has a significant positive impact on loyalty intentions and word-of-mouth behavior. (3) Brand image has a moderate effect between customer experience’s quality and satisfaction. And there is no relevance between customer experience’s quality and loyalty intentions or word-of-mouth behavior.
|
|---|