The Research of The Relationship between Touring Train Experiences and Loyalty Intention: An Example of Formosa Express

• Main Authors: Wang, Yueh-Tsung, 王岳聰
• Other Authors: Chang, Hui-Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2z44j5

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 103 === In recent years, leisure travel is taken as domestic citizen's common life style while rail travel contributes the most environmentally friendly low-carbon advantage. “Formosa Express” was delivered by sophisticated management experience and evolution in past years which simplifies the traveling process across Taiwan for travelers. This research tries to figure out the user feedback and perception of “Formosa Express” services based on experience marketing; customer satisfaction; brand image and post purchase behavior aspects for further tourism selection discussion. This research enrolled 700 questionnaires surveyed from 2015 Mar. 13th to Apr. 6th and received 547 valid responses (78.14% effective results). Research findings expose: 1. Service experience of “Formosa Express” can improve the customer satisfaction. 2. Higher customer satisfaction will generate the positive loyal intention. 3. “Formosa Express” service experience is positive correlated to local intention. 4. No apparent moderation delivered by interaction between brand image; “Formosa Express” service experience and loyal intention. 5. No obvious moderation delivered by interaction between brand image; customer satisfaction and loyal intention. 6. No effective moderation delivered by interaction between brand image; “Formosa Express” service experience and customer satisfaction. This research adopts factor analysis and descriptive statistics for correlation understanding of experience marketing; customer satisfaction; brand image and post purchase behavior and loyal intention. Research findings show that higher customer satisfaction and greater “Formosa Express” service experience will improve the loyal intention.