A Preliminary Research of Service Capital: An Empirical Study in Niche Travel Agency Industry

• Main Authors: LIN, CHIA-JUNG, 林佳融
• Other Authors: TSAI, HSIEN-TUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5hxe37

碩士 === 國立臺北大學 === 企業管理學系 === 106 === Tourism industry is growing flourishing all over the world. Being adversely affected, however, by the technology and the internet, the information became more open and transparent than it used to be. “Disintermediation” enable the travel service suppliers interact with customers directly. The competitive advantages that travel agencies used to master are no longer possible nowadays. The research is conducted by the view of tourism value chain. In addition, the research investigates what would be the differentiation for niche travel agency by examining the service process. Besides, by consumer decision making process, the review shows what’s the important factors for customer to consider while they are doing a travel decision. Lastly, by experiential marketing’s and relationship marketing’s point of view, to identify how a travel agency can provide diversified service and end up leading to benefit. Therefore, if the travel agency can maintain good interaction with customers, the higher satisfaction will be, the higher the loyalty, which give raise to the factor to niche travel agency. The research is implement by in-depth interview and case study method. There are three purposes of the study, first of all, to analyze what tourist mainly care about during the touring experiences. Second, to assess how niche travel agency conduct their service process, and to tell what the differentiation would be. Third, to offer service criteria for niche travel agency. We developed five key service criteria (5Ps): personalization, professionalization, participation, proactiveness, partnership. Customers will think highly of the travel agency if they can master these five-service capitals. Moreover, the travel agency will gain higher brand image, which can lead to higher loyalty. The findings of this research could deliver concrete suggestions for management.