Customer Engagement in Tour Personalization：The Case of Tourism Industry in Taiwan

• Main Authors: HUANG, CHI-LUN, 黃麒倫
• Other Authors: LIN, JING
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ve6vmg

碩士 === 國立臺北大學 === 國際企業研究所 === 106 === The benefit of customers engaging in service delivery has been over-emphasized for the recent years, lots of studies have advocated the importance of customer engagement. However, rare domestic research have investigated in the influence of capacity and willingness on customer engagement. Hence, this study apply Job Performance Theory (JPT) as the theoretical basis, and discuss the influence of antecedents and moderators which represented by brand image and brand reputation as well as brand support, on capacity and willingness to engage, and ultimately affects customer to engage in online platforms of travel agencies. The research subjects were people from entire Taiwan regions who had used a travel agency to schedule their own itinerary. 444 valid questionnaires from 16 travel agencies have received, and the structural equation model (SEM) are applied to analyze the data. The results show that capacity and willingness to engage have a significant impact on consumer engagement. As for moderators, brand image and brand reputation have a significant moderating effect on capacity and willingness to customer engagement. However, brand support turns out only moderate willingness to customer engagement. Based on the above results, this study proposes relevant discussions and suggestions.