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Author: 王敬萱
Ching - Hsuan Wang
Thesis Title: 消費者不滿意行為之研究-以台灣地區旅遊消費者參加海外團體旅遊為例
The Study of the Dissatisfied Customers' behavior: The Case of Taiwan Travelers Participate Oversea Group travel
Advisor: 林孟彥
Tom M. Y. Lin
Committee: 呂文琴
none
陳崇文
none
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2013
Graduation Academic Year: 101
Language: 中文
Pages: 62
Keywords (in Chinese): 團體旅遊顧客滿意度抱怨
Keywords (in other languages): Group travel, customer satisfaction, complaint
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  • 觀光旅遊一直以來是全世界積極發展的無煙囪工業,而在現實的觀光市場中發現,大多數的團體旅遊有著一成不變的定律。又發現許多的消費者參加團體旅遊後,對於團體旅遊市場有許多的不滿意但又未加以說明。而旅遊業者積極的想改變現狀,卻又找不出其原因分析。
    本研究就此來分析團體旅遊消費者不滿意卻又不抱怨的主要原因,希望旅遊同業能藉此研究,滿足團體旅遊消費者的期待與創新更多客製化的商品,減少顧客的流失與無形的獲利的損失以及對減少品牌負面口碑的傳遞。
    研究結果發現台灣地區確實存在不滿意但不抱怨的現象,且高達92.5%上的顧客會傳遞負面口碑,且87.8%會採取轉換品牌的行為,顯示旅遊業存在流失顧客的潛在危機。
    對於採取各方案的消費者進行分析後,發現其人口統計、心理因素、抱怨價值等因素,影響消費者的抱怨行為,以此為參考,本研究亦針對理論與實務及未來旅遊同業提出改進方針與探討。


    The worldwide government aggressively development the tourism industry, the non-chimney industries, but group travels are almost static in the practice. At the same time, many customers dissatisfied but did not complain about the group travel.
    Travel agencies try to improve the problem but the market is short of information. Through the study of the customer dissatisfied without complaint to motivate tourism creativity, to produce customized travels to satisfy tourist, to reduce loss of customers and to prevent the dissemination of negative word of mouth.
    It is sure that there are a problem that 92.5% dissatisfied customers in Taiwan doing not complain and 87.8 dissatisfied customers turn to find the other brand, and many customers have gone in the tourism industry.
    Analysis the people with different behavior to found demographic variables, psychology variables and the value of the complain effect the customer behavior. Hopefully this research result will be useful reference for theory and practice and to discuses advance strategy in tourism.

    摘要 I Abstract II 誌謝 III 目錄 IV 圖目錄 VI 表目錄 VII 第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究目的 5 第四節 研究範圍與對象 5 第五節 研究流程 6 第六節 研究架構 8 第貳章 文獻探討 9 第一節 旅行業 9 第二節 團體套裝旅遊 11 第三節 消費者滿意 15 第四節 消費者抱怨行為 16 第參章 研究方法 21 第一節 研究假說 21 第二節 研究對象 21 第三節 問卷設計 22 第四節 統計方法 25 第肆章 研究結果 26 第一節 問卷發放與回收 26 第二節 基本資料 26 第三節 滿意度分析 28 第四節 消費者期望與團體認知 30 第五節 抱怨行為 31 第六節 不抱怨原因分析 34 第伍章 結論與建議 38 第一節 研究結論 38 第二節 管理意涵 39 第三節 研究限制 41 第四節 後續研究建議 42 參考文獻 43 中文部分 43 英文部分 44 網路資源 48 附錄一 問卷 49

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    網路資源
    背包客論壇http://www.backpackers.com.tw/forum/
    雄獅旅遊網http://www.liontravel.com.tw
    東南旅行社http://www.settour.com.tw
    可樂旅遊網http://www.colatour.com.tw
    燦星旅遊網http://www.sunstar.com.tw

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