日本線團體旅遊顧客滿意度與再購意願之研究:以劇場理論觀點

Abstract

本研究以劇場理論的觀點將服務接觸的過程具體化，認為顧客的服務體驗來自於將演員、觀眾、場景組織結合，而提供美好且可信的表演。本研究目的在瞭解參加日本線團體旅遊顧客的特性及現況，並探討劇場理論要素、顧客滿意度與再購意願之相關情形及解釋力，採用問卷發放方式進行資料蒐集，以滿18歲以上的旅客為研究對象，共收集399份有效問卷，運用描述性統計、獨立樣本 t 檢定、單因子變異數分析、皮爾森積差相關分析、多元迴歸分析進行資料處理分析。研究結果發現如下： 一、 日本線團體旅遊以女性、大學(專)學歷、服務業為主，年齡層則以31-50歲者為主，屬於中壯年，以選擇前往東京旅遊的顧客居多，都沒有參加固定旅行社的習慣。 二、 不同「旅遊地點」、不同「教育程度」的顧客在劇場理論要素上呈現顯著差異。 三、 不同「旅遊地點」的顧客在顧客滿意度上呈現顯著差異。 四、 不同「旅遊地點」的顧客在再購意願上呈現顯著差異。 五、 劇場理論要素、顧客滿意度與再購意願間呈現顯著的正相關。 六、 消費者特性中的「年齡」和劇場理論要素中的「表演」、以及「顧客滿意度」等對再購意願具有顯著的解釋力。 基於上述結果，本研究建議旅行業者規劃不同年齡層客群及多元化的行程，加強領隊導遊的內部訓練，服務流程作業更細膩，適時製造旅遊的驚奇元素，與顧客建立互動關係，才能創造更多顧客滿意度並對企業產生認同及信任。

This study, under the theatre theory, makes a materialization of service encounter, believing that customers’ service experiences are coming from the combination and organization of actors, audience and scenes, which provide a beautiful and reliable performance. This study focuses on realizing the features and status of customers in Japan line tour group and discusses related conditions of elements of dramaturgical theory, customer satisfaction and repurchases intentions. According to the data collected from three hundred ninety nine valid questionnaires by passengers aged over 18 years old, and data performed by descriptive statistics, independent-samples t test, one way analysis of variance, Pearson product-moment correlation analysis and multiple regression analysis. Results show as following: 1. Passengers of Japan line tour were mainly female, with university (college) degree, between the ages of 31-50, most of whom were middle-aged people. Most of them choose to visit Tokyo and had no habit of participating regular travel agency. 2. Passengers with different “travel spots” and “education backgrounds” showed significant differences in the factor of dramaturgical theory. 3. Passengers with different “travel spots” showed significant differences in customer satisfaction. 4. Passengers with different “travel spots” showed significant differences in repurchase intentions. 5. There were significant positive correlations among the factors of theatre theory, customer satisfaction and repurchase intentions. 6. The “age” in consumer characteristics and “performance” factor in theatre theory as well customer satisfaction had significant explanatory power on repurchase intentions. Based on the outcomes of the study, suggestions were provided for travel agencies to provide a wide range of travel options for customers in different age group, to strengthen internal training for tour leaders, to make service procedures more delicate, to add surprise elements in tours and to build a close relationship with customers, there will be a higher level of customer satisfaction, creating commitment and trust on companies.