觀光旅遊服務創新與忠誠度關係之研究

Tourism Research Service Innovation and Loyalty Relationship

以觀光旅遊業為研究對象，使用結構方程模式（ Structural Equation Modeling；SEM ）方法對服務創新與忠誠度關係模型作實證研究。結果顯示，人員服務過程和有形展示對顧客忠誠的形成具有重要；服務的有形附屬產品創新對於顧客忠誠的形成無顯著作用；服務創新對於顧客忠誠的作用分別通過服務品質和顧客感知價值來實現。

The paper employs empirical research method to explore relationship between service innovation and customer loyalty. Personnel, process and physical evidences are important factors of service innovation, which implies that the innovation of some of the service factors plays a role in the stimulation of customer loyalty. A model of service innovation and loyalty shows that all the factors of service innovation do not have effect on customer loyalty, and some factors, such as personnel service process and physical evidence, are of positive influence on loyalty, while service product is of no significant effect on the formation of loyalty. The results explain how service managers can cultivate customer loyalty through influencing the success of service innovation.