旅行社推廣銷活動以促進顧客之誠信、承諾滿意度關聯性之研究：消費者特為情境因素

The association between promoting marketing activities and trust, commitment, satisfaction in travel agency: Consumer characteristics as contingent factor

在觀光旅遊業高度競爭環境下，各大旅行社業者為保有其競爭優勢必須不斷地創造無形的高品質服務，並與顧客維持長期的互惠關係，藉此來保留住顧客。因此，本研究主要探討香港旅行社如何藉由推廣行銷活動（建立、增強與維持顧客關係）以促進買賣雙方的誠信、承諾與滿意度。此外，將消費者特性作為情境因素以探討企業推廣行銷活動與消費者特性之交互關係與雙方的承諾、誠信與滿意度之關聯性。本研究以香港旅行社顧客為研究對象，總共收集有效問卷為561份。研究結果顯示推廣行銷活動對於誠信、承諾與滿意度具有顯著正向關係，尤其在顧客認知旅行社從事「維持關係」對於誠信、承諾與滿意度具有較高的正向關係，高於來自於「建立關係」與「增強關係」之影響。此外，在推廣行銷活動與消費者特性（社經地位、旅遊經驗、旅遊重視程度）之交互關係與誠信、承諾與滿意度有顯著相關。最後，我們根據研究結果分別提出學術與管理上的貢獻與建議。

In the highly competitive environment of travel industry, the travel agencies must create higher intangible quality of service and maintain long term relationship with their customer in order to retain customers. This study examines the association between promoting marketing activities (establishing, developing, and maintaining) and trust, commitment, satisfaction, along with the contingent impact of consumer characteristics. The data for this study were collected from the customers at travel agencies in Hong Kong and a total of 561 questionnaires were valid samples. The empirical results indicate that promoting marketing activities has a significantly positive correlation with trust, commitment, and satisfaction. Especially, customers perceive the marinating relationship from travel agency have higher influence than establishing relationship and developing relationship. In contrast, promoting marketing activities interacted with consumer characteristics (socioeconomic status, travel experience, emphasis degree of travel) displays a significantly positive correlation with trust, commitment, and satisfaction. Finally, in accordance with our findings, some practical suggestions are provided for future researchers and practitioners.