A Study of Customer Service Quality  Relationship Quality and Loyalty in Special Event - A Case of Yi-Lan Green Exposition

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题名:	A Study of Customer Service Quality Relationship Quality and Loyalty in Special Event - A Case of Yi-Lan Green Exposition
作者:	Wang, Yu Fang
贡献者:	Department of International Business
关键词:	Special event;Service quality;Relationship quality;Loyalty;Structural equation modeling
日期:	2006
上传时间:	2009-11-16 11:33:42 (UTC+0)
出版者:	Asia University
摘要:	Special events are the fastest growing type of tourist attractions. This study applies Structural Equation Model (SEM) to investigate the relationship between service quality, relationship quality and loyalty for the tourists who attending the Yi-Lan Green Exposition in 2006. This study will help managers to develop and implement effective marketing strategies. The empirical results of this study were threefold. First, service quality has a direct significant positive effect on relationship quality. Second, customer satisfaction which is a factor in relationship quality was an important indirect parameter influencing the service quality and customer loyalty. Third, higher service quality or trust doesn?t guarantee to result in higher customer loyalty.
显示于类别:	[國際企業學系] 博碩士論文

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