| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 99 === In the past marketing practices, salesmen have always been customers’ first service contact either for consulting or for recommendation of store’s merchandises. Nowadays, digital marketing has moved toward diversity, beyond steady marketing, “beauty trend” has also contributed greatly the sales, the website page views and the click rates.
While going through major studies on travel site’s usage and its management, the main topics found were visitors’ intention of using the site, its service quality & its customers’ satisfaction. On top of these, our research has also included online customer services representatives’ “physical attractiveness” and their interaction with customers as two additional factors. The research then explores how these factors may affect users’ satisfaction toward the website’s service quality and their intention of continuous usage.
This research has taken Tamili travel site’s users as study samples. There were 240 valid questionnaires collected through several lab experiments and through various groups. Then, using regression analysis to test the model’s structure, the research result showed that: 1) online customer services representatives’ “physical attractiveness” have positive influence on users’ satisfaction over the site, and increase their voluntary of continuously using the site. 2) The online service interaction with customers has led the website satisfaction to be increased; however, this does not effect on visitors’ voluntary of using the site. Finally, this research analysis proved that the business model can be led in the method of community travel forum, allowing the users to have instant interaction with the site & improve customers’ service satisfaction.
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