The Influence of Interactive Marketing on Customer Satisfaction:International Tourist Hotels in Taiwan

• Main Authors: Wen Cheng Tsai, 蔡汶琤
• Other Authors: Chi Yuan Lo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/w6c352

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === Having a tourism industry of rapid economic growth in Taiwan, interaction between human and human, customer can directly feel the personal service. Service personal can provide that the machine can not to deal with an area of work, respond to customers and provide customers with intangible services. This study is based on the Interactive Marketing.In the international tourist hotel industry, the impact of interactive marketing on customer satisfaction. Personality traits and service recovery are two disturbance variables, explore between the impact of interactive marketing and customer satisfaction. This research method is adopted for validation, a questionnaire survey proceed to study the international tourist hotel customers . This paper used 458 and 398 received questionnaires to analyze it with LISREL and SPSS18.0. The result show that the fit between Interactive Marketing and Customer Satisfaction related to Personality Traits and Service Recovery.