| Summary: | 碩士 === 國立中山大學 === 公共事務管理研究所 === 100 === The purpose of this study is to understand the service quality, customer satisfaction and loyalty of Kaohsiung Harbor Cruises.This study also discuss the differences between public harbor cruises and and private harbor cruises in the three variables.
In this study, 22 items of SERVQUAL model to assess the quality of service, and further analysis of the harbor cruises operators to the IPA (Importance-Performance Analysis) to propose management recommendations for improvement.
Overall, the tourists give a satisfactory evaluation of service quality,customer satisfaction and loyalty generally on harbor cruises ,but the performance of public and private are slightly different. The results showed that public harbor cruises only have 6 items in quality of service better than private harbor cruises,
and in "overall customer satisfaction", "fares satisfaction", "the value of the fare", "take a willingness","recommended the will”of another factor of 22 such projects,the scores are lower than the private harbor cruises industry.
This phenomenon may be related to higher ticket prices of public harbor cruises.When the higher fares, customer expectations the higher service quality, but the industry can not meet their needs.
The projects under the IPA analysis results, the public business should improve the "catering services on board", "diversity of explanations professional "," onboard navigation", and private industry should give priority to improving the project as a "convenient transportation to the pier".
Existing tour-boat operators by key operations for each fragmented marketing. This study suggests that the harbor cruises trip should actively promote the joint marketing promotional practices, cross-industry alliance, and continue to improve service quality factor,visitors revisiting willingness and the willingness of recommend,let this educational and recreational tourism industry in Kaohsiung Harbor can be sustainable management.
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