The Effect of Customer Experience on Perceived Value, Luxury Value and Repurchase Intention.

• Main Authors: Chin-Hsiu Huang, 黃錦繡
• Other Authors: Po-Tsang Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/35859371192640681577

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 101 === The purpose of this study is to enhance the competitiveness of Taiwan''s tourism industry. The article focuses on investigating the effect of customer experience on perceived value, luxury value, and repurchase intention. This study used quantitative method by distributing 2,750 questionnaires and finally collecting 781 questionnaires from tour group members. The 729 valid questionnaires are further used to test the hypothesis established in this study. The results showed that: (1) the impact of customer experience on perceived value and luxury value is significantly positive; (2) perceived value and luxury value have positive effect on repurchase intention; and (3) customer experience also shows positive influence on repurchase intention. According to the results, implications of the findings and future research for Travel Agent are also discussed.