| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 101 === According to the statistical data from Taiwan’s Tourism Bureau, visitors from Hong Kong and Macau (mainland China) to Taiwan for sightseeing and medical activities in 2012 grew 24% (44%) compared with the previous year. The accelerated development of strait tourism and fast medical visa, coupled with spoke the same language and have similar culture, and Taiwan’s medical care have international levels.
This study uses Hong Kong and Macau and mainland China people as the research subjects to investigate the relationships and effects of expectation, perceived risk, service quality, relationship quality and behavioral intention by questionnaire.
The research findings show that expectation has a significantly positive impact on both service quality and relationship quality. Perceived risk has a significantly negative impact on both relationship quality and behavioral intention. Service quality has a significantly positive effect on relationship quality. Relationship quality also has a significantly positive impact on behavioral intention. It means that expectation has a positive and direct effect on relationship quality, relationship quality also has a positive and direct effect on behavioral intention. However, the indirect effect of expectation on relationship quality is mainly via service quality, not via perceived risk.
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