The Effects of Service Quality on Customer Satisfaction and Brand Attitude─Using Tourism Factory as an Example

• Main Authors: Ya-Chi Tsai, 蔡雅琪
• Other Authors: 周素娥
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/3rxayh

碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 101 === The development of global economy and the increase of gross national income afford Taiwanese people more opportunities to seek leisure in tourism. With the advent of knowledge economy era, individual’s attitude toward tourism focuses more on history, culture, creativity, diversity, and add-on values. In recent years, the government recognizes the importance of leisure and tourism and begins to actively promote “Local-based industry cluster development plan.” The plan intends to revive traditional, declining industries by providing assistance on counseling, technical improvements, marketing strategies, innovative product design, tourism factory, technical services. The establishment of tourism factories is able to connect history, culture, tourism, and leisure, as well as pass knowledge to the new generation and promote local tourism resources to achieve industry cluster synergy. This study intends to investigate whether tourism factories are able to meet the expectations of tourists by providing quality services. As tourists participate in factory tours, the experiences they gain are likely to change their attitude toward brands and also consuming habits. Because there are limited researches on tourism factories, findings from this study can provide recommendations to participating tourism factories and other related industries. It is hoped that this study can shed lights to subsequent researches in order to further promote tourism factories. Data in this study is collected through questionnaire. Tourists who have participated in factory tours were invited to fill out questionnaires. All factories in this study have been evaluated and approved by Industrial Development Bureau, Ministry of Economic Affairs. The findings of this research reveal that service quality and levels of customer’s satisfaction is strongly correlated. Among the five dimensions of service quality, empathy has the greatest impact on customer satisfaction. There is significant correlation between customer satisfaction and brand attitude. Finally, service encounter affects customers’ attitude toward brands the most.