Study on Passenger Satisfaction of Tour Leader Performance and Repurchase Intention

• Main Authors: Chih-Feng MO, 莫志峯
• Other Authors: Che-Jen Chuang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/01750739929732679082

碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 103 === Having experience of traveling abroad among Taiwanese has increased in recent years. The demands on the service attitude, professional knowledge, and ability to adopt different contingency from the group tour leader have also increased. Therefore, the work performance on the above mentioned factors has become the critical factors on the rating of customer satisfaction, and it also directly affects the success of a group tour. To the nature of competitive travel industry, how to provide good quality service, and high rating of customer satisfaction became the key factors for the individual company to strive for success; and therefore, increase the return purchase of future service and market share. The purposes of the study were to investigate the approval rating on the group tour leaders, and the factors of the willingness of re-purchase of future service. A questionnaire on “the approval rating on group tour leader and the willingness of re-purpose of future service” was developed and distributed by the author to those who had joined a group tour to abroad between July and September of 2014. A total of 240 questionnaires were distributed and the valid return was 167, a valid return rate of 70%. The descriptive statistics, Pearson Product Moment Correlation, regression analysis and ANOVA were used for data analysis. Within the limitations and delimitations of the study, the following conclusions were made: 1. Most of the customers were satisfied with the work performance of the group tour leaders. 2. The approval rating on the work performance has a direct correlation on the willingness of re-purchase of future service. 3. The ability to adopt different situations for the customers was directly related to the approval rating of the customer satisfaction. It was therefore recommended by the author that continuing education on the professional knowledge and elevation of service quality to the group tour leaders should be provided by the travel industry. The group tour leaders themselves should also strive for excellence on the above mentioned areas to meet the ever complex market of traveling.