| 以服务公平性为源头的旅游者忠诚驱动因素 |
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| 引用本文： | 粟路军,黄福才.以服务公平性为源头的旅游者忠诚驱动因素[J].山西财经大学学报,2011(4). |
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| 作者姓名： | 粟路军 黄福才 |
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| 作者单位： | 厦门大学管理学院; |
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| 基金项目： | 教育部人文社科规划基金一般项目“重游现象及其形成机制研究”(09YJA790069) |
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| 摘 要： | 在国内外大量相关文献的基础上,以交易营销与关系营销两大营销研究范式为基础,构建了以服务公平性为源头的旅游者忠诚驱动因素的整合模型。通过对武夷山观光旅游者进行抽样调查获取了丰富的基础数据,实证研究了服务公平性、服务质量、感知价值、旅游者满意、旅游者信任等多个前因变量的相互关系及其对旅游者忠诚的影响,探讨了两种营销范式在旅游者忠诚驱动因素整合研究中的可行性与合理性。
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| 关 键 词： | 服务公平性 服务质量 旅游者忠诚 |
An Analysis of Tourist Loyalty Origineted from Service Fairness and its Driving Factors |
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| SU Lu-jun,HUANG Fu-cai.An Analysis of Tourist Loyalty Origineted from Service Fairness and its Driving Factors[J].Journal of Shanxi Finance and Economics University,2011(4). |
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| Authors: | SU Lu-jun HUANG Fu-cai |
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| Institution: | SU Lu-jun,HUANG Fu-cai(School of Management,Xiamen University,Xiamen 361005,China) |
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| Abstract: | Based on the rich literatures,this paper develops and tests an integrative model on the source of service fairness fusing transaction marketing paradigm and relationship marketing paradigm.With a data from a questionnaire survey of Wuyi mountain sight-seeing visitors,the paper examines the mutual relationship between service fairness,service quality,perceived value,tourist trust,and satisfaction,and their effects to tourist loyalty.The results reveal that it feasible and sensible to merge two kinds of marke... |
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| Keywords: | service fairness service quality tourist trust |
| 本文献已被 CNKI 等数据库收录！ |
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