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陶柯方
陳柏如
國際旅遊與管理學院
國際旅遊管理博士學位課程(英文學制)
博士
2017
顧客視角下定制旅遊價值共創對顧客忠誠的影響研究
The impact of perceived co-creation values of customized tour on customer loyalty from customer perspective
定制旅遊 ; 價值共創 ; 公司支持 ; 客戶參與 ; 客戶滿意 ; 客戶忠誠
customized tour ; value co-creation ; company support ; customer participation ; customer satisfaction ; customer loyalty
隨著我們步入體驗經濟時代，越來越受到人們的關注，尤其是高接觸性服務公司。經驗比產品或服務更能打動人。它是無形的，無形的，被人們賦予了巨大的價值，因為他們是值得紀念的。旅遊業是最大的體驗創造者之一，也是人們構建自己獨特敘事的最偉大和不斷增長的體驗來源之一，因此，這一思路值得我們關注。
隨著智能旅遊的逐漸普及，一部分信息靈通，網絡化，授權，主動的消費者不再滿足於對旅遊產品或服務的被動接受。個性化和高質量的旅遊體驗是越來越多的遊客的追求。因此可選擇的定制旅遊作為特色產品，由先進成熟的旅遊服務供應商如旅行社，航空公司，酒店推廣。靈活的交通，住宿，娛樂，定制旅遊組合，使遊客的選擇比以往任何時候都多。
本研究的目的是探討從遊客角度出發的價值共創行為測量的交互作用，應用定制的旅遊安排服務。一方面，遊客作為為服務場景增加價值的重要來源，又作為服務公司的支持，共同作用於價值創造，感知的共同創造價值隨之提升遊客的滿意度，進一步影響遊客的忠誠度。
為了更好地理解定制旅遊服務環境下的價值共創造，在初始階段進行了擴張性的，批判性的文獻綜述，為後續研究構建了堅實的理論基礎。在提出的概念模型的基礎上，提出了研究假設，指出各關鍵構念之間的聯繫。為進一步淨化，研製了測量儀器，並進行了初步問卷效度和信度測試。最後的實地調查由732人參與。本研究運用了二階法，即驗證性因子分析及結構方程模型進行數據分析，以實現研究目標。
。確定了中國定制旅遊安排服務下感知共同創造價值的內在建構並對其有效性和可靠性進行了評價。結果表明，這是一個新的建構，進一步有助於我們對價值共創造文獻的理解。
提出的感興趣變量測量量表具有可接受的結構信度和效度。結果證明了公司支持和客戶參與對感知共同創造價值的正向影響，而感知共同創造價值與客戶滿意度，客戶滿意度和客戶忠誠之間的因果關係得到統計支持。在此基礎上，提出了本文的理論和實踐意義。提出了本研究的局限性以及未來研究方向。
隨著智能旅遊的逐漸普及，一部分信息靈通，網絡化，授權，主動的消費者不再滿足於對旅遊產品或服務的被動接受。個性化和高質量的旅遊體驗是越來越多的遊客的追求。因此可選擇的定制旅遊作為特色產品，由先進成熟的旅遊服務供應商如旅行社，航空公司，酒店推廣。靈活的交通，住宿，娛樂，定制旅遊組合，使遊客的選擇比以往任何時候都多。
本研究的目的是探討從遊客角度出發的價值共創行為測量的交互作用，應用定制的旅遊安排服務。一方面，遊客作為為服務場景增加價值的重要來源，又作為服務公司的支持，共同作用於價值創造，感知的共同創造價值隨之提升遊客的滿意度，進一步影響遊客的忠誠度。
為了更好地理解定制旅遊服務環境下的價值共創造，在初始階段進行了擴張性的，批判性的文獻綜述，為後續研究構建了堅實的理論基礎。在提出的概念模型的基礎上，提出了研究假設，指出各關鍵構念之間的聯繫。為進一步淨化，研製了測量儀器，並進行了初步問卷效度和信度測試。最後的實地調查由732人參與。本研究運用了二階法，即驗證性因子分析及結構方程模型進行數據分析，以實現研究目標。
。確定了中國定制旅遊安排服務下感知共同創造價值的內在建構並對其有效性和可靠性進行了評價。結果表明，這是一個新的建構，進一步有助於我們對價值共創造文獻的理解。
提出的感興趣變量測量量表具有可接受的結構信度和效度。結果證明了公司支持和客戶參與對感知共同創造價值的正向影響，而感知共同創造價值與客戶滿意度，客戶滿意度和客戶忠誠之間的因果關係得到統計支持。在此基礎上，提出了本文的理論和實踐意義。提出了本研究的局限性以及未來研究方向。
As we step into the era of experience economy, more and more attention has been received, especially by high-contact service company. Experience can ‘touch’ people better than products or services. It is intangible and immaterial, and be attached with great value by people because they are memorable. Tourism as one of the biggest experience generator and one of the greatest and ever growing sources of experiences with which people construct their own unique narratives, consequently, this line of thought deserves our attention.
Since smart tourism is popularized gradually, a part of consumers who are informed, networked, empowered, and active, are no longer satisfied with the passive acceptance of the tourism product or service. Customize and high quality tourism experience are pursuit by a growing population of tourists. Thus optional customized tour as featured products are promoted by advanced and matured tourism service suppliers such as travel agencies, airlines, and hotels. Flexible combination of transportation, accommodation and entertainment, customized tour made tourist a more choices than ever before. Travel arrangement are co-created as a valuable experience by both tourist and service company. Tourist gain a higher quality touristic experience while service company gain more revenue. The advantage of this win-win phenomenon made resource exchanged smooth and natural between both sides, and further contribute to sustainable and stronger relationship build.
The purpose of this study is to explore the interaction performance of the value co-creation behavior measurement from tourists’ perspective apply the context of customized tour arrangement service. On one hand, tourists as a critical source to add value to service scenarios, supporting from service company as another together to act on the value co-creation, the perceived co-created values are subsequently enhancing tourists’ satisfaction and further influence their loyalty.
In aims to better understand the value co-creation applies in customized tour service context, an expansive as well as critical literature review is conducted at the initial phase to construct a firm theoretical foundation for consequential study. Based on the proposed conceptual model, research hypotheses are addressed to indicate the linkage among each key construct. The measurement instrument is developed for further purifying, and pilot test is employed for initial questionnaire validity and reliability testing. Final field-based self-administrated survey is carried out with 732 participants (tourists) be involved in. Data is derived for analyzing with a two-step approach by applying confirmatory factor analysis (CFA) and then structure equation model (SEM) for research objectives realization.
The underlying construct of perceived co-creation values in the context of China’s customized tour arrangement service is identified. Furthermore the construct is assessed for its validity and reliability test. The results confirm this is a new construct and further contributes to our understanding of value co-creation literature.
The proposed measuring scales of variables of interest showed acceptable construct reliability and validity. Results proved the proposed positive impact of company support and customer participation upon perceived co-creation values, while the causal relationships between perceived co-creation values and customer satisfaction, customer satisfaction and customer loyalty are statistically supported. Based on the research findings, the academic and practical implications are offered. Limitations of the present study as well as future research work which could address these limitations are suggested at the end of this research.
Since smart tourism is popularized gradually, a part of consumers who are informed, networked, empowered, and active, are no longer satisfied with the passive acceptance of the tourism product or service. Customize and high quality tourism experience are pursuit by a growing population of tourists. Thus optional customized tour as featured products are promoted by advanced and matured tourism service suppliers such as travel agencies, airlines, and hotels. Flexible combination of transportation, accommodation and entertainment, customized tour made tourist a more choices than ever before. Travel arrangement are co-created as a valuable experience by both tourist and service company. Tourist gain a higher quality touristic experience while service company gain more revenue. The advantage of this win-win phenomenon made resource exchanged smooth and natural between both sides, and further contribute to sustainable and stronger relationship build.
The purpose of this study is to explore the interaction performance of the value co-creation behavior measurement from tourists’ perspective apply the context of customized tour arrangement service. On one hand, tourists as a critical source to add value to service scenarios, supporting from service company as another together to act on the value co-creation, the perceived co-created values are subsequently enhancing tourists’ satisfaction and further influence their loyalty.
In aims to better understand the value co-creation applies in customized tour service context, an expansive as well as critical literature review is conducted at the initial phase to construct a firm theoretical foundation for consequential study. Based on the proposed conceptual model, research hypotheses are addressed to indicate the linkage among each key construct. The measurement instrument is developed for further purifying, and pilot test is employed for initial questionnaire validity and reliability testing. Final field-based self-administrated survey is carried out with 732 participants (tourists) be involved in. Data is derived for analyzing with a two-step approach by applying confirmatory factor analysis (CFA) and then structure equation model (SEM) for research objectives realization.
The underlying construct of perceived co-creation values in the context of China’s customized tour arrangement service is identified. Furthermore the construct is assessed for its validity and reliability test. The results confirm this is a new construct and further contributes to our understanding of value co-creation literature.
The proposed measuring scales of variables of interest showed acceptable construct reliability and validity. Results proved the proposed positive impact of company support and customer participation upon perceived co-creation values, while the causal relationships between perceived co-creation values and customer satisfaction, customer satisfaction and customer loyalty are statistically supported. Based on the research findings, the academic and practical implications are offered. Limitations of the present study as well as future research work which could address these limitations are suggested at the end of this research.
2021
英文
324
Acknowledgements I
Abstract II
Content V
List of Figures IX
List of Tables X
Chapter One Introduction 12
1.1 Research Background 12
1.2 Research Motivation 16
1.3 Research Significance and Originality Values 21
1.3.1 Significance of the Research 21
1.3.2 Originality Values 24
1.4 Research Objectives 25
1.5 Organization of the Dissertation 26
1.6 Definition of Key Terminologies 28
1.7 Chapter Summary 29
Chapter Two Literature Review 30
2.1 Introduction 30
2.2 Customized Tour 31
2.2.1 Definitions 31
2.2.2 The Differences between Customized Tour and Other Relevant Modes of Tours 33
2.3 Research Theoretical Foundation 37
2.3.1 Resource Exchange Theory 37
2.3.2 Social Exchange Theory 39
2.3.3 Social Identity 41
2.4 Company Support 44
2.4.1 Overview 45
2.4.2 Definitions 48
2.4.3 Dimensions 51
2.4.4 Antecedence and Consequences 56
2.4.5 Measurements 58
2.4.6 Summary 61
2.5 Customer Participation 61
2.5.1 Overview 61
2.5.2 Definitions 64
2.5.3 Dimensions 66
2.5.4 Antecedences and Consequences 71
2.5.5 Measurements 75
2.5.6 Summary 77
2.6 Value Co-creation 77
2.6.1 Overview 78
2.6.2 Definitions 79
2.6.3 Dimensions 83
2.6.4 Antecedents and Consequences 85
2.6.5 Research Methods 87
2.6.6 Measurements 89
2.6.7 Data Collection Methods and Sample Size 91
2.6.8 Frameworks 95
2.6.9 Summary 99
2.7 Customer Satisfaction 100
2.7.1 Overview 100
2.7.2 Definitions 101
2.7.3 Dimensions 105
2.7.4 Antecedence and Consequence 108
2.7.5 Measurements 111
2.7.6 Summary 116
2.8 Customer Loyalty 116
2.8.1 Overview 117
2.8.2 Definitions 120
2.8.3 Dimensions 124
2.8.4 Antecedences and Consequences 126
2.8.5 Measurements 135
2.8.6 Summary 138
2.9 Conclusion of Knowledge Gaps in the Value Co-creation Literature 138
2.10 Conceptual Model and Hypotheses 140
2.10.1 Company Support Effect on Perceived Co-creation Values 141
2.10.2 Customer Participation Effect on Perceived Co-creation Values 144
2.10.3 Perceived Co-creation Values Effect on Customer Satisfaction 147
2.10.4 The Effect of Customer Satisfaction to Loyalty 151
2.11 Chapter Summary 152
Chapter Three Methodology 153
3.1 Introduction 153
3.2 Overview of the Research Methods 153
3.3 Research Design 156
3.4 Methods of Data Analysis 158
3.4.1 Descriptive Statistical Analysis (DSA) 158
3.4.2 Exploratory Factor Analysis (EFA) 159
3.4.3 Confirmatory Factor Analysis (CFA) 160
3.4.4 Structural Equation Modeling (SEM) 162
3.5 Measurement Scale Development 164
3.5.1 Company Support Measurement Scale 165
3.5.2 Customer Participation Measurement Scale 167
3.5.3 Perceived Co-creation Values Measurement Scale 168
3.5.4 Customer Satisfaction Measurement Scale 171
3.5.5 Customer Loyalty Measurement Scale 173
3.6 Sample and Method of Sampling 175
3.6.1 Unit of Analysis 175
3.6.2 Sample Size 176
3.6.3 Method of Sampling 177
3.6.4 Survey Procedure 177
3.7 Data Analysis Procedure 179
3.7.1 Pilot Study 179
3.7.2 Main Study 181
3.8 Chapter Summary 184
Chapter Four Data Analysis -- Preliminary Analysis 185
4.1 Introduction 185
4.2 Qualitative Method: Semi-structured Interviews 185
4.3 Instrument Content Validity Assessment 191
4.3.1 Translation 193
4.3.2 Expert Review 193
4.3.3 Pretest 198
4.4 Quantitative Method: Pilot Study 198
4.4.1 Introduction 198
4.4.2 Measurement Items of Company Support 199
4.4.3 Measurement Items of Customer Participation 200
4.4.4 Measurement Items of Perceived Co-creation Values 201
4.4.5 Measurement Items of Customer Satisfaction 205
4.4.6 Measurement Items of Customer Loyalty 207
4.5 Final Instrument 210
4.6 Chapter Summary 210
Chapter Five Data Analysis -- Main Study 212
5.1 Introduction 212
5.2 Data Examination 212
5.2.1 Missing Value 213
5.2.2 Outliers Identification 214
5.2.3 Data Normality 215
5.3 Demographic Profile of Respondents 218
5.4 Variables Descriptive Statistics 221
5.5 Assessment of Reliability and Validity of Measurement Scales 225
5.6 Testing of Measurement Models 231
5.6.1 Company Support 231
5.6.2 Customer Participation 233
5.6.3 Perceived Co-creation Values 234
5.6.4 Customer Satisfaction 237
5.6.5 Customer Loyalty 238
5.6.6 Overall Measurement Model Test 239
5.7 Structural Equation Model 243
5.8 Hypotheses Testing 248
5.9 Chapter Summary 250
Chapter Six Conclusions, Implications, and Limitations 252
6.1 Introduction 252
6.2 Discussion of the Research Findings 252
6.2.1 Identify the Underlying Dimension of Perceived Co-creation Values in the Context of China’s Customized Tour Context 252
6.2.2 Assess the Extent to which Perceived Co-creation Values are Influenced by Company Support 254
6.2.3 Assess the Extent to which Perceived Co-creation Values are Influenced by Customer Participation 255
6.2.4 Assess the Effects of Perceived Co-creation Values upon Customer Satisfaction 256
6.2.5 Assess the Effects of Customer Satisfaction upon Customer Loyalty 256
6.3 Theoretical Implications 257
6.4 Practical Implications 260
6.5 Limitations and Future Research Directions 262
6.6 Conclusions 265
Bibliography 268
Curriculum Vita 323
Appendices 324
Abstract II
Content V
List of Figures IX
List of Tables X
Chapter One Introduction 12
1.1 Research Background 12
1.2 Research Motivation 16
1.3 Research Significance and Originality Values 21
1.3.1 Significance of the Research 21
1.3.2 Originality Values 24
1.4 Research Objectives 25
1.5 Organization of the Dissertation 26
1.6 Definition of Key Terminologies 28
1.7 Chapter Summary 29
Chapter Two Literature Review 30
2.1 Introduction 30
2.2 Customized Tour 31
2.2.1 Definitions 31
2.2.2 The Differences between Customized Tour and Other Relevant Modes of Tours 33
2.3 Research Theoretical Foundation 37
2.3.1 Resource Exchange Theory 37
2.3.2 Social Exchange Theory 39
2.3.3 Social Identity 41
2.4 Company Support 44
2.4.1 Overview 45
2.4.2 Definitions 48
2.4.3 Dimensions 51
2.4.4 Antecedence and Consequences 56
2.4.5 Measurements 58
2.4.6 Summary 61
2.5 Customer Participation 61
2.5.1 Overview 61
2.5.2 Definitions 64
2.5.3 Dimensions 66
2.5.4 Antecedences and Consequences 71
2.5.5 Measurements 75
2.5.6 Summary 77
2.6 Value Co-creation 77
2.6.1 Overview 78
2.6.2 Definitions 79
2.6.3 Dimensions 83
2.6.4 Antecedents and Consequences 85
2.6.5 Research Methods 87
2.6.6 Measurements 89
2.6.7 Data Collection Methods and Sample Size 91
2.6.8 Frameworks 95
2.6.9 Summary 99
2.7 Customer Satisfaction 100
2.7.1 Overview 100
2.7.2 Definitions 101
2.7.3 Dimensions 105
2.7.4 Antecedence and Consequence 108
2.7.5 Measurements 111
2.7.6 Summary 116
2.8 Customer Loyalty 116
2.8.1 Overview 117
2.8.2 Definitions 120
2.8.3 Dimensions 124
2.8.4 Antecedences and Consequences 126
2.8.5 Measurements 135
2.8.6 Summary 138
2.9 Conclusion of Knowledge Gaps in the Value Co-creation Literature 138
2.10 Conceptual Model and Hypotheses 140
2.10.1 Company Support Effect on Perceived Co-creation Values 141
2.10.2 Customer Participation Effect on Perceived Co-creation Values 144
2.10.3 Perceived Co-creation Values Effect on Customer Satisfaction 147
2.10.4 The Effect of Customer Satisfaction to Loyalty 151
2.11 Chapter Summary 152
Chapter Three Methodology 153
3.1 Introduction 153
3.2 Overview of the Research Methods 153
3.3 Research Design 156
3.4 Methods of Data Analysis 158
3.4.1 Descriptive Statistical Analysis (DSA) 158
3.4.2 Exploratory Factor Analysis (EFA) 159
3.4.3 Confirmatory Factor Analysis (CFA) 160
3.4.4 Structural Equation Modeling (SEM) 162
3.5 Measurement Scale Development 164
3.5.1 Company Support Measurement Scale 165
3.5.2 Customer Participation Measurement Scale 167
3.5.3 Perceived Co-creation Values Measurement Scale 168
3.5.4 Customer Satisfaction Measurement Scale 171
3.5.5 Customer Loyalty Measurement Scale 173
3.6 Sample and Method of Sampling 175
3.6.1 Unit of Analysis 175
3.6.2 Sample Size 176
3.6.3 Method of Sampling 177
3.6.4 Survey Procedure 177
3.7 Data Analysis Procedure 179
3.7.1 Pilot Study 179
3.7.2 Main Study 181
3.8 Chapter Summary 184
Chapter Four Data Analysis -- Preliminary Analysis 185
4.1 Introduction 185
4.2 Qualitative Method: Semi-structured Interviews 185
4.3 Instrument Content Validity Assessment 191
4.3.1 Translation 193
4.3.2 Expert Review 193
4.3.3 Pretest 198
4.4 Quantitative Method: Pilot Study 198
4.4.1 Introduction 198
4.4.2 Measurement Items of Company Support 199
4.4.3 Measurement Items of Customer Participation 200
4.4.4 Measurement Items of Perceived Co-creation Values 201
4.4.5 Measurement Items of Customer Satisfaction 205
4.4.6 Measurement Items of Customer Loyalty 207
4.5 Final Instrument 210
4.6 Chapter Summary 210
Chapter Five Data Analysis -- Main Study 212
5.1 Introduction 212
5.2 Data Examination 212
5.2.1 Missing Value 213
5.2.2 Outliers Identification 214
5.2.3 Data Normality 215
5.3 Demographic Profile of Respondents 218
5.4 Variables Descriptive Statistics 221
5.5 Assessment of Reliability and Validity of Measurement Scales 225
5.6 Testing of Measurement Models 231
5.6.1 Company Support 231
5.6.2 Customer Participation 233
5.6.3 Perceived Co-creation Values 234
5.6.4 Customer Satisfaction 237
5.6.5 Customer Loyalty 238
5.6.6 Overall Measurement Model Test 239
5.7 Structural Equation Model 243
5.8 Hypotheses Testing 248
5.9 Chapter Summary 250
Chapter Six Conclusions, Implications, and Limitations 252
6.1 Introduction 252
6.2 Discussion of the Research Findings 252
6.2.1 Identify the Underlying Dimension of Perceived Co-creation Values in the Context of China’s Customized Tour Context 252
6.2.2 Assess the Extent to which Perceived Co-creation Values are Influenced by Company Support 254
6.2.3 Assess the Extent to which Perceived Co-creation Values are Influenced by Customer Participation 255
6.2.4 Assess the Effects of Perceived Co-creation Values upon Customer Satisfaction 256
6.2.5 Assess the Effects of Customer Satisfaction upon Customer Loyalty 256
6.3 Theoretical Implications 257
6.4 Practical Implications 260
6.5 Limitations and Future Research Directions 262
6.6 Conclusions 265
Bibliography 268
Curriculum Vita 323
Appendices 324
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