Title page for etd-0713111-143646


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URN etd-0713111-143646
Author Ching-Fen Pan
Author's Email Address No Public.
Statistics This thesis had been viewed 5351 times. Download 1538 times.
Department Master of Business Administration Program in International Business
Year 2010
Semester 2
Degree Master
Type of Document
Language English
Title Customer Participation in Tourism Marketing
Date of Defense 2011-06-29
Page Count 62
Keyword
  • customer participation
  • communication
  • customer expertise
  • commitment
  • customer satisfaction
  • customer loyalty
  • tourism
  • Abstract Recent tourism marketing development has highlighted the importance of customer participation. Owing to experience-seeking and use of internet, customers start to behave themselves as value co-creators, which offers greater opportunities for service providers and benefit customers themselves as well.
    Therefore, this study aims to identify the factors that contribute to customer participation and examine how customer participation effects relationship marketing in the tourism sector. The author proposes a model, in which communication, customer expertise, affective commitment and interactional justice are assumed to increase the extent to which customers participate in the service delivery. Furthermore, customer participation may increase customer satisfaction and loyalty.
    A survey was conducted based on travel agency service. In total 152 people who had experience working with travel agency participated in the survey. The testing results showed that the model is fully supported. Firstly, all antecedents, including communication, customer expertise, affective commitment and interactional justice, relate positively to customer participation. Secondly, customer participation enhances customer satisfaction and loyalty. Meanwhile, customer satisfaction has a positive effect on customer loyalty. Thus, the findings provide managers in the tourism with valuable insights that firms can increase their competitive advantage through enhancing customer participation.
    Advisory Committee
  • Chun-Tuan Chang - chair
  • Shih-Chieh Hsu - co-chair
  • Min-Hsin Huang - advisor
  • Files
  • etd-0713111-143646.pdf
  • indicate access worldwide
    Date of Submission 2011-07-13

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