ABSTRACT

Both quality and experience are discussed as antecedents of satisfaction and loyalty in services. Despite their popularity in measuring success, no previous study compared the effect size and impact of quality and experience on positive outcomes on the same product. In order to do so, package tours were selected as the case service. 356 questionnaires were collected from tourists participating in package tours. The impact of service quality and customer experience on satisfaction and loyalty was measured using regression analysis. Findings revealed that customer experience was a better predictor for both satisfaction and loyalty. Although service quality was also found as a significant antecedent, experience was able to explain a greater percentage of variance in positive customer behaviors. Through comparing the strength of service quality and customer experience on satisfaction and loyalty, this study offers both theoretical contributions and practical implications. The study identified experience as a better predictor for both satisfaction and loyalty than satisfaction which is an important contribution to the discussion on consumer behavior and its components. Tour operators organizing package tours who might design their itineraries based on experiential components might also achieve a greater satisfaction and loyalty.

摘要

质量和经验都是服务中满意度和忠诚度的先决条件。尽管它们在衡量成功度方面很受欢迎，但之前没有研究比较相同产品的效果大小以及质量和经验对积极成果的影响。为此，选择了旅行团作为案例服务。从参加旅行团的游客那里收集了356份问卷。使用回归分析来衡量服务质量和客户体验对满意度和忠诚度的影响。调查结果表明，客户体验是满意度和忠诚度的更好预测指标。尽管还发现服务质量是重要的先决条件，但是经验能够解释积极的客户行为中更大的差异百分比。通过比较服务质量和客户体验在满意度和忠诚度上的优势，本研究提供了理论贡献和实践意义。这项研究认为，与满意度相比，经验是满意度和忠诚度更好的预测指标，这对讨论消费者行为及其组成部分具有重要意义。旅行社组织的旅行团可能会根据体验性组件设计行程，也可能会获得更高的满意度和忠诚度。这项研究认为，与满意度相比，经验是满意度和忠诚度更好的预测指标，这对讨论消费者行为及其组成部分具有重要意义。旅行社组织的旅行团可能会根据体验性组件设计行程，也可能会获得更高的满意度和忠诚度。这项研究认为，与满意度相比，经验是满意度和忠诚度更好的预测指标，这对讨论消费者行为及其组成部分具有重要意义。旅行社组织的旅行团可能会根据体验性组件设计行程，也可能会获得更高的满意度和忠诚度。