近年來，國人出國旅遊人次逐年攀升，根據統計，出國旅遊目的以觀光佔比最多，而參加團體旅遊為國人出國的第二大原因(觀光局, 2018)。旅行社的競爭策略是提升服務品質，旅遊業者須提供服務補救，彌補在旅遊過程中所發生的服務失誤。過去學者較少對於團體旅遊之服誤補救進行研究，大多以服務品質、顧客滿意度為主要研究方向，因此，本研究將探討團體旅遊服務品質、服務補救、顧客滿意度與顧客忠誠度之結構關係，藉此提出研究建議供旅遊業者改善及未來營運參考。
本研究採取立意抽樣，研究對象為近二年內，參加國外團體旅遊有服務失誤經驗的顧客，共回收877份問卷，有效問卷共501份，有效回收率達57.1%，並利用結構方程模式分析，驗證本研究之研究假說。經實證後得知：
1.服務品質對顧客滿意度有顯著正向影響。
2.顧客滿意度對顧客忠誠度有顯著正向影響。
3.服務補救對顧客滿意度有顯著正向影響。
4.服務補救對顧客忠誠度沒有顯著正向影響。

In recent years, the number of Taiwanese tourists traveling abroad has increased year by year. According to statistics, the purpose of traveling abroad is the largest proportion of tourism, and participating in group tourism is the second biggest reason for Taiwanese to go abroad (Tourism Bureau, 2018). The competition strategy of travel agencies is to improve the quality of service. When service errors occur during the trip, the agent must provide remedies to make up for the service errors. In the past, scholars mostly focused on service quality and customer satisfaction but not the remedies for group travel. This study explores the structure of group travel service quality, service recovery, customer satisfaction and customer loyalty. The relationship is used to propose research recommendations for the improvement of the tourism industry and future operational references.
This study adopts a purposive sampling for data collection. The research target is the customers who have experienced service errors during foreign group travel in the past two years. In total, 877 questionnaires have been collected. The valid questionnaires are 501, with a valid response rate of 57.1%. The structural equation model is used for verifying the research hypothesis of this study. The results are:
1. Service quality has a significant positive impact on customer satisfaction.
2. Customer satisfaction has a significant positive impact on customer loyalty.
3. Service recovery has a significant positive impact on customer satisfaction.
4. Service recovery has no significant positive impact on customer loyalty.

目 錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 團體旅遊 7
第二節 服務失誤 10
第三節 服務品質 13
第四節 服務補救 18
第五節 顧客滿意度 23
第六節 顧客忠誠度 27
第七節 服務品質與顧客滿意度之關係 31
第八節 顧客滿意度與顧客忠誠度之關係 33
第九節 服務補救與顧客滿意度之關係 36
第十節 服務補救與顧客忠誠度之關係 38
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假說 42
第三節 研究變項之定義與衡量 44
第四節 研究對象與抽樣方法 49
第五節 資料分析方法 54
第四章 資料分析與探討 57
第一節 敘述性統計分析 57
第二節 因素分析 62
第三節 信度分析 66
第四節 效度分析 69
第五節 結構方程模式分析 74
第六節 迴歸分析 80
第七節 變異數分析 81
第五章 結論與建議 89
第一節 研究結果與討論 89
第二節 管理意涵 92
第三節 研究限制與後續研究建議 94
參考文獻 95
附錄一 : 專家效度之意見表 113
附錄二 : 正式問卷 120
附錄三 : 業者專家訪談內容 124

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