Abstract
Customer satisfaction is the key factor for successful and depends highly on the behaviors of frontline service providers. Customers should be managed as assets, and that customers vary in their needs, preferences, and buying behavior. This study applied the Taiwan Customer Satisfaction Index model to a tourism factory to analyze customer satisfaction and loyalty. We surveyed 242 customers served by one tourism factory organizations in Taiwan. A partial least squares was performed to analyze and test the theoretical model. The results show that perceived quality had the greatest influence on the customer satisfaction for satisfied and dissatisfied customers. In addition, in terms of customer loyalty, the customer satisfaction is more important than image for satisfied and dissatisfied customers. The contribution of this paper is to propose two satisfaction levels of CSI models for analyzing customer satisfaction and loyalty, thereby helping tourism factory managers improve customer satisfaction effectively. Compared with traditional techniques, we believe that our method is more appropriate for making decisions about allocating resources and for assisting managers in establishing appropriate priorities in customer satisfaction management.
Highlights
Traditional manufacturing factories converted for tourism purposes, have become a popular leisure industry in Taiwan
Comparison of the Taiwan Customer Satisfaction Index (TCSI) models for satisfied and dissatisfied customers Researchers have claimed that satisfaction levels differ according to gender, age, socioeconomic status, and residence (Bryant and Cha 1996)
It has been successfully applied to customer satisfaction analysis
Summary
Traditional manufacturing factories converted for tourism purposes, have become a popular leisure industry in Taiwan. The tourism factories has experienced significant growth in recent years, and more and more tourism factories emphasized service quality improvement, and customized service that contributes to a tourism factory’s image and competitiveness in Taiwan (Wu and Zheng 2014). By becoming a tourism factory, companies can establish a connection between consumers and the brand, generate additional income from entrance tickets and on-site sales, and Numerous empirical studies have indicated that service quality and customer satisfaction lead to the profitability of a firm (Anderson et al 1994; Eklof et al 1999; Ittner and Larcker 1996; Fornell 1992; Anderson and Sullivan 1993; Zeithaml 2000). Anderson and Sullivan (1993) stated that a firm’s future profitability depends on satisfying current customers. In a tourism factory setting, customer satisfaction is the key factor for successful and depends highly on the behaviors of frontline service
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