產品創新、供應商關係、品牌權益、服務品質對公司績效之影響 : 以雄獅旅行社為例

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Title:	產品創新、供應商關係、品牌權益、服務品質對公司績效之影響 : 以雄獅旅行社為例
Other Titles:	Effect of product innovation, supplier relationship, brand equity, service quality to the performance of corporation : a study on the Lion Travel Service Corporation
Authors:	李明峰;Lee, Ming-Feng
Contributors:	淡江大學會計學系碩士在職專班林谷峻;Lin, Ku-Jun
Keywords:	產品創新;供應商關係;品牌權益;服務品質;公司績效;Product Innovation;supplier relationship;Brand Equity;Service Quality;corporation performance
Date:	2015
Issue Date:	2016-01-22 14:55:56 (UTC+8)
Abstract:	根據交通部觀光局2013年12月之統計數據，台灣旅行社數目已超過2,500家，在旅遊同業競爭越來越激烈的情況下，如何維持公司的競爭優勢，並且持續穩定發展，便成為一項很重要的議題。本研究旨在探討產品創新、供應商關係、品牌權益、服務品質對旅行社績效之影響，以業界具規模的雄獅旅行社為研究對象，使用問卷調查法，針對公司內部同仁發放問卷，正式問卷共發放235份，有效問卷計103份，有效問卷回收率43.8%。回收後的樣本資料以進行描述性統計分析、信度分析與效度分析、相關分析、迴歸分析、變異數分析等，研究發現如下：一、產品創新對公司經營績效有顯著正向影響。二、供應商關係對公司經營績效有顯著正向影響。三、品牌權益對公司經營績效有顯著正向影響。四、服務品質對公司經營績效有顯著正向影響。五、不同部門對於產品創新及供應商關係所測出的結果有顯著的差異。 According to the December 2013 statistics from Ministry of Transportation and Communications, there were more than 2,500 registered travel service companies in Taiwan. With so many companies in the market, competition is fierce. Therefore, remaining competitive and seeking sustainable development will be the important issues of travel companies. The purpose of this study is to explore the effect of product innovation, supplier relationship, brand equity, service quality to the performance of travel service corporation. Samples are taken from a large travel company – Lion Travel Service Corporation, and we use questionnaires to collect data. In this study, 235 questionnaires were issued, and 103 questionnaires were valid, effective recovery rate was 43.8%. The data were analyzed by descriptive statistics, reliability analysis, validity analysis, Pearson correlation, regression analysis, one-way ANOVA. The results are as follows: 1. Product innovation has significant influence on the performance of travel service corporation. 2. Supplier relationship has significant influence on the performance of travel service corporation. 3. Brand equity has significant influence on the performance of travel service corporation. 4. Service quality has significant influence on the performance of travel service corporation. 5. Different departments of Lion Travel Service Corporation have made significant differences towards product innovation and supplier relationship.
Appears in Collections:	[Graduate Institute & Department of Accounting] Thesis

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