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|標題:||A multilevel analysis of the service marketing triangle in theme parks||作者:||Hsieh, Chi-Ming
|關鍵字:||Theme park;service marketing;interactive marketing;internal marketing;external marketing||Project:||Journal of Travel & Tourism Marketing, Volume 35, 2018 - Issue 2, Pages 130-147||摘要:||
This study explores multilevel relationships between employees and visitors within 25 theme parks in Taiwan. The adapted constructs with corresponding items of interactive, internal, and external marketing were developed based on the service marketing triangle theory and previous literature. The results show that interactive marketing influences visitor satisfaction and behavioral intentions; internal marketing influences interactive marketing, and moderates the effect of interactive marketing on satisfaction; external marketing influences satisfaction; and satisfaction affects behavioral intentions. This study demonstrates that examining the influence of cross-level service marketing on internal and external customer satisfaction is crucial to the operational success of theme parks.
|Appears in Collections:||國農企學程|
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