目前國內關於國人參與旅遊動機所做的研究是非常地多，然而針對日趨重要的銀髮族旅遊這個區塊的研究更是闕如，因此本研究欲透過實證之研究，從服務品質的評價與消費者滿意度間的關係，以及滿意度三要素與消費者忠誠度等三個角度，來探討銀髮族市場。
此研究利用問卷調查方式進行，問卷資料蒐集方式為櫃台人員親自發放給消費者填寫。來探討以下二個主題：
一. 直接調查服務品質三要素－可靠度、禮貌度及專業度，三者間與消費者滿意度的關係；
二. 最後，探討旅行社服務滿意度三要素－櫃台服務人員、硬體與環境、及個案公司呈現的附加價值，三者間與消費者忠誠度的關係。
研究資料及數據發現，服務品質與消費者滿意度的關係呈現高度正向關係，且服務滿意度及消費者忠誠度亦呈現高度正向關係。最後根據研究的結果，將為個案公司所提供的服務方式提出具體建議和說明

Up to present, many scholars do researches into the motivation of Taiwanese participating in tourism. The senior’s travelling research is increasingly important, however, there is a lack of research in this field. Therefore, this thesis will do an empirical research of senior’s travelling market into three mainly part: the evaluation of service quality, customer satisfaction and customer loyalty degree.
The research method will adopt questionnaires. The receptionists hand out the questionnaires to customers and collect them all. The main purpose is two topics.
1. The questionnaire surveys the relationship between three part of quality of service (reliability, politeness, and expertise) and the customer satisfaction.
2. The questionnaire surveys the relationship between three part of the satisfaction of travel agency (the receptions, hardware and environment of company, and the value-added of case company) and the customer loyalty.
The results found the relationship between service quality and customer satisfaction had highly positive correlation. The service satisfaction and customer loyalty had highly positive correlation. The research provides specific recommendations and instructions for case company’s service according to the result.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 v
圖　次 vi
表　次 vii
第壹章　緒論 1
第一節　研究背景與動機 1
第二節 研究目的 2
第三節　研究流程 3
第貳章　文獻探討 4
第一節　服務品質 4
第二節 消費者滿意度 7
第三節　消費者忠誠度 11
第參章　研究方法 14
第一節　研究架構 14
第二節　研究假設 15
第三節　研究資料蒐集與進行方式。 17
第四節　問卷變項之說明 19
第肆章　實證結果分析 22
第一節　樣本結構分析 22
第二節　實證統計分析-服務品質與滿意度的說明 23
第三節　實證統計分析-消費者滿意度與消費者忠誠度的說明 31
第四節　研究假設之實證結果 39
第伍章　結論與建議 40
第一節　研究資料及數據 40
第二節　未來發展與建議 42
第三節　研究限制與未來建議 43
參考文獻 44
一、中文部分 44
二、英文部分 44
附件一、研究問卷題項 48

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