地方文化產業服務品質、顧客滿意與行為意圖之研究

The Study of Service Quality, Customer Satisfaction and Behavioral Intention of Local Cultural Industry

曾建榮(Chien-Lung Tseng)；李承翰(Cheng-Han Lee)；朱國光(Kuo-Kuang Chu)

地方文化產業 ； 服務品質 ； 顧客滿意 ； 行為意圖 ； Local Cultural Industries ； Service Quality ； Customer Satisfaction ； Behavioral Intentions

顧客滿意學刊

10卷1期（2014 / 03 / 01）

93 - 113

繁體中文

地方文化產業是一項極具開發力的經濟及文化資源，亦是以創新創意為主軸且為人民延續地方傳統文化與凝聚社群共識、領域感、認同感等。其中「新故鄉社區營造計畫」在於活化社區營造組織，整合社區營造資源，結合地方特有的文化傳統、空間環境與地方產業，營造活潑多彩的新故鄉社區。以此出發，延伸出本研究主要目的在探討地方文化產業服務品質、顧客滿意與行為意圖之間的關聯性。本研究採非隨機抽樣的問卷調查法，共取得274份問卷。研究結果顯示：橋頭糖廠的服務品質、顧客滿意與行為意圖三者間的關係，均呈現正向影響。由此可知，對地方文化產業而言，橋頭糖廠此類的地方文化景點是屬於較大眾化、適合一般遊客遊覽的觀光景點。最後依研究發現及分析結果，提出結論與建議予產官學研界參考。

Local cultural industries is the force of a great development of economic and cultural resources, and also the innovation and creativity as the main and for the people to continue the consensus of the local traditional culture and bring the community together as well as the field of sense and sense of identity. Which new home communities to create a plan to revitalize the community to create an organization to integrate community-building resources, combined with the unique local cultural traditions, the space environment and the local industry and create a lively and colorful new home communities. The purpose of this study is to explore the relationships among service quality, customer satisfaction and behavioral intentions of local cultural industry. This study used non-random sample questionnaire survey, a total of 274 valid samples were collected. The results show that, the service quality of the Ciaotou Sugar Refinery, has positive effects on customer satisfaction and behavioral intentions. Therefore, in terms of local cultural industries, the Ciaotou Sugar Refinery, such cultural attractions are more affordable, suitable for general tourists to visit tourist attractions. Finally, according to the research and analysis, the conclusions and suggestions to the industry, government and the academic community are proposed.

1. Anderson, E. W.,Fornell, C.,Lehmann, D. R.(1994).Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.Journal of Marketing,58(3),53-66.
2. Anderson, E. W.,Sullivan, M. W.(1993).The Antecedents and Consequences of Customer Satisfaction for Firms.Marketing Science,12(2),125-143.
3. Baker, D. A.,Crompton, J. L.(2000).Quality, Satisfaction and Behavioral Intentions.Annals of Tourism Research,27(3),785-804.
4. Bigné, J. E.,Sánchez, M. I.,Sánchez, J.(2001).Tourism Image, Evaluation Variables and after Purchase Behavior: Inter-relationship.Tourism Management,22(6),607-616.
5. Boulding, W.,Kalra, A.,Staelin, R.,Zeithaml, V. A.(1993).A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions.Journal of Marketing,30(1),7-27.
6. Brady, M. K.,Cronin, J. J., Jr.(2001).Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors.Journal of Service Research,3(3),241-251.
7. Brady, M. K.,Cronin, J. J., Jr.(2001).Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach.Journal of Marketing,65(3),34-49.
8. Cardozo, R. N.(1965).An Experience Study of Customer Effort, Expectation and Satisfaction.Journal of Marketing Research,2(3),244-249.
9. Caruana, A.(2002).Service Loyalty: The Effects of Service Quality and Mediating Role of Customer Satisfaction.European Journal of Marketing,36(7/8),811-828.
10. Castro, C. B.,Armario, E. M.,Ruiz, D. M.(2007).The Influence of Market Heterogeneity on the Relationship between a Destination's Image and Tourists' Future Behaviour.Tourism Management,28(1),175-187.
11. Churchill, G. A., Jr.,Suprenant, C.(1982).An Investigation into the Determinants of Customer Satisfaction.Journal of Marketing Research,19(4),491-504.
12. Crewe, L.,Beaverstock, J.(1998).Fashioning the City: Cultures of Consumption in Contemporary Urban Space.Geoforum,29(3),287-308.
13. Crompton, J. L.,Mackay, K. J.(1988).User's Perceptions of the Relative Importance of Service Quality Dimensions in Selected Public Recreation Programs.Leisure Science,11(4),367-375.
14. Cronin, J. J., Jr.,Brady, M. K.,Hult, G. T. M.(2000).Assessing the Effects of Quality, Value, and Customer Satisfaction on Behavioral Intention in Service Enviroments.Journal of Ratailing,76(2),193-218.
15. Cronin, J. J., Jr.,Taylor, S. A.(1992).Measuring Service Quality: A Reexamination and Extension.Journal of Marketing,56(3),55-68.
16. Dabholkar, P. A. D.,Thorpe, I.,Rentz, J. O.(1996).A Measure of Service Quality for Retail Store: Scale Development and Validation.Journal of Academy of Marketing Science,24(1),3-16.
17. Engel, J. F.,Blackwell, R. D.,Miniard, P. W.(2001).Consumer Behavior.Mason, OH:South-Western Thomas Learning.
18. Fornell, C.,Johnson, M. D.,Anderson, E. W.,Cha, J.,Bryant, B. E.(1996).The American Customer Satisfaction Index: Nature, Purpose, and Findings.Journal of Marketing,60(4),7-18.
19. Garbarino, E.,Johnson, M. S.(1999).The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships.Journal of marketing,63(2),70-87.
20. Jones, T. O.,Sasser, E. W., Jr.(1995).Why Satisfied Customers Defect.Harvard Business Review,73(6),88-99.
21. Kotler, P.(1997).Marketing Management: Analysis, Planning, Implementation, and Control.Englewood Cliffs, NJ:Prentice Hall.
22. Kotler, P.,Armstrong, G.(2012).Marketing: An Introduction.Englewood Cliffs, NJ:Prentice-Hall, Inc..
23. Lawrence, K.,Munasinghe, M.,McNeely, J.(1994).Sustainable Tourism Development.Protected Area Economics and Policy: Linking Conservation and Sustainable Development,Washington, D.C.:
24. Oliver., R. L.(1981).Measurement and Evaluation of Satisfaction Processes in Retail Settings.Jourmal of Retailing,57(3),25-48.
25. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A Conceptual Model of Service Quality and Its Implications for Future Research.Journal of Marketing,49(4),41-50.
26. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1996).The Behavioral Consequences of Service Quality.Journal of Marketing,60(2),31-46.
27. Shu, T. C.,Crompton, J. L.,Willson, V. L.(2002).An Empirical Investigation of the Relationships between Service Quality, Satisfaction and Behavioral Intentions among Visitors to a Wildlife Refuge.Journal of Leisure Research,34(1),1-24.
28. Smith, R. E.,Swinyard, W. R.(1982).Information Response Models: An Integrated Approach.Journal of Marketing,46(1),81-94.
29. Swanson, S. R.,Davis, J. C.(2003).The Relationship of Differential with Perceived Quality and Behavioral Intentions.Journal of Service Marketing,17(2),202-219.
30. Warnier, J.、吳鍚德譯(2003)。文化全球化。臺北市:麥田。
31. Yoon, Y.,Uysal, M.(2005).An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model.Tourism Management,26(1),45-56.
32. Zukin, S.(1995).The Culture of Cities.London, UK:Blackwell.
33. 郭曜棻(2007)。全球化與地方文化產業之壟斷邏輯。臺北市:師大書苑。
34. 陳其南(2001)。從全球化看文化產業與地方行政。文化視窗，33，46-51。
35. 黃世輝(2001)。文化產業與居民參與。文建會90 年度社區總體營造年會論文集，臺北市:
36. 楊敏芝(2000)。文化產業理論思潮初探與發展省思。環境與藝術學刊，1，29-49。
37. 蔣玉嬋(2004)。地方文化產業營造與社區發展。社區發展季刊，107，241-252。
38. 蘇明如(2001)。南華大學美學與藝術管理研究所。

1. 曾建榮、邱博賢、李承翰、朱國光(2017)。探究會議展覽業服務品質之影響要素。品質學報，24(6)，431-451。
2. 劉宜君(2015)。桃園市文化創意產業聚落之初探性研究：地理資訊系統之途徑。國家與社會，17，105-152。
3. 張瑞庭、李彥希(2016)。金工體驗活動之心流體驗、體驗價值及行為意圖之研究—以國立工藝傳統發展中心為例。造園景觀學報，21(2)，53-71。
4. (2018)。以 Kano 模式探討服飾創作基地之關鍵服務品質。中華管理評論，21(2)，147-169。