創意生活產業遊客滿意屬性矩陣之研究－以飛牛牧場爲例

A Research on Customer-Satisfaction Attribute Matrix of Creative Life Industries-A Case Study of Flyingcow Ranch

10.29429/JSLHR.201103_6(1).05

鍾政偉(Cheng-Wei Chung)

滿意屬性矩陣 ； 創意生活產業 ； IPA分析法 ； Satisfaction Attribute Matrix ； Creative Life Industry ； IPA analysis

運動休閒餐旅研究

6卷1期（2011 / 03 / 01）

66 - 78

繁體中文

本研究在探討創意生活產業的遊客滿意屬性矩陣並以飛牛牧場爲取樣地點，依據創意生活產業的定義中延伸出本研究的滿意屬性矩陣構面包含：核心知識、深度體驗及高質美感。本研究共回收有效問卷347份，透過MANOVA分析、t檢定及IPA分析得出本研究結果。1.遊客個人屬性的差異對滿意矩陣的重視程度及滿意程度具有顯著差異。2.透過IPA分析法可發現飛牛牧場所提供的服務或產品中，並無落於高重視低滿意的（加強改善區），顯示其服務品質具有一定水準以上。3.從個人屬性與滿意屬性的分析內容，可以發現婚姻狀況、教育程度及職業具有深入討論的價值。

Being based on Flyingcow Ranch, the aim of the research is to discuss the customer-satisfaction attribute matrix of creative life industries. According to the definition of creative life industries, the customer-satisfaction attribute matrix can be extended into: the core knowledge, in-depth experiences and high quality aesthetics. There were 347 valid questionnaires responded. Through the analyses of MANOVA, t-test and IPA analysis, it is found: (1). The personal attribute differences shows significant differences from the importance and satisfaction of customer-satisfaction attribute matrix. (2). According to IPA, the services and the products from Flyingcow Ranch do not fall to the area where it is needed to be improved. That is to say, the quality of its services reaches a certain level. (3). From personal and satisfaction attribute, it can be discovered that it is worthy to discuss the further variables, marital status, level of education and occupation.

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