服務品質、滿意度與忠誠度之相關性研究－以雲林縣古坑鄉蜜蜂故事館爲例

Serve Quality, Customers' Satisfaction and Loyalty of Relation Study-as the Example with GukengHoney Museum, Yunlin

10.29423/JSRR.201006_4(4).0005

趙家民(Chia-Min Chao)；盧建昇(Chien-Sheng Lu)

蜜蜂故事館 ； 服務品質 ； 滿意度 ； 忠誠度 ； Honey Museum ； service quality ； satisfaction ； loyalty

運動與遊憩研究

4卷4期（2010 / 06 / 01）

81 - 101

繁體中文

本研究的母群體爲蜜蜂故事館之遊客爲研究對象，探討遊客對於蜜蜂故事館之「服務品質行前期望」、「服務品質實際體驗」、「滿意度」及「忠誠度」上的特性及關聯性。首先探討遊客的樣本結構，其次分析不同人口統計變數之遊客對於服務品質、滿意度、忠誠度之影響，最後分析服務品質、滿意度、忠誠度之間的關聯性。旨在探討消費者在體驗經濟形式以及蜜蜂故事館在遊客對於體驗經濟之相關因素中，期望爲地方產業在轉型經營及經營策略模式提供了一個新的方向。本研究以自編問卷進行問卷調查，問卷回收後，共計有效樣本340份。根據受試者問卷填答結果，以描述性統計、t考驗、單因子變異數分析、Pearson相關係數、IPA等統計方法，進行資料處理分析，主要結果如下：1.蜜蜂故事館遊客在體驗的現狀高低依序爲：感官體驗、情感體驗、關聯體驗及思考體驗，均呈中上體驗程度。2.遊客人口統計變量對於蜜蜂故事館的體驗差異分析顯著性低，表示較不具備有代表性。3.遊客在忠誠度上表現顯著性佳，口碑相傳與使用產品的支持，對於蜜蜂故事館未來經營有很大的助益。4.蜜蜂故事館遊客在實際體驗中以感關體驗爲主要訴求：「服務櫃檯環境讓人感覺明亮」、「館內使用空間寬敞不擁擠」、「客服人員的儀態端莊、服裝整潔」、「能夠感受到對顧客的尊重」。

The major focus of this research is the tourist of the GukengHoney Museum. The objective of this study is the characteristic and relatedness of ”expect quality of service,” ”actual experience about service,” ”satisfaction about service” and ”loyalty.” First of all, it discusses the structure of sample tourist. Secondly, it analyses the influences of service quality, satisfaction and loyalty within different population statistic variable. Lastly, it analyses the correlations between service quality, satisfaction, and loyalty. The purpose of this research is to provide new directions for reforming local industry and management strategy by discuss the relationship between consumer experience economic model and economic experience of tourist of GugengHoney Museum. This study is base on the results from the survey of the self-created questionnaire. In total, there are 340 effective results. According to the result from the survey and processing analysis by using descriptive statistics, t test, single factor variance analysis, Pearson correlation coefficient, IPA and etc, the main result is as follows: 1. The tourist of GukengHoney Museum in the experience present situation from high to low are: The sense organ experience, the emotion experience, the connection experience and ponder experience. All shows mid-to-high degree of experience. 2. The correlation between tourist population statistic variance and the experience variance of GugengHoney Museum is significant low. This expression does not have the representation. 3. The tourist shows the significance in the loyalty. The reputation and support in using the product give GugengHoney Museum huge benefit in future business. 4. The main requests from the tourist of GugengHoney Museum, base on their actual experience, are mostly sense organ experience: ”bright services counter environment” ”have enough space in the museum, not crowed” ”professionalism of the staff” ”shows respect to the clients”.

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