博物館服務品質、滿意度及遊客行爲意向之研究：以屏東國立海洋生物博物館爲例

Visitor's Service Quality, Satisfaction and Behavior Intention-A Case Study of the National Museum of Marine Biology and Aquarium

10.29916/JMPP.200809.0002

李正慧(Cheng-Fei Lee)；梁家祜(Joy ChiaHuh Liang)；陳沛悌(Pei-Ti Chen)；吳佩錦(Pei-Chen Wu)

服務品質 ； 滿意度 ； 行爲意向 ； 博物館 ； service quality ； satisfaction ； behavior intention ； museum

管理實務與理論研究

2卷3期（2008 / 09 / 01）

15 - 36

繁體中文

現今博物館之營運方式和過去有明顯的不同，根據文獻回顧本研究發現博物館漸漸的以顧客導向爲經營方向，因此了解到服務品質、滿意度及行爲意向等對博物館的重要。屏東海洋生物博物館爲臺灣熱門旅遊前三大景點，並爲臺灣第一個採BOT將公共服務和解說導覽業務委外經營的博物館，故本研究以海洋生物博物館爲例。本研究目的主要在探討：(1)遊客對海生館之服務品質、滿意度與行爲意向之情形。(2)遊客對海生館服務品質與滿意度之關係。(3)遊客對海生館之滿意度與其行爲意向之關係。(4)遊客對海生館之服務品質與其行爲意向之關係。本研究共發放有效樣本419份，研究結果發現：(1)遊客對海生館之服務品會影響其滿意度；(2)遊客對海生館之滿意度會影響其行爲意向；(3)遊客對海生館之服務品質會影響其行爲意向。本研究將依以上研究發現提出建議，並提供海生館管理單位及博物館在遊客管理上之參考。

Now people have more income and leisure time than ever before, and the current operations of the museum are obviously different from the past. According to the reference found that the operations of museum have tend to customer-oriented direction, so that we can understand that service quality, satisfaction and behavioral intention are more important for museums. The National Museum of Marine Biology and Aquarium in Pingtung of Taiwan, the former three popular tourist attractions, as well as Taiwan's first one use BOT pattern by the public services and guides explain outsourcing, so this study use this museum in a case study. The main purpose of this study was to investigate: (1) What the condition between the National Museum of Marine Biology and Aquarium's service quality, visitors' satisfaction and behavioral intention. (2) Discussing the relation of the National Museum of Marine Biology and Aquarium's service quality and the visitors' satisfaction. (3) Discussing the relation of the visitors' satisfaction and their intention. (4) Discussing the relation of the National Museum of Marine Biology and Aquarium's service quality and visitors' intention. This study gave 419 valid samples. The results of the study were: (1) The visitors felt the service quality of National Museum of Marine Biology will affect their satisfaction; (2) The visitors' satisfaction will affect their behavior intention; (3) The visitors felt the service quality of National Museum of Marine Biology will affect their behavior intention. Based on the above findings, this study made suggestion for the National Museum of Marine Biology and Aquarium and other museum manage unit to manager their visitors.

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