休閒農場服務品質量表編製之研究－以松田崗創意生活農莊爲例

The Development of the Scale of the Service Quality: An Example of Son-Ten-Kan Creativity Life Village

10.29916/JMPP.200812.0006

連建勝(Chien-Sheng Lian)；王志全(Chih-Chuan Wang)；張家銘(Chia-Ming Chang)

休閒農場 ； 服務品質 ； 探索性因素分析 ； 驗證性因素分析 ； leisure farm ； service quality ； exploratory factor analysis ； confirmatory factor analysis

管理實務與理論研究

2卷4期（2008 / 12 / 01）

107 - 122

繁體中文

本研究主要目的在藉由理論探討及實證性研究分析，以建立休閒農場服務品質之量表。第一階段預式問卷以松田崗創意生活農莊之220位遊客爲受試樣本，並以項目分析、探索性因素分析及Cronbach's α信度等方式進行分析量表信、效度檢驗，結果服務品質量表獲得五個因素：有形性、反應性、關懷性、可靠性與保證性。總解釋變異量爲61.69%，總量表Cronbach's α係數爲0.89，顯示休閒農場服務品質量表具有高的信、效度。第二階則以第一階段所發展出休閒農場服務品質之量表進行施測，共發放600份問卷，有效回收565份，經由驗證性因素分析後，結果顯示服務品質量表因素結構，從絕對適配量指標、增值適配量指標及簡效適配量指標等，大部分評估指標皆通過可接受門檻標準，因此服務品質模式是一個有建構效度的模式。在量表之信度分析結果顯示整體組合信度值爲0.82，表示具有良好信度。綜合以上分析結果，表示此量表可有效作爲休閒農場服務品質測量工具。

The purpose of this study was to develop ”The Scale of Customers' service quality towards leisure farm” by means of theoretical exploration and experimental analysis. In the first phase, tested samples selected from 220 customers of Son-Ten-Kan Creativity Life Village in Chiayi County were applied for analyzing the reliability and validity of the scale by means of item analysis, factor analysis, and Cronbach's α. Five factors were obtained from the service quality scale: tangibles, responsiveness, empathy, reliability and assurance. From the total explanatory variation, 61.69%, and the total Cronbach's α, 0.89, it's shown that the service quality scale is of high reliability and validity. In the second phase, tested samples selected from 565 customers of Son-Ten-Kan Creativity Life Village in Chiayi County was applied for conducting confirmatory factor analysis. Concerning the factor structure of the service quality scale, it's shown from the absolute fit measures, incremental fit measures, and Parsimonious fit measures that most of the evaluation measures have passed acceptable standards. Thus, the service quality model is a model with construct validity. Regarding the reliability of the scale, from the overall composite reliability, 0.82, it's shown that the scale is of high composite reliability. Accordingly, from the findings of the foregoing analyses, it's concluded that this scale could be served effectively as a tool for measuring the customers' service quality towards leisure farm.

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