海上休憩活動服務品質對行爲意向之影響

The Impact of Service Quality on Behavior Intention of Squid Fishing

10.29916/JMPP.200903.0002

胡俊傑(Chun-Chieh Hu)；鄭錫欽(His-Chin Cheng)；張良漢(Liang-Han Chang)

夜釣小管 ； 服務品質 ； 服務價值 ； 顧客滿意 ； 行爲意向 ； squid fishing ； service quality ； service value ； customer satisfaction ； behavior intention

管理實務與理論研究

3卷1期（2009 / 03 / 01）

28 - 44

繁體中文

本研究係探討澎湖海上遊憩夜釣小管活動的服務品質、服務價值及滿意度對行爲意向的影響，以了解其因果關係並藉此提出管理上的意涵。研究是以問卷調查法，採便利取樣收集相關資訊，並依研究目的及驗證假設，以皮爾森積差相關、典型相關及多元逐步迴歸進行資料分析。研究結果發現：夜釣小管活動所提供的服務品質與滿意度有顯著的相關存在；服務品質與服務價值有顯著的相關存在；服務品質與行爲意向間有顯著的影響，最後，夜釣小管活動參與者的服務品質、滿意度與服務價值對行爲意向有正向的影響。爰此，本研究提出管理上的意涵：顧客的滿意是海上遊憩活動服務績效的主要指標，因此，業者必須體認，在服務傳遞的過程中不但要重視顧客應有的權益，更要創造顧客價值才能滿足顧客的需求及增加其滿意度。如此一來，不但能促使顧客產生忠誠行爲，更能進一步達到顧客持續購買、願意支付更多以及爲公司進行正面宣傳等效果。也就是對經營者來說，比起支付高額的行銷費用來爭取新顧客，設法維持高水準的服務品質及滿意度，以留住客戶將會是更爲有利的作法。

This study is designed to investigate the relationships among service quality, service value, customer satisfaction and behavior intention of recreational Squid fishing in Penghu. Researchers designed a questionnaire to survey participants. A survey was adopted using the convenience sampling method to collect the information, and according to research purposes to verify the research assumptions. Data was analyzed via Pearson product moment correlation, Canonical correlation, and multiple step wise regression analysis. The study found that there were significant correlations between service quality and customer satisfaction; service quality and service value; as well as, service quality and behavior intention of nighttime squid fishing. It was also found that service quality, service value and customer satisfaction have positive impact on behavior intention. This study proposes the following managerial implications: customer satisfaction is the key indicators of service performance for Penghu recreational fishing, therefore, the business operators must recognize the importance of customers' interest in the service delivery process, and in addition, to create customer value to meet customer needs and increase their satisfaction. In this way, businesses not only have loyal customers who continue to buy more, and are willing to pay more, but also positive promotion effects. Compared to spending huge advertising expenses to gain new customers, maintaining high standard service quality and satisfaction and retaining customers would be a more beneficial approach for business operators.

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