走馬瀨休閒農場之服務品質、遊客滿意度與口碑形象

The Service Quality, Satisfaction and Brand Image of Tsou-Ma-Lai Farm

10.30169/JRTR.201006.0003

陳佳宏(Chia-Hung Chen)；謝俊宏(Chun-Hung Hsieh)；張峻嘉(Chun-Chia Chang)；張育瑋(Yu-Wei Chang)

知覺服務品質 ； 顧客滿意度 ； 口碑形象 ； service quality ； satisfaction ； brand image

鄉村旅遊研究

4卷1期（2010 / 06 / 01）

35 - 57

繁體中文

本研究以台南縣走馬瀨休閒農場之遊客作為研究對象，探討走馬瀨休閒農場遊客之知覺服務品質、顧客滿意度與口碑形象三者之關聯性，以供休閒農場提出吸引遊客前往遊憩之依據，作為行銷策略的參考。研究結果發現，首先，不同年齡與教育程度的消費者，在可靠性的知覺服務品質中有顯著差異；不同教育程度與職業的消費者，在顧客滿意度中有顯著差異；不同性別與職業的消費者，分別在口碑形象中的產品涉入與其他涉入有差異性；其次，知覺服務品質愈高的遊客，其顧客滿意度愈高；此外，知覺服務品質愈深刻的遊客，在口碑形象方面表現越高；而顧客滿意度愈高的遊客，對口碑形象愈有正向影響。最後，經過研究分析，顧客滿意度為知覺服務品質、口碑形象的中介變項，影響不同知覺服務品質遊客對口碑形象的推廣程度。

This research was to investigate whether service quality, customer satisfaction, and tourist characteristics would affect brand image. An empirical study was conducted to test the model by selecting the consumers who have been to Tsou-Ma-Lai Farm. Through the statistic analysis, the following findings were conducted: First, there was a significant impact of some statistical population variables on service quality, customer satisfaction, and brand image of Tsou-Ma-Lai Farm. Second, there was a significant impact of service quality on customer satisfaction of Tsou-Ma-Lai Farm. Third, there was a significant impact of service quality on brand image of Tsou-Ma-Lai Farm and there was a significant impact of customer satisfaction on brand image of Tsou-Ma-Lai Farm. Final, customer satisfaction served as mediating variable between impact of service quality and brand image of Tsou-Ma-Lai Farm.

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