服務品質、知覺價值、滿意度關係之研究－以溪頭自然教育園區爲例

The Relationships among Service Quality, Perceived Value, Satisfaction: A Case of Sitou Nature Education Area

10.29859/JITR.201009.0003

莊雅筑(Ya-Chu Chuang)；陳宏斌(Hung-Bin Chen)；陳奕任(Yi-Jen Chen)

服務品質 ； 價值 ； 滿意度 ； 重遊意願 ； 溪頭 ； Service Quality ； Perceived Value ； Satisfaction ； Sitou

島嶼觀光研究

3卷3期（2010 / 09 / 01）

45 - 62

繁體中文

本研究旨在探討溪頭自然教育園區遊客對於服務品質、知覺價值、滿意度之關係。本研究採便利抽樣法，於2010年2月期間進行發放問卷，共得360份有效問卷，以結構方程式模型(Structural Equation Modeling, SEM)評估服務品質、知覺價值、滿意度間的因果關係。研究結果發現：服務品質對知覺價值、滿意度呈顯著正向影響；知覺價值對滿意度呈顯著正向影響；知覺價值在服務品質對滿意度的關係上扮演中介的角色。根據研究結果不僅對溪頭自然教育園區提出建議，亦對後續研究提供研究方向。

The purpose of research was to discuss the relationships among service quality, perceived value, and satisfaction of tourists in Sitou Nature Education Area. Convenience sampling was adopted in this study. Questionnaires were distributed to samples to collect data in February, 2010. The model was tested, to evaluate the consequences of service quality, perceived value, and satisfaction, by collecting survey responses from 360 Sitou Nature Education Area participants via structural equation modeling (SEM). Findings of this research indicated that: Service quality positively and significantly influenced perceived value and satisfaction; perceived value positively and significantly influenced satisfaction, perceived value occupied the function of mediators between service quality and satisfaction. Finally, the research results may provide suggestions for Sitou Nature Education Area and further research.

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