觀光工廠顧客滿意度模式的建構與實證研究

The Research on the Construction and Experiment of Customer Satisfaction Model of Tourism Factory

10.6338/JDA.201002_5(1).0002

李君如(Chun-Ju Li)；陳俞伶(Yu-Ling Chen)

觀光工廠 ； 觀光吸引力 ； 服務品質 ； 滿意度 ； 忠誠度 ； Tourism Factory ； Tourism Attraction ； Service Quality ； Customer Satisfaction

Journal of Data Analysis

5卷1期（2010 / 02 / 01）

23 - 51

繁體中文

面對全球化帶來的產業衝擊，曾創造台灣經濟奇蹟的製造業亦開始省思、探索新的價值與競爭能量；如何從代工製造之思考模式轉換為以風格、創意為主體的「體驗經濟」，營造無可取代的情感價值，以求在這場經濟轉型中脫穎而出，觀光工廠即是基於此背景下的產物。本研究以白蘭氏健康博物館與大黑松小倆口牛軋糖博物館為對象，建構以觀光吸引力、服務品質、知覺價值、滿意度及忠誠度為變項之滿意度模式。分析重點有二：1.探討工廠別與遊客屬性在各研究變項是否有交互作用；2.建立顧客行為間關係之結構方程模式，探討各變項間之影響關係；並比較不同工廠個案的模式結構與內涵。透過對二個案共589份有效問卷的分析發現：1.透過雙因子分析，結果顯示工廠別與大多遊客屬性在觀光吸引力之人員服務構面有顯著的交互效果，工廠別與遊客屬性之年齡、居住地、交通工具及有無透過旅行社在服務品質各構面有顯著的交互效果，工廠別與遊客屬性之年齡、交通工具在知覺價值構面有顯著的交互效果，工廠別與遊客屬性之交通工具在滿意度及忠誠度構面有顯著的交互效果；2.整體模式依RMSEA數值模式契合度已達理想；以ECVI的數值，白蘭氏的結果較大黑松小倆口的模式適切性較高且具穩定性。3.白蘭氏的觀光吸引力對知覺價值的有直接影響的效果，而大黑松小倆口的觀光吸引力則對滿意度有直接影響效果。4.對滿意度的整體影響效果，白蘭氏之服務品質大於觀光吸引力，大黑松小倆口則反之；對忠誠度的整體影響效果，二個案均是觀光吸引力高於服務品質。

Facing with the impact of globalization trend, the manufacturers who were once the miracle makers on the economy of Taiwan, are now turning to explore the new value and new competitive energy for themselves. In order to shine at work to create the Experience Economy, the tourism factory industry which actually evolved from the manufacture, has been trying hard to make the new style and new creativity as its main characteristic, it is extremely different from its traditional role of Original Equipment Manufacturer (OEM) as before. The object of this research focuses on the Brand Health Museum and Nougat Museum of Daheisong Salico Enterprised Co., Ltd., it constructs its satisfaction model in terms of the variables of tourism attraction, service quality, perception value, customer satisfaction and loyalty. The main analysis of this research are:1) to explore the correlation between different factories and different attribute of visitors among different variables 2) to establish the structural equation model in terms of different customers' behavior, and to explore the relationship among different variables being influenced with one anther, as well as to compare the structural models and characteristics with different factories. The effective questionnaires of the research is 589, there are three findings: 1)according to the result of two- way analysis of variance implies that the different factories and the various attribute of visitors have significant correlation effectiveness on the staff service concerning to the tourism attraction component; the different factories and the various attribute of visitors like age, residence, transportation and if they are arranged by the travel agency or not will have significant correlation on the component of service quality; the different factories and the various attribute of visitors like age and transportation will have significant correlation on the component of perception value; the different factories and the various attribute of visitors concerning to the different transportation will have significant correlation on the component of satisfaction and loyalty. 2.the research follows RMSEA model have reached the goodness of fit; in regarding to the result of ECVI value, the model of fit of Brand Health Museum are more stable than Nougat Museum. 3. Tourism Attraction of Brand Health Museum will directly affect the perception value, however, Tourism Attraction of Nougat Museum will directly affect satisfaction degree. 4.concerning to the whole effectiveness of satisfaction, the service quality of Brand Health Museum has more influence than tourism attraction, Nougat Museum is on the contrary; the royalty to the whole effectiveness reveals in both cases that tourism attraction has more influence than service quality.

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