顧客對高雄金鑽觀光夜市服務品質滿意度及重遊意願之研究

A Study on the Relationships among Service Quality, Satisfaction, and Revisiting willingness of Customers for Kaohsiung Jin-Zuan Night Market

10.6346/NPUST.2015.00109

王天麟

夜市 ； 服務品質 ； 顧客滿意度 ； 重遊意願 ； Night Market ； Service Quality ； Customer Satisfaction ； Revisiting Willingness

屏東科技大學農企業管理系所學位論文

2015年

碩士

張文宜

繁體中文

「夜市」是台灣特有的一種夜間文化，兼具休閒、消費與娛樂的功能，在國人的心中是具有代表性的本土文化之一。「高雄金鑽觀光夜市」為全台灣第一個合法的夜市，2013年7月26日開幕，佔地約六千六百多坪，是高雄地區規模最大、頗具代表性的夜市，故本研究將以高雄金鑽觀光夜市作為研究對象。 本研究目的在於探討：一、探討到訪高雄金鑽觀光夜市的顧客屬性背景。二、顧客對高雄金鑽觀光夜市服務品質滿意程度。三、金鑽觀光夜市服務品質對顧客滿意度之影響。四、金鑽觀光夜市服務品質與顧客滿意度對重遊意願之影響，並透過量化研究方式，對遊客進行問卷測試。以便利抽樣的方式進行問卷調查，研究工具包含：夜市服務品質量表、顧客滿意度與重遊意願量表及遊客個人基本資料，經由信效度分析、敘述性統計分析、單因子變異數分析、獨立樣本 t 檢定、相關分析等統計方法，進行顧客對高雄金鑽觀光夜市之服務品質、顧客滿意度與重遊意願的相關性研究。 本研究結果顯示，一、逛高雄金鑽觀光夜市的顧客多數為服務業、年齡約30-39歲、其他縣市之民眾居多且大多以汽車為主要交通工具。二、顧客對金鑽觀光夜市的服務品質滿意程度為中上。三、金鑽觀光夜市服務品質對顧客滿意度之影響有正向影響。四、金鑽觀光夜市服務品質、 顧客滿意度及重遊意願間呈正相關之影響。

Night market is a unique Taiwanese culture both for leisure, shopping, and entertainment. It is fairly a of Taiwanese local culture. Kaohsiung Jin-Zuan night market, opened on 26th July 2013, is the first legal night market and also the largest night market in Kaohsiung. So it is targeted as the research subject in this study. The aims of the study are to explore: (1) the customers’ attributes of Kaohsiung Jin-Zuan Night Market; (2) the customers’ perception of service quality of Kaohsiung Jin-Zuan Night Market; (3) the connection between service quality and customer satisfaction of Kaohsiung Jin-Zuan Night Market; (4) the effect of service quality and customer satisfaction on revisiting willingness of Kaohsiung Jin-Zuan Night Market. Through a questionnaire survey, data including service quality, satisfaction, loyalty, and personal information were collected from sampled visitors. Then several analyses were applied, such as descriptive statistics, reliability analysis, independent sample t-test, ANOVA, and correlation analysis, to reveal the relationships among service quality, customer satisfaction, and revisiting willingness of Kaohsiung Jin-Zuan Night Market. The results showed: (1) most of the customers of Kaohsiung Jin-Zuan Night Market were working in service industry, aged 30-39, coming from other counties outside Kaohsiung, and driving by themselves; (2) the customers considered the service quality of Kaohsiung Jin-Zuan Night Market was fair; (3) service quality and customer satisfaction in Kaohsiung Jin-Zuan Night Market was positively correlated; (4) service quality and customer satisfaction had positive effect on Revisiting Willingness of Kaohsiung Jin-Zuan Night Market.

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