心之谷教育園區顧客滿意度暨行銷策略分析

A Study on Customer Satisfaction and Marketing Strategy Analysis of Heart Valley Education Park

李靜芳(Ching-Fang Lee)；蔡宗安(Tsung-An, Tsai)

心之谷教育園區 ； 行銷策略 ； 顧客滿意度 ； Heart Valley Education Park ； Marketing Strategy ； Customer Satisfaction

休閒保健期刊

31期（2024 / 06 / 30）

18 - 28

繁體中文;英文

本研究主要探討心之谷教育園區的經營現況、消費者概況及顧客滿意度調查，以及進行行銷策略分析。以文獻收集、問卷調查及個案訪談研究的方式進行研究。實際至現場訪察並訪談，了解該園區歷史沿革、經營現況，發放問卷了解顧客輪廓及對園區的整體滿意度狀況，並進行園區行銷策略分析。研究結果心之谷教育園區具備多項優勢，包括：優越的交通位置、現代化的設施、積極進取的經營團隊、高顧客滿意度。本研究建議業者可以加強活動交流平台、策略聯盟推廣、標準化服務流程訓練、定期檢視設施，這些建議旨在通過整合內外部資源，提升心之谷教育園區的整體競爭力及服務品質，從而為顧客提供更全面和優質的體驗。本研究所得可提供業者及相關教育園區業者參考之用。

This study primarily investigates the current management status, consumer profile, and customer satisfaction of the Heart Valley Education Park, along with an analysis of its marketing strategies. The research methodology includes literature review, questionnaire survey, and case interviews. On-site visits and interviews were conducted to understand the park's historical development and current operations. Questionnaires were distributed to gather information on customer demographics and overall satisfaction with the park. Additionally, a marketing strategy analysis was performed. The findings reveal that Heart Valley Education Park possesses several advantages, including a superior location, modern facilities, a proactive management team, and high customer satisfaction. This study suggests that operators can enhance activity exchange platforms, promote strategic alliances, implement standardized service process training, and regularly review facilities. These recommendations aim to integrate internal and external resources, improve the park's overall competitiveness and service quality, and provide customers with a more comprehensive and high-quality experience. The findings of this study can serve as a reference for operators and related educational park operators.