| 摘要: | 本研究以田尾公路花園的複合式花店為研究範圍，運用個案討論的方式深入了解複合式花店經營的現況並進行問卷調查以改善複合式花店的服務品質並提出因應的經營策略。本研究採問卷調查法，針對田尾公路花園個案複合式花店的遊客施測，共獲得223份有效問卷，並利用敘述性統計分析、因素分析、信度分析、單因子變異數分析、重要表現程度分析來探討遊客特性與服務品質。研究結果發現：1.個案複合式花店遊客的實際感受高於行前期望；2.服務品質重要度經由因素分析萃取專業服務、便利服務、特別服務、主動服務和舒適服務等五個構面，服務品質滿意度經由因素分析萃取親切服務、保證服務、印象服務、誠信服務和整潔服務等五個構面；3.遊客基本資料與遊憩行為對服務品質重要度與滿意度有顯著的正向影響；4.運用IPA法發現，必須立即改善的重點有「本店提供使顧客安心的服務」和「本店服務人員以顧客的權益為優先考量」。根據研究結果在軟體面和硬體面提出以下建議：建教合作、促銷方案、網路行銷、價格策略、服務品質、套裝行程、交通設施和環境設施，以提供有關單位決策及管理之參考。
A case study of recent management and a questionnaire survey are used to approve the service quality, therefore the planing management strategies are completed for complexity of the florist plant in the Tien-Wei highway garden. A total of two hundred and twenty-three visitors were collected and asked to analyze the characteristics and service quality through descriptive statistics, a factor analysis, a level of confidence, a one-way ANOVA and an important-performance analysis. The results indicate that：1. The actual experience of the customers with the complexity of a flority florist plant is beyond expectation, 2. An important degree of service quality, professional service, convenient service, special service, active service and comfortable service were mapped out through factor analysis; Performance degree of service quality, affable service, assured service, arresting service, substantial service and dapper service were mapped out through a factor analysis, 3. Personal background and tourist character influenced the degree of the imporance and the service quality. 4. With reference to emphasis on improvement, there are two items,「ease of service」、「consideration for the consumer’s property」. In accordance with this study, we would like to suggest complexity florist plant in software and hardware： an educational-industrial complex, a promotion strategy, Internet marketing, a price strategy, service quality, a packaged tour, a traffic instrument and an environmental corridor. Therefore we provide with reference to consideration for related unit for decision-making and planning managements. |
