觀光工廠的服務品質、體驗行銷與顧客滿意度之研究－以梅問屋梅子元氣館為例

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Title:	觀光工廠的服務品質、體驗行銷與顧客滿意度之研究－以梅問屋梅子元氣館為例
Other Titles:	An Examination on the Service Quality, Experiential Marketing and Customer Satisfaction Degree of a Tourism Factory: A Case Study of Plum Genki House
Authors:	洪慈霙 Hung, Tzu-Ying
Contributors:	文化創意事業管理學系文創行銷碩士班趙家民;洪林伯 Chia-Min Chao;Lin-Bao Hung
Keywords:	顧客滿意度;體驗行銷;服務品質;觀光工廠 experiential marketing;service quality;tourism factory;customer satisfaction
Date:	2015
Issue Date:	2015-08-24 11:56:23 (UTC+8)
Abstract:	以服務為主的產業觀光，已成為二十一世紀一項新興的休閒產業。經濟部有鑑於此，參考國外工廠觀光化的經驗來協助國內具有獨特的產業歷史文化，讓有意願轉型升級的工廠，透過整體發展的設計規劃，發展為兼具製造、歷史文化、觀光休閒價值的活體工廠。台灣工廠不再只有一成不變的生產製造，而是轉型為開放廠區的「觀光工廠」，除讓消費者了解製造過程，深化產品形象外，也創造出另一種觀光利基。除了增進地方觀光收入之外，也拓展多元化觀光旅遊的市場需求。　　因此本研究將以位於嘉義縣梅山鄉的梅問屋梅子元氣館為例，探討服務品質、體驗行銷與顧客滿意度之關係。在服務品質方面採用 Dabholkar et al.(1996)所提出的RSQS量表為衡量的依據。體驗行銷由Schmitt(1999)提出，是以感官、情感、行動、思考與關聯五個衡量構面所組成。顧客滿意度則參考美國顧客滿意指標模式(ASCI)的看法。　　本研究問卷發放時間主要為2015年1~2月，在梅問屋梅子元氣館以便利性抽樣方式進行，共取得330份有效問卷。統計分析以樣本結構之敘述性分析、信度與效度分析、各構面的分析及整體模式配適度分析。　　透過研究結果發現，顧客的來源以女性多於男性；年齡介於31~40歲；教育程度方面大專或大學程度最多；職業別方面，學生最多；居住地方面，以南部地區來客數居多。　　另外，體驗行銷對滿意度的總效果大於服務品質的總效果，所以我們可以判斷，體驗行銷對滿意度的影響較為明顯。　　Tourism is one of the fast growing industries in 21st century. The tourism has been fuelled by the growth in leisure time and engaged in holidays both domestically and internationally. The tourism industry is also essentially regarded as service industry. In view of this, the Ministry of Economic Affairs saves no endeavors on assisting those cultural and creative factories which have willingness for transformation and upgrading. By referring through the design and planning of the overall development, the successful experience of foreign tourism factories and through comprehensive scheme, they would become the factories which combine manufacturing, historical culture and tourism demand. Apart from manufacturing production, in Taiwan factories have also been transformed to open-to-the-public tourism factories. Under such circumstances, in addition to the manufacturing process, consumers can understand and strengthen product identification, and also create a different kind of tourism niche. Besides improving local tourism income, it is also beneficial for diversifying tourism market demand.　　We take Plum Genki House as case study, consisting of Service Quality, Experiential Marketing and Customer Satisfaction Degree of a Tourism factory. According to Dabholkar et al. (1996) in terms of quality of service proposed RSQS scale to measure basis. Experiential marketing by Schmitt (1999) proposed that is based on the senses, emotion, action, thought and association composed of five measure factors. Customer satisfaction is referred to the American Customer Satisfaction Index reference model (ASCI) views.　　In this study, the survey was applied at Plum Genkikan House during January to February at year 2015 for the sampling. Total valid questionnaires are 330. Statistical analysis is worked out in light of the narrative structure of the sample analysis, reliability and validity analysis, and the overall pattern of each facet of analysis.　　According to the study, when it comes to the customer base, we notice that the number of female is more than male. Regarding age, it is between 31 to 40 years old. For educational degree, college or university is the majority. As to occupation, most of them are students. With respect to place of residence, visitors from the southern part are the majority.　　In addition, as far as the total satisfaction is concerned, the experimental marketing is greater than service quality. Thus, we can determine that the experimentail marketing has more influence on satisfaction.
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