摘要 本研究以綠盈休閒牧場之遊客為研究對象,探討顧客的參與動機與服務品質對顧客忠誠度之影響情形以及透過重要-表現分析法瞭解遊客對牧場的服務品質感受。採問卷調查法作為資料收集工具,並以便利抽樣方式進行問卷調查,共計發出問卷500份,回收427份,剔除填答不完整之無效問卷後,得有效問卷390份,有效回收率為78%。研究結果發現,參與動機各構面與服務品質各構面皆呈正向顯著相關,其中以參與動機的「自我學習」與「整體服務品質」相關性最高;參與動機中的「社交因素」與「自我學習」可以有效預測顧客忠誠度;服務品質中的「情境體驗」、「互動體驗」與「實作體驗」可以有效預測顧客忠誠度;透過重要-表現程度分析法結果顯示,遊客對於「景觀餐廳洗手間乾淨衛生」、「體驗活動體驗環境乾淨清潔」、「DIY體驗器具的安全性」、「DIY體驗教室乾淨清潔」感到重視,但卻對目前的服務品質感到不滿意,建議優先改善環境清潔與安全性。 研究結果可提供綠盈牧場業者作為經營管理之參考。
Abstract This purpose of this study is to discuss the relationships among the Tourist’s motivation, service quality and customer loyalty in Greening Ranch, and use Importance-Performance Analysis to understand tourist’s perception of service quality of Greening Ranch. Questionnaire was adopted in this study, and operated with convenience sampling. There are a total of 500 questionnaires sent, 390 valid questionnaires got back, and the effective response rate is 78%. The results of the study provided the following: 1. Strong positive relationship was found in the correlation analysis among the Tourist’s motivation and service quality. And the strongest positive relationship was found in Motivation’s Self-learning and Service quality. 2. Social factor and self-learning of tourist’s motivation have a significant influence on customer loyalty. 3. Situational experience, interaction experience and realistic experience of service quality have a significant influence on customer loyalty. 4. The analysis results show that tourists feel importance in “The bathroom is clearly in the restaurant, Experience places is clearly, DIY experience’s Equipment is Safely and DIY experience places is clearly”, but tourists feel dissatisfaction. Therefore, the specific recommendations of result will apply to the Greening Ranch for further business strategy.
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