A CASE STUDY ON SERVICE QUALITY OF HISTORICAL HERITAGE COMBINED WITH CULTURAL AND CREATIVE MERCHANDISE

歷史古蹟結合文創商品之服務品質個案研究

賀姿雅(Tzu-Ya Ho) ； 蔡憲唐(Hsien-Tang Tsai) ； 陳虹貝(Hung-Pei Chen) ； 林寶暉(Pao-Hui Lin)

《品質學報》 24卷5期 (2017/10) Pp. 348-359

https://doi.org/10.6220/joq.2017.24(5).04

摘要

Heritage tourism has gradually become a popular trend. Many people no longer focus only on the features or price of tourism; they also take artistic or creative value into account. Accordingly, service quality is a crucial determinant of consumer perception. The Hayashi Department Store in Taiwan is one of the most illustrative examples; it combines a historical setting with cultural and creative merchandise. This study empirically investigated service quality according to cultural and creative economic trends by investigating the department store. A survey of Hayashi Department Store visitors was conducted, 205 out of 220 provided responses valid for statistical analysis. The proposed service quality model comprised the four constructs of consumption value, service quality, consumer satisfaction, and behavioral intention. The mediation effect of consumer satisfaction between consumption value and behavioral intention, as well as the moderating effect of service quality between consumption value and consumer satisfaction were analyzed using regression and hierarchical regression analyses. This study showed that both consumption value and service quality enhanced consumer satisfaction and behavioral intention for the cultural and creative industry. Therefore, service quality can be seen as playing the most crucial role in this new economic trend by combining a heritage environment and creative products.

關鍵字

heritage tourism ； cultural and creative industry ； service quality ； consumption value

並列摘要

文化觀光市場的興起，促使古蹟旅遊成為一種趨勢。而在以古蹟為主體融入文化創意商品的場域中，除了文化創意的商品吸引消費者外，整體環境與服務感受亦被認為是影響消費者之消費經驗的重要因子。本研究旨在探討傳統地域結合文創商品下的服務品質對消費者之影響。研究方法採用量化之問卷調查法針對曾參觀過臺南林百貨的民眾做為實證對象，發出問卷220份，其中有效問卷205份。本研究將消費價值設定為自變數，後續行為意圖為應變數，消費者滿意度為中介變數，服務品質則為干擾變數，並且運用迴歸分析與變異數分析來分析數據。本研究發現服務品質在一個傳統環境結合創新商品中扮演著不可或缺的關鍵角色。

並列關鍵字

古蹟旅遊 ； 文化創意產業 ； 服務品質 ； 消費價值

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