主題樂園旅遊服務品質與滿意度認知模式之研究

Study on Theme Park Tourists' Perception of a Service Quality and Satisfaction Model

陳啟明(Chi-Ming Chen) ； 徐茂洲(Mao-Chou Hsu)

《臺灣體育運動管理學報》 18卷2期 (2018/12) Pp. 181-214

https://doi.org/10.6547/tassm.201812_18(2).0004

摘要

目的：主要以義大遊樂世界主題樂園遊客為研究對象，服務業中滿意度，服務品質是與同業進行差異化最重要的特點，本研究欲探討其滿意度與服務品質的關聯性。本研究方法：以問卷方式獲得遊客滿意度與服務品質推估之模式，資料經Amos20.0版統計軟體執行結構方程模式中的驗證式因素分析。結果：滿意度與服務品質量表驗證式因素分析模式是一個有效的建構，遊客對義大遊樂世界的滿意度現況皆給予正面且肯定的認知。義大遊樂世界服務品質的感受程度的現況屬於中等程度偏高。義大遊樂世界之服務品質對滿意度具有顯著影響。結論：遊樂園販售的是一種幸福的感受，遊客重視的是對於主題樂園所提供各項有形元素及無形感受，服務品質與滿意度是可以創造差異優勢，兩者是相輔相成的。期望此研究結果可做為日後觀光產業管理經營及學術研究參考。

關鍵字

PZB模式 ； 服務品質 ； 驗證式因素分析模式 ； 滿意度

並列摘要

Purpose: To investigate the relationship between satisfaction and service quality according to tourists' perceptions in E-DA Theme Park. Because satisfaction and service quality are the most crucial specialties for the service industry, this study discussed the connections between them. Methods: This study employed questionnaires and adopted structural equation modeling factor analysis to acquire a visitor satisfaction forecast model. Data were analyzed using confirmatory factor analysis and structural equation modeling in AMOS 20.0, and the results revealed that satisfaction and service quality at E-DA Theme Park were significantly and positively related. Results: The mechanism measuring visitors' satisfaction and service quality was effective. Furthermore, the analyses were effective. Internal quality reached the standard deviation whereas factor loading in the preliminary fit criteria met the ideal evaluation value. The respondents revealed high satisfaction in their responses. The overall reported perception of service quality at E-DA Theme Park was of a middle to high level; moreover, service quality had a significant effect on satisfaction. Conclusion: The theme park mainly sells a sense of happiness; thus, customers not only care about its visible facilities, but also about the feelings they perceive. Service quality and satisfaction can create distinct advantages and influence each other. This study's findings provide useful information for related tourism industries, the government, and academic research.

並列關鍵字

Parasuraman ； Zeithaml and Berry (PZB) model ； service quality ； confirmatory factor analysis model ； satisfaction

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