應用重要－表現程度分析於農業試驗所解說媒體之成效評估

Using Importance-Performance Analysis to Evaluate the Effectiveness of the Interpretive Media in Taiwan Agricultural Research Institute

蕭淑芬(Shu-Fen Shiau) ； 謝雨蒔(Yu-Shih Hsieh) ； 陳烈夫(Lit-Fu Chan)

《台灣農業研究》 64卷3期 (2015/09) Pp. 213-227

https://doi.org/10.6156/JTAR/2015.06403.06

摘要

行政院農業委員會農業試驗所除就國內農業科技研究外，同時亦展示研發成果對外提供解說服務，以彰顯其工作主軸及成效。為了更深入瞭解參訪者對於農試所各項展示內容及解說服務的看法，乃於2013年進行滿意度問卷調查，問卷採5點量表設計。本研究有效問卷193份，有效問卷率達93.2%。經研究調查結果顯示，參訪者參觀農試所以觀摩學習動機為主，其次是受到農試所環境特質所驅使及工作上需求。參訪者實際體驗後，對於農試所提供之解說服務皆持以正面與肯定的回應，普遍覺得滿意，在20項服務評估變項中認為表現極顯著高於預期者，為「解說牌設計」的「解說文字大小適中」、「影視播放」的「播放的內容有趣並具有創意」、「解說人員」的「解說具有啟發性」。本研究透過重要－表現程度分析，並發現「影視播放」的「播放的內容長度適中」、「解說人員」的「解說時間掌控的很好」與「說話音量及速度適中」之滿意度不如預期，是應該加強改善的重點項目，值得重視與改進。整體服務滿意度成效方面，參訪者一致對「導覽人員安排」的滿意度最高（平均滿意度高達4.63），參訪後咸認有利於個人或工作的平均滿意程度為4.18，也表達願意再度來訪與向別人推薦的程度平均值分別為4.51與4.45，顯示農試所展示經營有相當的成果。藉由本研究之資料分析，不但能充分瞭解參訪者對農試所解說服務品質的期望與滿意度，更能釐清本所服務缺口，有利於研擬改善之因應策略。

關鍵字

重要－表現程度分析 ； 解說媒體 ； 滿意度調查 ； 動機分析 ； 服務缺口

並列摘要

In addition to the domestic agricultural studies, Taiwan Agricultural Research Institute (TARI) also focused on the exhibition of research and development achievements to highlight the work scheme and effectiveness. The five-point Likert scale questionnaire survey of the satisfaction of visitors in 2013 was designed for a better understanding of their views on our exhibition content and guide service. There were 193 valid returned questionnaires in total, which the effective response rate was 93.2%. The research results indicated that the main motivation of visit was learning, other reasons included being attracted by the characteristics of TARI and work requirements. After the visit, the visitors showed positive response to the guide provided by TARI and felt satisfied with it in common. Among the 20 service evaluation variables, ＂design of poster- the font of poster is proper,＂ ＂video playing- the content of video is interesting and creative＂ and ＂the docent- the guide is inspiring＂ were obviously better than expectation. With the importance-performance analysis, we discovered the satisfaction of ＂video playing- the length of video is proper,＂ ＂the docent- time control of the guide＂ and ＂the docent- the volume and speed of speaking are proper＂ were below expectation and worth improving. As to the overall service, the satisfaction of ＂the arrangement of docents＂ was identically the highest (4.63 ± 0.49). The satisfaction of the benefit for work after visiting was 4.18 ± 0.64, the willing for visiting again or recommending to others was 4.51 ± 0.57 and 4.45 ± 0.57, which revealed the fruitful achievements of TARI. With data analysis of this survey, we may not only understand the visitors' expectation and satisfaction of the quality of our guide service, but also clarify the service gap for further improvement.

並列關鍵字

Importance-Performance analysis ； Interpretation media ； Satisfaction questionnaire ； Motivation analysis ； Service gap