表演品質、服務品質與顧客滿意對顧客忠誠的影響

The Impacts of Performance Quality, Service Quality and Customer Satisfaction on Customer Loyalty

林隆儀(Long-Yi Lin) ； 許庭偉(Ting-Wei Hsu)

《真理財經學報》 17期 (2007/12) Pp. 91-118

https://doi.org/10.29963/TOJEB.200712.0004

摘要

本研究從藝術表演的觀點切入，探討表演團體的表演品質、劇場所提供的服務品質、顧客滿意對顧客忠誠的影響，以觀賞國父紀念館之表演藝術節目的觀眾為研究對象，採用便利抽樣法進行抽樣訪問，發出3,200份問卷，蒐集到有效問卷743份，有效問卷回收率為23.22%。所蒐集到的資料利用迴歸分析驗證研究假說，研究結果發現：(1)表演團體的表演品質對顧客滿意有正向的影響效果。(2)劇場所提供的服務品質對顧客滿意有正向的影響效果。(3)表演團體的表演品質與劇場所提供的服務品質之組合對顧客滿意有正向的影響效果。(4)觀眾的顧客滿意對顧客忠誠有正向的影響效果。

關鍵字

表演品質 ； 服務品質 ； 顧客滿意 ； 顧客忠誠

並列摘要

This study focus on the performing arts, the main purpose is to explore the infulences of performance quality of arts program, service quality offer by the play house and customer satisfaction on customer loyalty. Convenience sampling method was used and the audiences of performing arts program in Dr. Sun Yat-Sen Memorial Hall were interviewed. The 3,200 questionnaires were distributed and 743 effective samples were collected. The effective reponse rate was 23.22%. Regression analysis was used to test the hypothesis. The major findings were as follow: (1) Performance quality has a positive influence on customer satisfaction. (2) Service quality offer by the play house has a positive impact on customer satisfaction. (3) The combination of performance quality and service quality has a positive effect on customer satisfaction. (4) Customer satisfaction has a positive impact on customer loyalty.

並列關鍵字

Performance Quality ； Service Quality ； Customer Satisfaction ； Customer Loyalty

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