國立自然科學博物館94年度服務品質、觀眾滿意度與忠誠度之調查研究

The Investigation Research on the Service Quality, Audience's Satisfaction and Loyalty of the National Museum of Natural Science in 2005

張英彥(Ying-Yen Chang) ； 應立志(Li-Chih Ying) ； 蘇麗英(Li-Ying Su)

《科技博物》 10卷3期 (2006/09) Pp. 101-127

摘要

本文係就國立自然科學博物館（以下簡稱科博館）94年度服務品質、觀眾滿意度及忠誠度進行調查分析。研究結果顯示，科博館無論在軟硬體設施及服務品質，抑或參觀前後之整體評價上，均受到觀眾高度的肯定；再訪意願及推薦他人意願亦頗高，顯示已獲觀眾之口碑。但書賣店及餐飲服務等設施宜提供更好的服務與更合理的售價，且因現有門票種類較為繁複應研議化繁為簡。而在做為國家級博物館的使命與定位之前提下，應創造更高知名度、吸引全國性及國際性觀眾到訪；並善用人際傳播以延伸大眾傳播效力，創造口碑。以事件行銷手法刺激參觀意願、強化博物館形象，逐步提昇為具有超高滿意度的博物館。對於滿意度頗高之優惠卡友服務方面，應提供重全面的顧客關係管理，以提高觀眾忠誠度。凡此種種，皆是科博館面臨劇烈競爭環境下，必須深思與檢討的課題。

關鍵字

博物館觀眾研究 ； 服務品質 ； 服務滿意度 ； 忠誠度 ； 人際傳播

並列摘要

This article investigates and analyzes service quality, audience's satisfaction and loyalty of the National Museum of Natural Science (NMNS) in 2005. According to the results, regardless of the facility and the service quality, or the whole appraisal, NMNS receives the high affirmation from the visitors. The expectation of re-visit and recommendation is quite strong, and has obtained the visitors appreciation. However, museum shops and museum restaurants should provide better service and reasonable price. NMNS should also simplify its complex ticket types. Under the mission of national museum, NMNS should try to create higher reputation in order to attract nationwide and international audiences. Interpersonal communication and event marketing may stimulate visit wishes and strengthen the museum image, as well as increase the satisfaction and loyally to the museum. As high satisfaction of NMNS Friends Card (Family Card, Dinosaur Card) is concerned, the membership is the core for the museum to develop customer relations. Within the fierce competition environment, the museum must think deeply about the topic which examines.

並列關鍵字

museum audience research ； service quality ； service satisfaction ； loyally ； interpersonal communication

參考文獻

方世榮譯、Philip Kotler原著(2000)。行銷管理學。台北:東華書局。

博物館與創意産業：台灣的迷思

新華網

吳忠宏、王嘉麟()。

中時電子報編輯部落格