表演品質、服務品質、顧客滿意與顧客忠誠的關係之研究

A Study on the Relationship between Performance Quality, Service Quality, Customer Satisfaction and Customer Loyalty

林隆儀(Long-Yi Lin) ； 許庭偉(Ting-Wei Hsu)

《行銷評論》 3卷4期 (2006/12) Pp. 497-528

https://doi.org/10.29931/MR.200612.0004

摘要

本研究從藝術表演的觀點切入，探討表演團體所展現的表演品質、劇場所提供的服務品質、顧客滿意與顧客忠誠之間的關係，以前往國父紀念館觀賞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及路徑分析驗證研究假說，研究結果發現：(1)表演品質、服務品質對顧客滿意個別具有正向的影響，(2)表演品質與服務品質之組合對顧客滿意具有正向的影響，(3)顧客滿意對顧客忠誠具有正向的影響，(4)表演品質、服務品質對顧客忠誠個別具有正向的影響，(5)顧客滿意在表演品質、服務品質與顧客忠誠之間扮演部份中介角色。

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 forcus on the performing arts, the main purpose is to explore the relationship between performance quality of arts program, service quality offer by the cinema, customer satisfaction and customer loyalty. Convenient sampling method was used, the audiences of performing arts program in Dr. Sun Yat-Sen Memorial Hall were interviewed. The 3,200 questionares were distributed and 743 effective samples were collected. The effective respond rate was 23.22%. Regression analysis and path analysis were used to test the hypotheseis. The major findings were as follow: (1) Performance quality and service quality each has a positive influence on customer satisfaction. (2) The combination of performance quality and service quality has a positive effect on customer satisfaction. (3) Customer satisfaction has a positive impact on customer loyalty. (4) Performance quality and service quality each has a positive influence on customer loyalty. (5) Customer satisfaction play a partial moderate role between performance quality, service quality and customer loyalty.

並列關鍵字

Performance Quality ； Service Quality ； Customer Satisfaction ； Customer Loyalty

參考文獻

台灣地區家庭「娛樂教育及文化服務」之消費支出的百分比

九十三年文建會的文化白皮書

文建會的表演藝術大事紀

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周文賢(2002)。多變量統計分析。台北:智勝文化事業有限公司。