- 期刊
不同型態觀光酒廠遊客之服務品質、滿意度、忠誠度之比較研究－以屏東觀光酒廠及屏東龍泉觀光酒廠為例
A Comparative analysis of Service Quality, Satisfaction and Loyalty of Visitors to Different Types of Tourism Breweries - A Case Study on the Pingtung Winery and Pingtung Longquan Brewery
摘要
本研究目的在調查公營及民營酒廠其消費者之基本資料及消費型態、服務品質、滿意度及忠誠度有何差異。研究方法採用問卷調查法：以屏東龍泉觀光啤酒廠及屏東觀光酒廠消費者作為調查對象。兩家酒廠分別發放250份問卷，年齡以18歲以上具有正確辦別能力消費者為主，有效問卷回收率兩家皆為100％。問卷架構分為五個部分，一為基本資料，二為消費習慣，三為服務品質，包含關懷性、有形性、可靠性、反應性等四個構面；四為滿意度，包含景觀設施、服務態度、公共設施、價格與產品等四個構面；五為忠誠度。資料處理方面本研究以描述性統計、次數分配表、卡方分析法及獨立樣本t考驗來比較這兩家酒廠的差異。統計部分是以SPSS 20.0版軟體來執行，繪圖部分是以Excel 2010版軟體來繪圖，顯著水準設為α= .05。研究結果如下：消費習慣部分，在消費目的方面，屏東酒廠在家庭旅遊及朋友聚會這兩個變項比率上顯著地高於龍泉啤酒廠(p＜.05)。在資訊來源方面，龍泉啤酒廠在網路訊息及朋友推薦這兩個變項比率上顯著地高於屏東酒廠(p＜.05)。服務品質部分，在關懷性、有形性、可靠性、反應性等四個構面，龍泉啤酒廠分數皆高於屏東酒廠。滿意度部分，在服務態度、產品與價格、景觀設施等三個構面，龍泉啤酒廠分數高於屏東酒廠。但在公共設施方面屏東酒廠分數高於龍泉啤酒廠。研究結果得到民營酒廠在服務品質、滿意度及忠誠度等三部分皆較公營酒廠來的好，建議屏東酒廠可加強人員言行舉止方面的訓練以及訂定合理的產品價格跟增加周遭的環境的清潔舒適。
並列摘要
The purpose of this study was to compare differences in the basic information, consumption patterns, service quality, satisfaction and customer loyalty of customers of private and public breweries. The study was implemented by questionnaire survey method for the customers of the Pingtung Winery and Pingtung Longquan Brewery. Each winery with 250 surveys were issued for a total of 500 surveys. Those subjects were 18 years of age or older, and properly able to respond. The effective collection rate for questionnaries was 100%. The questionary structure divided questions into five categories: 1. basic information; 2. consumer habits; 3. service quality; 4. satisfaction; and 5. loyalty. In order to compare the differences between the two breweries, descriptive statistics, frequency of distribution, chi-square analysis and independent sample t-tests were applied to the data. SPSS 20.0 was used to perform the statistics alalysis, Excel 2010 was used to drawer the diagrams, and the level of significance was set as α= .05. The results of the study show that with respect to the consumer objectives within the consumer habit category, the two variables of family tours and gatherings with friends were significantly higher at the Pingtung Winery than that at Pingtung Longquan Brewery (p＜.05). With respect to the customers' information sources, the internet and recommendations from friends were cited significantly more often by Pingtung Longquan Brewery visitors than by those of the Pingtung Winery (p＜.05). Under service quality, concern, tangibility, reliability and responsiveness all received higher scores at the Longquan Winery. With respect to satisfaction, Pingtung Longquan Brewery scored higher than the Pingtung Winery on three of the items, including service attitude, product & price, and landscape & infrastructure. However, with respect to the public facilities, the Pingtung Winery scored higher than the Pingtung Longquan Brewery. The results of the study show that the privately operated brewery performed better in service quality, satisfaction, and loyalty than the publicly operated one. It is recommended that the Pingtung Winery provide speech and behavior training for personnel, set a reasonable prices for the product, and increase the cleanliness and comfort of the surrounding environment.