信眾滿意度、宗教品牌忠誠度對重遊意願影響之研究－以佛光山為例

A Study of The Influence on Revisiting Intention of the Satisfaction of Belivers and Religious Brand Loyalty－In The Case of Fo Guang Shan Monastery

施文輝(Wen-Hui Shih)

指導教授 ： 鄭駿豪

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2008年)

https://doi.org/10.6825/NKUHT.2008.00021

摘要

本研究以問卷調查的實證研究方式，探討宗教業－佛教之信眾滿意度、品牌忠誠度對重遊意願之影響；針對2008年十月國際佛光會世界會員代表大會，以佛光山旅遊遊客及信徒作為本研究及問卷發放之對象，採便利抽樣方式。共發放問卷310份，回收問卷共296份，回收率為95.5%，有效回收樣本285份，有效回收率為91.94%。採用SPSS 12.0統計軟體，進行實證分析，得到以下結論：

一、信眾滿意度對品牌忠誠度有部分顯著影響—以「宗教行銷」及「宗教傳媒宣傳」兩構面信眾滿意度最高。

二、宗教品牌忠誠度對重遊意願有顯著影響—以認知及情感忠誠兩構面；忠誠度高，相對信眾重遊意願也會比較高。

三、信眾滿意度對重遊意願有顯著影響—信眾對「宗教行銷因素」、「宗教傳媒宣傳因素」及「僧眾服務過程因素」滿意度高，相對重遊意願也會比較高。

　　佛光山，除了要在行銷、傳媒宣傳及品牌形象上不斷努力，更要在文化交流、僧眾服務過程及訓練上，建立一套可長可久的制度；讓信眾滿意，才能擁有信眾對宗教品牌的忠誠度，建立良好宗教形象；形成口碑，更能增加信眾重遊或推薦他人重遊的機會。如此才能讓佛光山永續經營，擁有不平凡的優勢。

關鍵字

佛光山 ； 信眾滿意度 ； 宗教品牌忠誠度 ； 重遊意願

並列摘要

This study uses surveys of empirical ways to explore the business of religion - Buddhism believers’ of satisfaction and brand loyalty to impact the will of the revisiting ; The objects we evaluated were the tourists and believers who joined for the International Council of the World Buddhist Congress in Fo Guang Shan Monastery in October 2008. A total of 310 questionnaires were issued, a total of 296 questionnaires were recovered, the recovery rate is 95.5 %, recovery of 285 samples were effective with a recovery rate of 91.94 %. SPSS 12.0 statistical software is used to conduct empirical analysis to obtain as the following conclusions:

First, believers satisfaction on brand loyalty as well as some significant influence - “marketing religion” and “religious propaganda and the media” the two dimensions are the most satisfied.

Second, religious brand loyalty has a significant effect to the will of revisiting “cognitive and emotional loyalty” are the two most dimensions; Higher cognitive and emotional loyalty will induce the believers’ will of revisiting will be relatively high.

Third, the satisfaction of the believers has a significant effect toward their will to revisit - For believers, “marketing religion“ and “ religious propaganda and the media” and “ monks service” will make them a high degree of satisfaction, the will of revisiting will be higher as well.

Fo Guang Shan Monastery in addition to effects on marketing, media publicity and brand image a long-lasting system, in cultural exchanges, monks and training services, needs to be established to establish satisfaction with all believers which may to set up believers’ loyalty of action brand and build up a good passion of the religion to form a word-of-mouth to increase chances for believers to visit or to recommend others to visit. Thus, Fo Guang Shan Monastery may also have the opportunity to take long-term advantage to survive in such a competitive environment and to develop sustainably.

並列關鍵字

Fo Guang Shan Monastery ； the Satisfaction of Believers ； Religious Brand Loyalty ； Willingness to Revisit

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