服務品質、體驗價值與口碑傳播對顧客滿意度影響之研究---以怡馨緣茶花休閒農場為例

服務品質為企業永續發展所重視，休閒農場已建的「服務品質認證制度」，替休閒農場服務品質把關。體驗經濟時代來臨，體驗價值主導顧客給予的評價，可利用它來設計相關體驗活動，吸引遊客，提高價值而帶動周邊經濟。此外，遊客在同事、親友間、社群網路裏，將自身感受的分享、推薦與批判，構成口碑傳播。以上三個因素在許多研究中均會影響休閒農場之滿意度及永續經營成敗。因此，本研究以怡馨緣茶花休閒農場為研究個案，探討服務品質、體驗價值與口碑傳播對顧客滿意度之影響。並以曾至怡馨緣茶花休閒農場遊憩之遊客為研究對象，實地蒐集391份有效問卷，使用SPSS統計分析軟體進行分析：信度及效度分析、敘述性統計分析、單因子變異數分析、獨立樣本t檢定、相關分析及路徑分析來檢定服務品質、體驗價值、口碑傳播、顧客滿意度四個構面間差異與關係。所得結果獲知，樣本以「女性」、「40-49歲」、「已婚」、「軍公教」、「大學或專科」、「每月收入40001-60000元」比例最高。經由實證分析研究結果如下：（1）消費者對服務品質的認同程度越高，則對體驗價值認同程度也會越高。（2）消費者對服務品質與體驗價值的認同程度越高，則對口碑傳播的認同程度也會越高。（3）消費者對服務品質、體驗價值與口碑傳播的認同程度越高，則對顧客滿意度的認同程度也會越高。（4）服務品質透過體驗價值與口碑傳播中介變數對顧客滿意度影響最為明顯。因此，服務品質之有形性、可靠性、反應性、保證性、關懷性會影響消費者的對該農場之滿意度。最後本研究依照結果，提出管理意涵，並進一步提出可行建議供業者在遊憩規劃及行銷上之參考。

關鍵字

服務品質；體驗價值；口碑傳播；顧客滿意度；休閒農場

並列摘要

Service quality is valued by the sustainable development of enterprises, and the service quality certification system that has been established by leisure farms checks the service quality of leisure farms. With the advent of the experience economy era, the value of experience dominates the evaluation given by customers, and it can be used to design related experience activities to attract tourists, improve value and drive the surrounding economy. In addition, tourists share, recommend and criticize their own feelings among colleagues, relatives and friends, and social networks, which constitute word-of-mouth dissemination. The above three factors have affected the satisfaction and sustainability of leisure farms in many studies. Therefore, this study takes Yixinyuan Camellia Leisure Farm as a research case to explore the impact of service quality, experience value and word-of-mouth communication on customer satisfaction. Taking the tourists who had visited Yixinyuan Camellia Leisure Farm as the research object, 391 valid questionnaires were collected and analyzed using SPSS statistical analysis software: reliability and validity analysis, narrative statistical analysis, one-factor variation analysis, independent sample t-verification, correlation analysis and path analysis to verify the differences and relationships between the four components of service quality, experience value, word-of-mouth transmission and customer satisfaction. The results obtained were shown that the sample had the highest proportion of "female", "40-49 years old", "married", "military catholic education", "university or specialist", and "monthly income of 40001-60000 yuan". The results of the empirical analysis are as follows: (1) The higher the degree of consumer recognition of service quality, the higher the degree of recognition of experience value. (2) The higher the degree of recognition of consumers for service quality and experience value, the higher the degree of recognition of word-of-mouth communication. (3) The higher the degree of recognition of consumers for service quality, experience value and word-of-mouth communication, the higher the degree of recognition of customer satisfaction. (4) The impact of service quality on customer satisfaction is most obvious through the intermediary variables of experience value and word-of-mouth transmission. Therefore, the tangibleity, reliability, responsiveness, assurance, and care of the quality of service will affect the satisfaction of consumers with the farm. Based on the results, this study proposes management implications and further practical recommendations for practitioners to refer to in recreation planning and marketing.