觀光工廠顧客服務體驗、服務品質滿意度與購買意向之關連性探討—以「香里活力豬」為例

本文旨在探討觀光工廠顧客之服務體驗、服務品質滿意度與購買意向之關聯性研究，以中部地區某肉品觀光工廠為研究個案，透過消費者問卷調查方式，蒐集顧客對於此觀光工廠之服務體驗認同度、服務品質滿意度及購買意向之認同程度，藉以瞭解顧客對於此肉品觀光工廠之服務體驗與服務品質滿意度，進而分析服務體驗與服務品質對於顧客購買產品意向之影響關係，以作為此觀光工廠提升服務品質、創造體驗價值及增加顧客購買意向之參考。從本研究之分析結果得知，中高年齡層、已婚、中高收入，以及高教育程度的消費者對於此觀光工廠的服務品質與服務體驗皆有較高的認同度，因此，購買意向也較高。在服務體驗與服務品質對於購買意向的關聯上，顯示服務體驗認同度越高或服務品質滿意度越高，對於本觀光工廠產品的購買意向也隨之增加。

關鍵字

觀光工廠；服務體驗；服務品質滿意度；購買意向

並列摘要

In this study, we investigated the relationship among customer service experience, service quality satisfaction and purchasing intention of tourism factory. The case of study is the tourism factory of meat processing located at the central area of Taiwan. The data of customer service experience, service quality satisfaction and purchasing intention were collected from the customers of this tourism factory by questionnaire. From the results of this study, we can obtain that the customers with the age above 30 years old, married, income between 20000 to 59999 new Taiwan dollars, and high-education level have higher agreement for service quality, service experience and purchasing intention of staff and produce of tourism factory respectively. On the correlation analysis, there are significant positive correlations among service experience, service quality satisfaction and purchasing intention, while the significant regression relationships are obtained with the purchasing intention as response variable and the service experience, the service quality satisfaction as expertory variables. Those results are helpful for improving service quality, creating experience value and increasing purchasing intention.