- 學位論文
服務品質、參與動機及顧客滿意度對活動效益間關係影響之研究─以義大遊樂園區2015年跨年煙火活動為例
The Quality of Service ,Motivation of Participation , Satisfactory of Customer and the Effectiveness of Event E-DA Theme Amusement Park Cross-Year Fire Work In 2015 For Example
摘要
本研究之主要目的是探討服務品質(The Service of Quality)，顧客滿意度(Customers Satisfactory)和顧客參與動機(Participate Motivation)對活動效益(Event Effectiveness)，也就是活動效益極大化(Maximization)之間的影響關係。 希望可以從顧客滿意度(SERVQUAL)量表中研究探討找出上述各項因子(Factors)之間的關係，進而了解服務品質，對顧客與顧客的滿意度之影響、也就是顧客實際服務體驗認知(Perceived Service)-顧客期望服務(Expected Service)正向極大化(Positive Maximum),和服務品質與顧客參與動機,顧客滿意度與參與動機,參與動機與活動效益,顧客滿意度與活動效益等之間的影響關係。 服務業(Service Industry)所提供的特性具有無形性(Intangibility)，異質(Heterogeneity)，不可分割性(Inseperability)，易逝性(Pershability)等四種特性(Characteristics)，並又在SERVQUAL量表中提出下列五點特性來進一步說明服務之特性。本表採李克特(Likert Scale)五點量表計分，從非常同意到非常不同意給予5至1的評分。 本研究之研究對象為300名參與2015年高雄市義大跨年煙火活動的參與者，利用t檢定(t-test)、單因子變異數分析、(多元)迴歸分析、差異分析、敘述性統計分析及皮爾遜積差相關等統計方法進行分析探討，結果如下： 1.男性或女性參與者在隨機抽樣統計上有差異，女生高於男生。 2.不同教育程度的參與者在在隨機抽樣統計上參與動機有差異，「國中以下」高於「專科、大學」，「國中以下」得分高於「研究所以上」。 3.步行與否的參與者在隨機抽樣統計上參與動機有顯著差異，沒有步行的高於有步行。 4.騎公共腳踏車與否的參與者在隨機抽樣統計上參與動機有顯著差異，沒有騎公共腳踏車的高於有騎公共腳踏車的。 5.是否選擇其他交通工具的參與者在隨機抽樣統計上參與動機及活動效益有顯著差異，兩個構面上皆為非其他交通工具的高於其他交通工具。 6.服務品質和顧客的參與動機呈現正相關之關係。 7.服務品質和顧客的滿意度呈現正相關的關係。 8.參與動機越高則顧客滿意度越高。 9.參與動機越高則活動效益越高。 10.顧客滿意度越高則活動效益越高。 最後並就「策略面」與「實際面」提出研究之改善建議，供學術界，與實際執行相關公司團體機構做參考。
並列摘要
This research major purpose is to explore the service of quality, satisfactory of customers and participating movitation of customers, in order to reach the maximum of Event effectiveness, in other words is Event of effectiveness maximization, hoping to find all kinds of factors from the customer's satisfactory SERVQUAL scale and study the relationship between these factors,To utilize the Likert Scale to score from the most satisfactory five points to the most unsatisfactory one point, furthermore to reach the maximization satisfactory of customers,let the customers perceived service minus(substract) the customers expected service will positive maximum. According to service quality , service industry provided four different characters as below: Intangiblity, Heterogeneity, Inseperability, Pershability. The objects of this research were 300 participants that had taken part in the crossed-year firework event in 2015,to utilized T-test,single factor variable analysis, Karl Pearson Chi-Square Distribution,(Multi) Regression, varied analysis, descriptive statistic , related statistic methods to proceed analysis and explore the results, These results were below: 1. In participating , with random sample and statistics female were higher than male. 2. Male and female patricipants were very wide and great difference in motivation of different of education of patricapants vary distinction and disparity in motivation of participating. Below junior high school scored with random sample and statistics were higher than junior college and university. Below junior high school score with random sample and statistics were higher than graduate school. 3. Whether go to on foot or not had distinct vary in the motivation of participating.but did not on foot scored with random sample and statistics were higher than walking by feet. 4. The participants whether riding public bicycle or not had distinct diversity in motivation of participating, Free riding public bicycles scored higher than riding bicycles. 5. Whether the participants choice others random sample and statistics vehicle and transporation or not were had different and disparity in motivation of participating and effectiveness of event. 6. Quality of service to participate motivation exists obviously positive influence. 7. Quality of service to satisfactory of customers exists obviously positive influence 8. The higher in motivation of participating and then the higher satisfactory of customers 9. The higher in motivation of participating an then the higher effectiveness of event. 10. The higher satisfactory of customers and then the higher on effectiveness of event. Finally, with regard to the「Strategy」and 「Practical」two respects to put forward the pieces of suggestion and improvements providing for the Academic circles(Academia) and corporation,company etc, for reference in reality.