公部門服務品質對顧客滿意度影響之研究—以集集鎮燈會為例

節慶活動屬於殊價財宜由政府提供，且能帶來廣大利益並提升形象。本研究係以集集鎮燈會為例探討公部門服務品質對顧客滿意度影響分析。針對燈會主辦之公部門、參與燈會活動之遊客及觀光業者三方各別分析。利用BCM模式設計量化問卷做敘述性分析、相關分析及迴歸分析，再利用重要度-表現度分析法(IPA)分析期望重要性與實際認知之差異。相關分析結果，三大構面中互動品質、實體環境品質及結果品質在公部門、遊客及觀光三方分析結果均兩兩相關。迴歸分析結果：在遊客部分，服務品質三大構面對於滿意度有顯著正面影響成立；在業者部分，僅結果品質構面有顯著正面影響之假設成立；在政府部分，僅互動品質構面及結果品質構面有顯著正向影響滿意度成立。經IPA分析結果顯示於繼續保持項區(重要度及表現度較高，應保持)中，遊客、業者與政府均將「交通」列於此區，業者與政府將「服務人員表現」同列此區，遊客與政府在「環境條件」及「設計」同列此區，遊客則將「訊息接收」及「燈會表演活動」列在此區；在過度投入區(重要度較低表現度較高，宜重新分配資源)中，遊客將「服務人員表現」列在此區，政府將「遊客訊息接收」、「遊客等待時間」及「燈會表演活動」列在此區；在低順位區(重要度及表現度較低，較無改善急迫性)，遊客、業者及政府將「社會因素」、「攤商管理」及「花燈設施」同列此區，遊客與業者將「遊客等待時間」列於此區，遊客及公所將「醫療救護」列在此區；在積極改善區(重要度較高表現度較低，應優先考量改善)，遊客、業者同列「評價」在此區，業者另列「環境條件」、「設計」、「遊客訊息接收」、「燈會表演活動」在此區。最後，本研究從遊客觀點對政府在燈會總體及各活動項目提出具體建議。關鍵字：服務品質、滿意度、BCM模式、重要度-表現度分析法(IPA)

關鍵字

服務品質；滿意度； BCM模式；重要度-表現度分析法(IPA)

並列摘要

Festival activities can bring extensive effectivenes and improve the brand image. The funding of festival activities should be supported by the government because of merit goods. The Study aims to examine the relationship between service quality and citizen satisfaction of government and use Jiji lantern festival as an example. The study analyzes the relationships for government (Jiji town office)、tourists and tour industry ndividually. The study adops the BCM model to design quantitative questionnaire. For data analysis, we use descriptive statistics, related analysis and regression analysis to investigate the cuuse-effect relationship and use IPA analysis to verify the differences between importance and perception. The results of related analysis in tourists show that the interactive quality, physical environment quality and outcome quality are all related to each other. There are same analysis results of the tour industry and the government. For tourist, the results of regression analysis show that the service quality (inciude of the interactive quality, physical environment quality and result quality ) has significantly positive effect on satisfaction. The results of regression analysis in tour industry party show that the outcome quality has significantly positive effect on satisfaction. The results of regression analysis in government show that the interactive quality and the outcome quality have significantly positive effects on satisfaction. The results of IPA analysis in good performance area(high importance；high performance )：the “transportation” is in this area for all three parties, the “service personnel” is in this are for tour industry and the government, the "environmental conditions" and "design" are this area for tourists and the government, and the “information reception” and “lantern show activities in” is in this area for tourist. The results of IPA analysis in over-investment area(low importance；high performance ): tourists list “service personnel” in this area, the government lists "tourist information reception” , "tourist waiting time” and "lantern festival performance activities” in this area. The results of IPA analysis in low priority area(low importance；low performance)：all three parties list the "social factors", " vendor management” and the “festival products” in this area. Tourists and tour industry list “waiting time” in this area. Tourists and government list “medical rescue projects” in this area. The results of IPA analysis in to-be improved area(high importance；low performance ), Tourists and tour industry list "evaluation" in this area. The tour industry also lists "environmental conditions", "design", “tourist information reception”, and “lantern festival performance activities” in this area. Base on the above results, some useful suggestions are proposed for government in individual and overall activities. Keywords: BCMmodel, importance-performance analysis(IPA), satisfaction, service quality