服務品質、關係品質及顧客忠誠度之關係探討─以奇美博物館為例

現代化的博物館多以提供高品質的服務，來提升顧客滿意度承諾感，以建立與顧客間的良好關係，進而擴大顧客再參觀的意願。因此，顧客忠誠度要如何衡量，就成為一個重要的課題。本研究旨在探究奇美博物館參訪者對於奇美博物館的服務品質、關係品質及顧客忠誠度之關係，以250位參觀奇美博物館的參訪者為研究樣本。本研究採問卷調查法，利用描述性、相關分析、多元逐步迴歸分析等統計方法進行分析。結果發現：奇美博物館的服務品質、關係品質及顧客忠誠度有顯著相關；服務品質對顧客忠誠度有顯著預測力；關係品質對顧客忠誠度有顯著預測力；服務品質對關係品質有顯著預測力；服務品質與關係品質對顧客忠誠度有顯著預測力。顯示顧客對博物館之忠誠度會受到博物館的服務品質及關係品質所影響。最後，根據實證研究結果，對奇美博物館提出相關建議供館方參考。

關鍵字

服務品質、關係品質、顧客忠誠度

並列摘要

Most museums nowadays tend to provide high quality service to promote customer satisfaction and sense of commitment so as to build up a good relationship with visitors and increase their willingness to revisit. Therefore, to measure customer loyalty has become an important task. This study was to investigate the relationship among service quality, relationship quality, and customer royalty who had visited the CHIMEI Museum. There were 250 visitors visiting the CHIMEI Museum in Taiwan were selected as the sample for the research. Questionnaire survey was adopted in this study to analyze by means of statistical methods such as descriptive statistics, correlation analysis, as well as multiple regression analysis. The result shows that the service quality, the relationship quality and the customer relationship are evidently related to one another; the service quality is significantly predictive to the customer royalty; the relationship quality is significantly predictive to the customer royalty; the service quality is significantly predictive to the relationship quality; and the relationship quality is predictive to the customer royalty. This study reveals the royalty of visitors can be predicted by the service quality and relationship quality of the Museum. Finally, according to the empirical results, we gave CHIME museum suggestions for reference.