休閒農場服務品質、遊客滿意度與再購意願之研究

The Study of the Relationship among Service Quality, Tourists’ Satisfaction and Repurchase Intention of Leisure Farm

陳亭君(Chen Ting Chun)

指導教授 ： 林銘昌

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2008年)

摘要

政府為滿足國人對休閒旅遊的需求，並降低加入WTO後對農業產生的衝擊，乃積極推動「休閒農業」政策，期望藉由導入旅遊服務業經營理念，將農業的一級產業提昇為以服務為導向的三級產業。本研究藉由探討服務品質、遊客滿意度與再購意願之關係，了解遊客對服務品質的滿意程度、哪些服務項目能提升遊客滿意度、提高遊客再購意願，以建立良好的口碑及提升休閒農場的競爭力。
本研究採用統計分析軟體SPSS進行信度分析、因素分析、相關分析及單因子變異數分析。研究對象為休閒農場之遊客，調查採立意抽樣的方式，針對入園遊客隨機發放問卷，遊客在參觀休閒農場後，再針對問卷題項進行填答，並於填答完成後繳回。
分析結果顯示，服務品質認同度最高的前三項為「農場整體整潔狀況良好」、「服務人員樂於幫助顧客」及「整體而言，我認為該休閒農場是可靠的」；遊客滿意度為「休閒農場整體環境」、「服務人員態度」及「休閒農場的整體服務表現」；而再購意願則是以「會向親朋好友推薦該休閒農場」為最高，其次是「會注意此休閒農場的相關資訊」及「以後會再到這家農場參觀旅遊」。
根據研究結果發現，服務品質與遊客滿意度呈現正相關；服務品質與再購意願呈現正相關；遊客滿意度與再購意願呈現正相關。在服務品質的構面中，不同年齡的遊客對「保證性」與「可靠性」達顯著水準；不同婚姻狀況的遊客對「可靠性」達顯著水準；不同教育程度的遊客對「保證性」達顯著水準；不同職業的遊客對「保證性」、「有形性」與「回應性」均達顯著水準；不同月收入的遊客對「保證性」與「回應性」達顯著水準。
在遊客滿意度的構面中，不同年齡的遊客對「設施產品」達顯著水準；不同教育程度的遊客對「設施產品」達顯著水準；而職業對遊客滿意度達顯著水準。
在再購意願的構面中，不同年齡的遊客對「關係延續」達顯著水準；不同教育程度的遊客對「再購意願」達顯著水準；不同職業的遊客對「再購意願」達顯著水準。

關鍵字

服務品質 ； 遊客滿意度 ； 再購意願

並列摘要

In order to satisfy people’s demand of travel and reduce impact of agriculture when enter WTO, Government works very hard to improve policy of leisure agriculture. The government expects to install idea of travelling services to move our agriculture from first level industry up to third level industry which main point is service. According to treat service quality and relation between traveler satisfaction and repurchase intention, the research can realize the traveler satisfaction of service quality. The research also can understand which item can approve traveler satisfaction and repurchase intention to establish leisure farm competitiveness.
The research used statistic soft SPSS to do Reliability, Factor, Relation analyze and ANOVA. The research sample is traveler of leisure farm. The research method is random survey.
For service quality identification, first is farm cleanness. Second is employee service. Third is reliability of farm. For satisfaction, first is environment of farm. Second is attitude of employee. Third is service of farm. For repurchase intention, first is to introduce farm to your relationship and friend. Second is to pay attention to any information for farm. Third is to visit farm again.
The research result showed service quality and traveler satisfaction have positive relation; service quality and repurchase intention have positive relation. For service quality, different age travelers have significance level for Assurance and Reliability. Different marriage situation travelers have significance level for Reliability. Different education level travelers have significance level for Assurance. Different vocation travelers have significance level for Assurance, Tangible, Response. Different salary travelers have significance level for Assurance, Response.
For satisfaction, different age travelers have significance level for School performance. Different education level travelers have significance level for School performance. Different vocation have significance level for traveler satisfaction.
For repurchase intention, different age travelers have significance level for relation continuation. Different education level travelers have significance level for repurchasing inclination. Different vocation travelers have significance level for repurchasing inclination.

並列關鍵字

Service Quality ； Tourists’ Satisfaction ； Repurchase Intention

參考文獻

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