透過您的圖書館登入
IP:3.215.77.88
  • 期刊

體驗行銷、服務品質、觀眾滿意度與忠誠度關聯性之研究:以國立科學工藝博物館“青春氧樂園-無菸,少年行特展”為例

A Study of the Relationship among the Experiential Marketing, Service Quality, Satisfactions and Loyalty of the Museum Visitors for "The Non Smoking Paradise Special Exhibition"

若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


本研究主要針對國立科學工藝博物館(以下簡稱工博館)接受行政院衛生署國民健康局(以下簡稱健康局)補助委託辦理之「青春氧樂園-無菸,少年行特展」之觀眾為研究對象,研究理論基礎乃根據Schmitt(1999)所提出體驗行銷之策略體驗模組SEMs(感官、情感、思考、行動、關聯)及Parasuraman Zeithaml and Berry(1988)提出之SERVQUAL量表之五大構面(有形性、可靠性、回應性、確實性、同理心)檢視觀眾參觀後之體驗認知與服務品質認知,並進一步瞭解觀眾進行滿意度與忠誠度,藉以更精確的評量標準評估展示設計的績效,俾利達到本特展效益與促進菸害防制之政策擴散與宣導目標。本研究採問卷調查法,一共發放1000份問卷,有效問卷918份,有效樣本回收率達918%。經統計分析發現:一、體驗行銷/服務品質與顧客滿意度有顯著相關;二、顧客滿意度與顧客忠誠度有顯著相關;三、體驗行銷的感官體驗對特展滿意度影響最大;四、體驗行銷的行動體驗對工博館滿意度影響最大;五、服務品質的有形性對特展滿意度影響最大;六、服務品質的保證性對工博館滿意度影響最大。

並列摘要


This research project is targeted at the visitors of Non-Smoking Paradise Special Exhibition at National Science and Technology Museum. We performed the investigation and study of the visitors' satisfactions, based on the theory of strategic experiential modules SEMs, presented by Schmitt in 1999. This study helps us understand the overall exhibiting effect of this special exhibition, and it is used as the basis of the performance evaluation of this exhibition. This research provides further information on the planning and designs of the related exhibition themes in the future, besides, it adopted the questionnaire survey which within 1000 questionnaire there were 918 ones returned effectively. The effective sample returns-ratio is 91.8%. According to the finding of data statistical analysis: (1) Experiential marketing/service quality has a significant relationship with visitor's satisfaction. (2) Visitor's satisfaction and visitor's loyalty has a significant relationship. (3) Sense experience of experiential marketing has the most influence on the satisfaction of special exhibition. (4) Action experience of experiential marketing affects National Science and Technology Museum the most. (5) The tangible service quality has the most influence on the satisfaction of special exhibition. (6) The guarantee of service quality affects most on the satisfaction of special exhibition.

參考文獻


陳勁甫、林怡安(2003)。博物館觀眾滿意度與服務品質之研究:以國立自然科學博物館為例。博物館學季刊。17(3),113-131。
黃慶源、章嘉芝、吳春美、張孟勤(2005)。博物館服務品質與觀眾滿意度及忠誠度之研究-以國立科學工藝博物館為例。科技博物。9(1),21-52。
黃慶源、邱志仁、陳秀鳳(2004)。博物館之體驗行銷策略。科技博物。8(2),47-66。
Anderson, E. W.,Sullivan, M. W.(1993).The Antecedents and Consequences of Customer Satisfaction for Firms.Marketing Science.12(2),125-143.
Backman, S. J.,Veldkamp, C.(1995).Examination of Relationship between Service Quality and User Loyalty.Journal of Park and Recreation Administration.13(2),29-41.

被引用紀錄


許紋豪(2017)。全民國防教育體驗行銷滿意度之研究:以105年成功嶺射擊體驗營為例〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2017.00214
吳麗鶯(2009)。以國立自然科學博物館特展吸引力探究遊客參與動機、阻礙與滿意度之關係〔碩士論文,亞洲大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0118-1511201215461600
劉世樹(2009)。管理顧問業對中部地區中小企業之服務策略實證研究〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-1111200915521772
張正龍(2010)。以文化價值探觀點討台灣博物館之服務創新〔碩士論文,亞洲大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0118-1511201215463713
張雅琇(2010)。劇場型博物館經營之可行性研究〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-1610201315185038

延伸閱讀