市民農園服務品質、整體滿意度、續約意願與推薦意願之研究－以台中縣市為例

The Research of Service Quality, Total Satisfaction Level, Renewal Intention and Recommendation Intention in Urban Allotment at Tai-Chung

陳勁甫(Ching-Fu Chen) ； 黃琮聖(Tsung-Sheng Huang) ； 閻淑慧(Shu-Hui Yen) ； 蕭玉華(Yu-Hua Hsiao) ； 蔡郁芬(Yu-Fen Tasi)

《生物與休閒事業研究》 2卷2期 (2004/12) Pp. 66-79

https://doi.org/10.30133/BLIR.200412.0004

摘要

隨著時代及產業結構的轉變，農業不單只是作為糧食的供給，都市裡的農地一時之間無法轉做他用而必需進行調整，故政府相關單位開始輔導農地轉型，以提供閒暇娛樂、改善休閒品質等為目標，充分地將休閒與農業結合，形成都市特有的休閒農業型態。 本研究主要是以台中縣（市）五家市民農園為研究對象，目的是要了解市民參與市民農園所知覺的服務品質及對整體滿意度、續約意願與推薦意願之程度，進而探討服務品質對滿意度與忠誠度之影響，作為業者經營管理之改善參考。 本研究利用參與者問卷調查，於九十三年三月至四月間，共發出260份問卷，剔除漏答及填答有偏差者共得有效問卷180份，回收率69.2%。 研究主要結論如下： 一、受訪者對服務內容、經營管理、實體設施等三項服務品質構面之衡量普遍呈現滿意，顯示尚存改善空間。 二、總體評價上，受訪者對市民農園之整體滿意度介於稍微滿意與滿意間，而續約意願與推薦意願亦介於稍微同意與同意間，顯示尚存改善空間。 三、應用ANOVA分析，不同學歷受訪者之對整體滿意度和推薦意願存在差 ；而不同月收入之受訪者對整體滿意度和續約意願存在差異。 四、應用迴歸分析，三項服務品質構面中，服務內容及經營管理兩構面對整體滿意度具有顯著影響，而經營管理構面對續約意願具有顯著影響，服務內容構面對推薦意願具有顯著影響。

關鍵字

市民農園 ； 服務品質 ； 滿意度 ； 續約意願 ； 推薦意願

並列摘要

Along with the change of economic structure, traditional agriculture has been facing immense pressure of transformation. The leisure agriculture combining leisure and agriculture emerges to meet the demanding need.
The study aims to measure city farm participants' perceived service quality, overall satisfaction, renewal intention and recommendation intention in Taichung area; and in turn to investigate the effects of service quality factors on participants' overall satisfaction, renewal intention and recommendation intention.
A total of 260 participants of 5 city farms in Taichung were surveyed between March and April in 2004, and 180 effective samples are obtained.
The main results reveal as follows:
(1) The perceived service qualities of three dimensions, namely, service content, management and physical facilities are good in general, but the room for improvement is remained.
(2) The overall satisfaction of city farms are rated as slightly satisfied, and the willingness of renewal and the willingness of recommendation are rated as slightly agreed. Much room for improvement is remained.
(3) Results of ANOVA revealed overall satisfaction and recommendation intention varied significantly by education level, and overall satisfaction and renewal intention varied significantly by monthly income level.
(4) Using regression analysis, the service quality dimensions of service content and management show significant effects on overall satisfaction; the dimension of management on renewal; and the dimension of service content on recommendation.
Implications for empirical business of city farm are given at the end of this article.

並列關鍵字

city farm ； service quality ； overall satisfaction ； renewal intention ； recommendation intention