服務品質對於顧客滿意度及品牌態度之影響探討─以觀光工廠為例

The Effects of Service Quality on Customer Satisfaction and Brand Attitude ─Using Tourism Factory as an Example

蔡雅琪(Ya-Chi Tsai)

指導教授 ： 周素娥

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00100

摘要

全球經濟逐漸成長及我國人民所得提升，國人之觀光需求日漸增長。並且隨著知識經濟時代來臨，國人的旅遊態度朝向較具歷史文化、創意、多元化及富有附加價值之型態。近年來，政府開始重視休閒觀光旅遊，積極推動「地方型群聚產業發展計畫」，針對逐漸式微之傳統產業加以輔導，進行技術改善、市場行銷、創新產品設計、工廠觀光化及提供相關的技術服務為主要推動目標。觀光工廠集結歷史文化與旅遊休閒，並且兼具知識傳承之意義，連結地方觀光，達成群聚綜效。
本研究期望遊客在參觀工廠之時，企業所提供的參觀服務，符合遊客期待之服務品質，藉由遊客參觀、體驗工廠得到之服務達到滿意效果，能影響遊客對該工廠品牌態度，改變遊客原有的購買型態。然而，因觀光工廠為近年來興起之產業，相關研究甚少，所以本研究將所得到之研究結果提出建議，並提供相關參與的觀光工廠作為企業政策實行之參考，對於未來推動觀光工廠建議能有所幫助。
因此本研究其主要針對以參觀過觀光工廠之遊客進行研究，研究對象是根據有參觀過經濟部工業局公布通過評鑑之觀光工廠的遊客進行問卷發放。研究結果發現，服務品質對於顧客滿意度有顯著之相關性，且服務品質中影響顧客滿意度最大者為關懷性。顧客滿意度對於品牌態度有顯著之相關性，且顧客滿意度中影響品牌態度最大者為服務接觸。

關鍵字

觀光工廠 ； 服務品質 ； 顧客滿意度 ； 品牌態度

並列摘要

The development of global economy and the increase of gross national income afford Taiwanese people more opportunities to seek leisure in tourism. With the advent of knowledge economy era, individual’s attitude toward tourism focuses more on history, culture, creativity, diversity, and add-on values. In recent years, the government recognizes the importance of leisure and tourism and begins to actively promote “Local-based industry cluster development plan.” The plan intends to revive traditional, declining industries by providing assistance on counseling, technical improvements, marketing strategies, innovative product design, tourism factory, technical services. The establishment of tourism factories is able to connect history, culture, tourism, and leisure, as well as pass knowledge to the new generation and promote local tourism resources to achieve industry cluster synergy.
This study intends to investigate whether tourism factories are able to meet the expectations of tourists by providing quality services. As tourists participate in factory tours, the experiences they gain are likely to change their attitude toward brands and also consuming habits. Because there are limited researches on tourism factories, findings from this study can provide recommendations to participating tourism factories and other related industries. It is hoped that this study can shed lights to subsequent researches in order to further promote tourism factories.
Data in this study is collected through questionnaire. Tourists who have participated in factory tours were invited to fill out questionnaires. All factories in this study have been evaluated and approved by Industrial Development Bureau, Ministry of Economic Affairs. The findings of this research reveal that service quality and levels of customer’s satisfaction is strongly correlated. Among the five dimensions of service quality, empathy has the greatest impact on customer satisfaction. There is significant correlation between customer satisfaction and brand attitude. Finally, service encounter affects customers’ attitude toward brands the most.

並列關鍵字

Tourism Factories ； Service Quality ； Customer Satisfaction ； Brand Attitude

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