博物館服務品質與滿意度之研究 -以國立台灣史前文化博物館為例

A Study of Service Quality and Satisfaction for Museums -Taking the National Museum of Prehistory as an Example

施惠櫻(Hui-Ying Shih)

指導教授 ： 陳文江 ； 陳朝鍵

亞洲大學/管理學院/經營管理學系碩士班/碩士(2008年)

摘要

國立台灣史前文化博物館(以下簡稱史前館)，是國內第一座以史前和原住民文化為範疇的博物館，也是第一座包含博物館、考古遺址和自然生態公園的博物館，更是臺灣東海岸第一座國家級的博物館。依台東觀光局所做的台東地區各景點旅遊人數統計，每年參觀人數均未突破30萬人，且呈每年遞減趨勢，因此本研究的動機希望透過遊客參觀，來瞭解史前館的服務品質及遊客的參觀滿意度。
本研究以Parasuraman、Zeithaml、Berry(1988)三位學者所提出的 PZB 模式來分析史前館的服務品質，採問卷調查，便利抽樣史前館的遊客，進行資料收集，共得439份有效問卷。分析方法包括描述性統計、成對樣本t檢定、皮爾森相關、因素分析、信度分析、及重要表現程度分析法。研究結果發現：(1)來館參觀遊客，男女數量相當，年齡集中於21-50歲、已婚、學歷大(專)學、居住於北部地區最多、而東部三縣以台東之遊客較多，並以自行開車前來居多。(2)服務品質問項原問卷共有31題，經因素分析後，縮減為25題並分成六個因素構面，分別為教育娛樂性、反應及保證性、信賴性、有形性、便利性及關懷性。實際參觀後，遊客感到最滿意的前三項，依序為「整體環境乾淨」、「購票過程」、「空調設備」。(3)服務品質六個構面與史前館整體滿意度大部份成正相關。(4)以重要表現程度分析法分析遊客之行前期望和實際感受，以「導覽人員專業知識」、「導覽人員解說方式」、「服務台設置」及「開放時間」等四項為加強改善項目。

關鍵字

史前文化博物館 ； 服務品質 ； 滿意度 ； 重要表現程度分析法

並列摘要

National Museum of Prehistory (NMP) is the first museum noted for Taiwanese prehistory and aboriginal culture. It is also a versatile museum includes the issues of education, archeology, biology, and environmental sustainability. However, according to the statistics which is conducted by Taitung official Tourist, the number of visitors does not reach to three hundred thousand per year. What’s worse, it shows the inclination to decrease. The purpose of this thesis is to investigate the tourists’ satisfaction towards the service quality of NMP provides.
The thesis analyses NMP’s service quality by using PZB model represented by Parasuraman, Zeithaml, and Berry. A structured questionnaire is designed to collect the empirical data from the visitors. With convenience sampling, a total number of 439 valid samples are obtained. The analytic approaches include descriptive analysis, paired t-test, one-way ANOVA, Pearson correlation, factor analysis, reliability analysis, and importance-performance analysis (IPA). The results are in conclusion that：
(1) Among the visitors, the proportion of males and females is equivalent. They are about 21 to 50 years old, undergraduate learning background, married. Most of them live in the Northern area of Taiwan. And for the visitors come from the Eastern area, Taitung inhabitants visit more often than other places. Most museum visitors come by driving themselves.
(2) The investigation is divided into six aspects, including education and recreation, reliability, responsiveness and guarantee, convenience, tangibility, and empathy. After visiting, the top three satisfaction of the visitors includes “The clearness of the total environment,” “The convenience of purchasing tickets,” and “The moderation of the air-conditioned devices,”
(3) The six aspects of service qualities are in the positive relation to the total satisfaction toward NMP.
(4) By using IPA analysis, the future improved items are suggested on the basis of tourists’ expectation and practical feelings after visiting, that is, “The professional knowledge of the leading guide,” “The understandability of the leading guide’s instruction,” “The standout of the information counter,” and “The suitable opening hours.”

並列關鍵字

NMP ； service quality ； satisfaction ； IPA

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