本研究旨在探討走馬瀨休閒農場遊客之知覺服務品質ˋ顧客滿意度與口碑形象三者之間關聯性,以供休閒農場提出吸引遊客前往遊憩之依據,作為行銷策略的參考。鑑於此,本文以知覺服務品質ˋ及消費者特性作為自變項,顧客滿意度為中介變項,而口碑形象為應變項;並以台南縣走馬瀨休閒農場之遊客作為研究對象,共回收450份問卷。 經統計分析,得到以下結論:1.不同年齡與教育程度的消費者,在可靠性的知覺服務品質中有顯著差異;不同教育程度與職業的的消費者,在顧客滿意度中有顯著差異;不同性別與職業的消費者,分別在口碑形象中的產品涉入與其他涉入有差異性;2.知覺服務品質越高的遊客,其顧客滿意度越高;3.知覺服務品質越深刻的遊客,在口碑形象方面表現越高;4.顧客滿意度越高的遊客,對口碑形象越有正向影響。5.經過研究分析,顧客滿意度為知覺服務品質ˋ口碑形象的中介變項,影響不同知覺服務品質遊客對口碑形象的推廣程度。
Abstract This research was to investigate whether Service Quality, customer satisfaction, and tourist characteristics would affect brand image. An empirical study was conducted to test the model by selecting the consumers who have been to Tsou-Ma-Lai Farm. 450 confirmatory surveys were collected. Through the statistic analysis, the following findings were conducted:1.There was a significant impact of some statistical population variables on service quality, customer satisfaction, and brand image of Tsou-Ma-Lai Farm. 2.There was a significant impact of service quality on customer satisfaction of Tsou-Ma-Lai Farm. 3. There was a significant impact of service quality on brand image of Tsou-Ma-Lai Farm. 4.There was a significant impact of customer satisfaction on brand image of Tsou-Ma-Lai Farm. 5. Customer satisfaction served as mediating variable between impact of service quality and brand image of Tsou-Ma-Lai Farm. Keywords: Perceived service quality、Customer satisfaction and Brand image