臺東美術館遊客服務品質與滿意度之研究

The Taitung Museum Tourist Service Quality and Satisfaction Research

陳文進(Wen-Chin Chen) ； 陳玟惠(Wen-Hui Chen) ； 陳琨義(Kun-Yi Chen)

《中華科技大學學報》 58期 (2014/01) Pp. 183-201

摘要

臺東美術館為台灣第一座縣立美術館，基於推動與發揚臺東地方多元族群藝術對話與發展時，能與民眾文化觀光旅遊休閒需求，成為彼此間交流與互動關係；故本研究主要目的在於瞭解遊客對於美術館所提供的服務品質期望程度和實際感受及整體評價之滿意度。本研究經由信度分析、效度分析、敘述性統計分析、相關分析、迴歸分析、重要表現分析法（IPA）等統計分析法，實證研究分析結果：一、服務品質知覺之期望程度與實際感受呈現顯著差異，二、不同遊客人口背景變項於服務品質滿意度、整體滿意度無顯著差異，三、服務品質滿意度對於整體滿意度具有顯著預測力。因此；發現遊客對於服務品質期望與實際感受相當重視，所以建議美術館經營策略重點應該放在高水準服務品質的提供與整體滿意度提升上面，縮小行前期望與實際感受差異程度，讓遊客對於美術館留下美好印象觀念，有助於樹立口碑及提高知名力度，因而可擴增滿意度與遊客數。

關鍵字

博物館（美術館） ； 服務品質 ； 遊客滿意度 ； 重要表現分析法（IPA）

並列摘要

Taiwan East Art Museum was the first county-established Museum of Fine Arts in Taiwan, which promotes the local art of diverse ethnic groups in Taitung, including their dialogues and developments. In order to make sure meeting the demand of both cultural and leisure needed, and established a good interaction between people, the management strategies must be tourist-oriented, which meant to meet the needs of tourists, provided quality services for tourist satisfaction, created a competitive core value, and in the end reached the Museum of Art ”The sustainable and customer satisfaction oriented business purpose.” Therefore, the main purpose of this study was to understand the visitors of the Museum of Fine Arts about the degree of service quality expectations and the actual experience and the overall evaluation of satisfaction.The study used reliability analysis, validity analysis, descriptive statistical analysis, correlation analysis, regression analysis, the important performance analysis (IPA), statistical analysis, and the empirical research results were as followed. (1) The service quality perception and the desired degree of actual feelings showed significant differences. (2) The background variables of the tourists toward the quality of service satisfy, had no significant difference in overall satisfaction. (3) Service quality satisfaction, towards the overall satisfaction, had a significant prediction power. Thus, visitors put emphasis on the service quality expectations and perceived feeling at the same time, and it was proposed to enhance the high standard service quality and overall satisfaction, which could narrow down the difference between expectation and the degree of perceived feelings. The business strategy should be focused on making visitors of the Art Museum of Art Gallery having a good impression after visiting, which helped to establish a reputation and improve the well-known intensity of satisfaction and enhance the number of tourists.

並列關鍵字

Museum (Art Museum) ； service quality ； tourist satisfaction ； an important performance analysis (IPA)