本文以PZB缺口模式為基礎,探討國立海洋生物博物館夜宿活動之服務品質,以SERVQUAL量表五大構面加上娛樂性及教育性兩構面,進行問卷調查。本研究同時訪談服務部主管,訪談題目針對PZB服務品質缺口三、四、五而設計,包含客訴問題、導覽人員的訓練、宣傳管道、行程安排、顧客需求、客群及定價七個面向。本研究經問卷分析得知:夜宿服務人員對於突發狀況之處理比顧客預期為理想,然而遊客對於透過宣傳之管道得知夜宿活動的想像與實際服務略感失望;導覽員的軟實力獲得顧客的認可。本研究根據質性及量性研究結果,對夜宿活動提出客源、行程及創新方面之建議,期能有效提升服務品質。
The service quality of sleepover tour in national museum of marine biology & aquarium is investigated based on PZB gap model. An on-site survey is carried out using the questionnaire developed from SERVQUAL and constructs of entertainment and education. Moreover, in-depth interview is conducted. One of the supervisors from service department is interviewed face-to-face and qualitative data in relation to gap 3, 4, and 5 are collected in the aspects of customer complaints, tour guide training program, marketing gateway, tour arrangements, customer needs, customer groups, and pricing. The survey results show that the sleepover tour staff performs better than expected in an emergency; that the tourists feel disappointed after the tour experience because of their high expectation from marketing information beforehand; that the tour guides obtain customer approval in general. Finally, suggestions regarding source of customers, tour scheduling, and innovation are provided to improve the service quality of the sleepover tour.