隨著文化教育及休閒市場的競爭日劇,非營利組織之博物館也得同營利服務業一樣,需要關注重視服務品質與顧客滿意議題。本研究針對非營利組織-臺北市立美術館,以Kano二維品質模式進行觀眾服務品質屬性之二維品質特性分類及關鍵觀眾服務品質屬性確認之實證研究。根據Kano二維品質模式分析結果,北美館26項觀眾服務品質屬性中,有5項為魅力品質,6項為一維品質,9項為當然品質,6項為無差異品質。另外根據顧客滿意係數矩陣圖分析結果,有7項觀眾服務品質屬性是北美館提昇觀眾服務品質作業之關鍵重點。至於觀眾服務品質構面部分,反應性與保證性兩項構面是北美館的關鍵觀眾服務品質構面。此研究結果可供北美館管理者參考,並應用於北美館觀眾服務品質提昇作業上,進而提高北美館的顧客滿意度與競爭優勢。
In today's highly competitive cultural education and leisure market environment, nonprofit museums need to pay attention to the same issues of service quality and customer satisfaction as for-profit service organizations. This study applied the Kano model to the classification of visitor service quality attributes and identification of critical improvement visitor service quality attributes for the nonprofit Taipei Fine Arts Museum. The results revealed that there are 5 attractive quality elements, 6 one-dimensional quality elements, 9 must-be quality elements and 6 indifferent quality elements for a total of 26 visitor service quality attributes. From an analysis of customer satisfaction index matrix, there are 7 critical visitor service quality attributes for the Taipei Fine Arts Museum. The critical visitor service quality dimensions are responsiveness and assurance. These research results can be used by Taipei Fine Arts Museum management to improve museum visitor service quality, increase customer satisfaction and create competitive advantage.
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