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  • 學位論文

博物館觀眾涉入、服務品質、觀眾滿意度及顧客忠誠度之關聯性研究-整合行銷傳播的雙干擾效果

A Study of the Relationships between Visitor Involvement, Service Quality, Satisfaction and Loyalty in Museum Visit –the Dual Moderating Effect of the Integrated Marketing Communication

指導教授 : 李國瑋
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摘要


博物館是典型的非營利組織,隨著社會型態的轉變,非營利組織為了因應不同的政治、經濟、社會和文化環境所產生的營運壓力,其行銷策略由被動轉為主動,行銷策略對博物館營運而言愈來愈重要,許多博物館將整合行銷傳播(Integrated Marketing Communication;IMC)應用在實務上,過去的研究已證實涉入程度、服務品質、觀眾滿意度、顧客忠誠度具有關聯性,本研究進一步運用實證研究方法驗證整合行銷傳播對已建立在博物館觀眾心目中之服務品質、觀眾滿意度及顧客忠誠度之關聯性的雙干擾效果,做為科博館日後研擬整合行銷策略參考。 本研究針對參觀科博館的觀眾做問卷調查,共發放350份問卷,有效樣本333份,並採李克特( Likert. Scale)五點尺度量表計分,再藉由SPSS 18及Amos18進行敘述性統計分析、因素分析、信度分析、迴歸分析、結構方程模式分析等統計方法,來驗證本研究假設。研究結果如下: 1.觀眾涉入對服務品質的感受程度有正向顯著影響。 2.觀眾涉入對觀眾滿意度有正向顯著影響。 3.服務品質的感受程度對觀眾滿意度有正向顯著影響。 4.服務品質的感受程度對顧客忠誠度有正向顯著影響。 5.觀眾滿意度對顧客忠誠度有正向顯著影響。 6.整合行銷傳播對服務品質的感受程度與顧客忠誠度有正向干擾效果。 7.整合行銷傳播對觀眾滿意度與顧客忠誠度有正向干擾效果。 本研究亦據此研究結果提出建議,希望可供後續博物館觀眾研究者進一步深入探討相關性議題。

並列摘要


Museum is a typical non-profit organization. As the model of society changes rapidly in recent years, non-profit organization has changed its passive marketing strategy to active one to reinforce marketing competitiveness from different politics, economics, societies and cultures. The marketing strategy is more and more important for the operation of museums. So, they are adopting Integrated Marketing Communication(IMC)on operation of museums. Past studies have confirmed that Visitor Involvement, Service Quality, Satisfaction and Loyalty are related to each other. The purpose of this study is to discuss whether the interference of IMC to these factors, and propose some suggestions to the marketing and promoting strategy of the National Museum of Natural Science(NMNS) in the future. This study used statistics analysis based on the data of survey by the audiences of NMNS. Total of 350 questionnaires were distributed by convenience sampling and 333 valid samples were collected, adopted five-point scale scoring Likert. The methodologies of data-analysis on this study includes the descriptive statistics, factor analysis, regression analysis, and structure equation modeling by using the “SPSS” and “Amos18” software programs to test the hypotheses. The research results shows as follows: 1.The visitor involvement has the positive effect on the quality of service. 2.The visitor involvement has the positive effect on the satisfaction of customers. 3.The quality of service has the positive effect on the satisfaction of customers. 4.The quality of service has the positive effect on the loyalty of customers. 5.The satisfaction of customers has the positive effect on the loyalty of customers. 6.The IMC has positive moderating effect between relationship with the quality of service and the loyalty of customers. 7.The IMC has positive moderating effect between relationship with the satisfaction of customers and the loyalty of customers. The results of this study also made recommendations for the future researchers to further explore the relevance of issues in depth.

參考文獻


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