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  • 學位論文

香客對廟宇滿意度影響構面之分析-以西螺福興宮為例

Analyzing the Pilgrim Satisfaction Dimensions of Temple–Hsilo Fusing Temple as an Example

指導教授 : 許昌賢博士
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摘要


台灣是個「三步一小廟,五步一大廟」的地方,過去地方上的廟宇是地方上的信仰中心,以祭祀圈及丁口制度、角頭組織、爐主制度、來募集廟宇運作時所需的資金與人力;但隨著時代的演進,許多廟宇不能再收取丁口錢,僅能讓前往參拜的香客自由樂捐。為了維持正常的運作許多廟宇不得不採取現代化如同企業般的經營模式行銷自己以吸引香客支持及參與廟宇的活動。由於「廟宇經營」已經進入了一個自由競爭的市場經濟時代,廟宇提供給香客的多半為無形的「服務」,所以可將其視為服務業。在服務業經營管理中,如何維繫顧客的滿意度,並造就顧客正向的口碑,是經營者不可忽略的課題 西螺福興宮位在雲林縣西螺鎮,由於西元1961年至1982年間曾進行重建工程,加上丁口制度瓦解及廟方不積極的經營態度,使得福興宮沉寂了一段時日,直至2004年開始投入現代較積極的經營模式,由廟方的統計資料顯示福興宮吸引愈來愈多的香客,這其中必有令香客滿意而願意繼續前來福興宮參拜的因素。 本研究透過因素分析萃取四個香客對廟宇滿意度的主要構面,並將各構面名稱分別為「服務導向」、「藝文活動導向」、「形象導向」及「祈福導向」。讓廟方能夠做為參考,以強化服務內涵,提升附加價值,增加廟宇的競爭力。

並列摘要


Taiwan is the place that temples of all sizes and shapes can be seen here and there. In the past, local temples used to be the religious centers, and used to raise the required funds and human resources to operate the temples by such the ways as the religious sphere, the system of equal shares in the expenses, the organizations of gak-tau, and the system of lu-tsu. However, with the changing of the times, most temples can’t gather equal shares in the expenses any more, and can merely receive the free donation from the pilgrims. To maintain the operation of the temples, most of them have no choice but to market themselves by the methods like the management models of most enterprises to appeal to the pilgrims to support and participate in the activities of their temples. As "temple management" has been at the age of free competitive market economy, the temples provided the pilgrims the intangible "service". Therefore, the temples can be regarded as one kind of the service industry In the management of the service industry, the issues, which are how to maintain the satisfaction of the customers and create the reputation from the customers, can’t be ignored by the managers. Fusing Temple is located in Hsilo, Yulin. Fusing Temple was inactive for awhile because of the reconstruction among 1961 to 1982 A.D., the collapse of the system of equal shares in the expenses, and the passive attitudes from the managers of the temple toward operating the temple. Until 2004, they started to manage the temple in the modern and positive ways. According to the recorded data from Fusing Temple, more and more pilgrims go worshipping in the temple. Hence, there must have some factors existed to make the pilgrims be willing to continue going worshipping in Fusing Temple. In the present study, the factor analysis was utilized to analyze the four main dimensions of satisfaction from the pilgrims, and they were service-oriented, arts activities- oriented, image-oriented, and prayer-oriented dimensions. The results would be taken as the reference for the managers in Fusing Temple to provide the pilgrims better services, improve additional value of the temple, and enhance the competitiveness of the temple.

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