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題名：表演品質、服務品質、顧客滿意與顧客忠誠的關係之研究
書刊名：行銷評論
作者：林隆儀／許庭偉
作者(外文)：Lin, Long-yi／Hsu, Ting-wei
出版日期：2006
卷期：3:4
頁次：頁497-528
主題關鍵詞：表演品質；服務品質；顧客滿意；顧客忠誠；Performance quality；Service quality；Customer satisfaction；Customer loyalty
原始連結：連回原系統網址new window
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  • 共同引用共同引用:5
  • 點閱點閱:31
本研究從藝術表演的觀點切入，探討表演團體所展現的表演品質、劇場所提供的服務品質、顧客滿意與顧客忠誠之間的關係，以前往國父紀念館觀賞表演藝術節目的觀眾為研究對象，採用便利抽樣法進行抽樣訪問，發出3,200份問卷，蒐集到有效問卷743份，有效問卷回收率為23.22%。所蒐集到的資料利用迴歸分析及路徑分析驗證研究假說，研究結果發現：(1)表演品質、服務品質對顧客滿意個別具有正向的影響，(2)表演品質與服務品質之組合對顧客滿意具有正向的影響，(3)顧客滿意對顧客忠誠具有正向的影響，(4)表演品質、服務品質對顧客忠誠個別具有正向的影響，(5)顧客滿意在表演品質、服務品質與顧客忠誠之間扮演部份中介角色。
This study forcus on the performing arts, the main purpose is to explore the relationship between performance quality of arts program, service quality offer by the cinema, customer satisfaction and customer loyalty. Convenient sampling method was used, the audiences of performing arts program in Dr. Sun Yat-Sen Memorial Hall were interviewed. The 3,200 questionares were distributed and 743 effective samples were collected. The effective respond rate was 23.22%. Regression analysis and path analysis were used to test the hypotheseis. The major findings were as follow: (1) Performance quality and service quality each has a positive influence on customer satisfaction. (2) The combination of performance quality and service quality has a positive effect on customer satisfaction. (3) Customer satisfaction has a positive impact on customer loyalty. (4) Performance quality and service quality each has a positive influence on customer loyalty. (5) Customer satisfaction play a partial moderate role between performance quality, service quality and customer loyalty.
期刊論文
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20.Johnson, M. S.、Garbarino, E.(2001)。Customers of Performing Arts Origanization: Are Subscribers Different from Nonsubscribers?。International Journal of Nonprofit and Voluntary Sector Marketing，6(1)，61-77。  new window
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研究報告
1.Lehtinen, Uolevi、Lehtinen, Jarmo R.(1982)。Service quality: A study of quality dimensions。Helsinki：Service Management Institute。  new window
學位論文
1.楊惠如(2003)。表演藝術資源依賴與建構--釋析表演藝術組織之多角化策略(碩士論文)。國立臺北藝術大學。  延伸查詢new window
2.鄭智偉(2003)。文化產業品牌管理模式應用研究初探--以台灣表演藝術產業為例(碩士論文)。國立政治大學，臺北市。  延伸查詢new window
3.曹菁玲(1999)。表演藝術團體行銷研究：以關係行銷檢視表演藝術團體與其忠誠觀眾間的行銷關係(碩士論文)。國立臺灣師範大學。  延伸查詢new window
4.陳亞萍(2000)。北市表演藝術觀眾之生活型態與行銷研究(碩士論文)。國立中央大學，桃園縣。  延伸查詢new window
5.唐至明(1993)。大學生欣賞古典音樂會之相關研究(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.Etzel, M. J.、Walker, B. J.、Stanton, W. J.(2001)。Marketing Management。McGraw-Hill。  new window
2.洪順慶(2001)。行銷管理。台北：新陸書局股份有限公司。  延伸查詢new window
3.Kotler, P. H.(2003)。Marketing Management: An Asian Perspective。Englewood Cliffs, NJ：Prentice-Hall。  new window
4.Sasser, W. E.、Olsen, R. P.、Wyckoff, D. D.(1978)。Management of Service Operations: Text, Cases and Readings。Boston：Allyn and Bacon, Inc.。  new window
5.吳萬益、林清河(2001)。企業研究方法。臺北：華泰圖書出版公司。  延伸查詢new window
6.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。  new window
7.周文賢(2002)。多變量統計分析：SAS/STAT使用方法。智勝文化事業有限公司。  延伸查詢new window
8.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
9.莉茲．希爾、凱薩琳．歐蘇利文、泰瑞．歐蘇利文、林潔盈、廖梅璇(2004)。如何開發藝術市場。五觀藝術管理。  延伸查詢new window
圖書論文
1.Bitner, Mary Jo、Hubbert, Amy R.(1994)。Encounter Satisfaction versus Overall Satisfaction versus Quality: The Customer's Voice。Service Quality: New Directions in Theory and Practice。Thousand Oaks, CA：Sage。  new window
 
 
 
 
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