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題名：澎湖水族館服務品質、遊客滿意度與行為意向之研究
書刊名：運動與遊憩研究
作者：梁家祜／李明儒 引用關係／楊曉樺 引用關係
作者(外文)：Liang, Joy Chiahuh／Lee, Ming-ju／Yang, Hsia-hua
出版日期：2009
卷期：4:1
頁次：頁73-93
主題關鍵詞：期望落差模式；事前期望；事後知覺；行為意向；Expectancy disconfirmation paradigm；EDP；Expected service；Perceived service；Behavioral intention
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澎湖水族館於1998年成立，爲臺灣首座結合科技研究、社會教育與觀光遊憩等多樣化功能的水族館。但隨著國內各大水族館陸續開幕後，遊客人數逐漸減少。本研究應用SERVQUAL量表，以期望落差模式(Expectation Disconfirmation Paradigm, EDP)，調查遊客對澎湖水族館服務品質的滿意度與行爲意向（重遊意願或推薦他人），應用結構方程模式(Structual Equation Modeling, SEM)，以LISREL統計軟體進行驗證性因素分析。研究結果顯示：1.澎湖水族館所提供的服務品質大致上符合顧客的期望，即事前期望與事後知覺並無明顯落差現象，但是遊客整體滿意度卻不高。2.遊客事前期望對事後知覺有顯著的正向影響。3.遊客事後知覺對遊客滿意度與行爲意向有顯著正向影響，但事前期望則對遊客滿意度與行爲意向並無顯著影響。4.本研究証實遊客參觀澎湖水族館「事前期望影響事後實際知覺－＞事後實際知覺影響滿意度－＞滿意度影響行爲意向」之因果關係。最後針對澎湖水族館的行銷管理與經營模式提出建議以供參考。
The Penghu Aquarium, which was established in 1998, has combined the diverse functions of technical/research, social/ education and tourism/recreation. However, the tourist population of Penghu Aquarium has decreased gradually. In 2005, the operation management of Penghu Aquarium was transferred to Nan Ren Hu Group under the government's policy of Rehabilitate Operate Transfer (ROT). The purpose of this study is to investigate the expected -perceived service gap of Penghu Aquarium, as well as visitor satisfaction and revisiting intention. The SERVQUAL Scale and Expectation Disconfirmation Paradigm are utilized. A survey was conducted in September 2007, and 447 valid questionnaires were collected. A structural model for Structural Equation Modeling (SEM) was applied. The LISREAL 8.54 structural equation analysis package was used to conduct the Confirmatory Factor Analysis (CFA) analysis. The findings are summarized as follows: 1. The service quality of Penghu Aquarium meets the tourist expectation in general, which indicates that the difference between expectation and perceptions/experiences are not significant obvious. Nevertheless, the overall degree of tourist satisfaction is not as high as expected: There is an apparent necessity to enhance the quality of service. 2. Expectation has influence on perceived service; however, expectation has no significant relationship with customer satisfaction and revisit intention. 3.Tourists' perceived service has significant positive influence on the degree of tourists' satisfaction and the revisiting intention. 4. The results confirmed that the expectation has influence on perceived service, and perceived service has impact on customer satisfaction, and customer satisfaction has influence on tourist behavioral intention. Finally, the marketing and management strategies are proposed for the Penghu Aquarium administration.
期刊論文
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47.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
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學位論文
1.高大剛(1999)。非營利組織行銷溝通，顧客特質，服務品質與顧客態度關係之研究--以國立自然科學博物館為例(碩士論文)。逢甲大學。  延伸查詢new window
2.魏鼎耀(2005)。目的地意象、知覺價值與遊後行為意圖關係之研究(碩士論文)。國立成功大學。  延伸查詢new window
3.林怡安(2002)。以遊客滿意度探討博物館服務品質之研究--以國立自然科學博物館為例(碩士論文)。南華大學。  延伸查詢new window
圖書
1.Kotier, P.、Haider, D. H.、Rein, I.(1994)。Marketing places。New York：The Free Press。  new window
2.曾光華(2008)。行銷管理：理論解析與實務應用。前程文化事業有限公司。  延伸查詢new window
3.Kotier, Philip(2001)。A Framework for Marketing Management。Prentice-Hall。  new window
4.Zeithaml, Valarie A.、Parasuraman, A.、Berry, Leonard L.(1990)。Delivering Quality Service: Balancing Customer Perceptions and Expectations。New York：Simon and Schuster。  new window
5.Juran, J. M.、Gryan, F. M.、Brigham, R. S.(1974)。Quality control handbook。New York：McGraw-Hill Book CO.。  new window
6.黃芳銘(2004)。社會科學統計方法學：結構方程模式。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
7.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
8.Byrne, B. M.(1989)。A primer of LISREL: basic applications and programming for confirmatory factor analytic models。New York：Springer-Verlag。  new window
其他
1.(2005)。世界動物園保育方略--動物園暨水族館在全球保育中扮演之角色，http://www.waza.org/conservationAVZACS cn.pdf。  延伸查詢new window
2.交通部觀光局(2008)。彰湖國家風景區管理處，http://www.penghu-nsa.gov.tw/index.asp。  延伸查詢new window
3.(2008)。澎湖水族館，http://www.phaquarion.com.tw。  延伸查詢new window
 
 
 
 
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