隨著時代的改變，博物館在面臨著資源有限以及文化教育與休閒市場競爭日 劇的情況下，雖然身為非營利組織也得同營利服務業一樣，需要關注並重視服務 品質與顧客滿意議題。本研究為針對非營利組織-國立科學工藝博物館，以 Kano 二維品質模式進行觀眾服務品質屬性之二維品質屬性分類並透過決策試驗室分 析法測量各項屬性間之因果關係與相互影響程度進而得到重要觀眾服務品質屬 性之實證研究。根據 Kano 二維品質模式分析結果，科工館 15 項觀眾服務品質屬性中，有 5 項為魅力品質，2 項為一維品質，3 項為當然品質，5 項為無差異品質。另外，根 據顧客滿意度指標象限圖分析結果，有 5 項觀眾服務品質屬性並非是科工館提昇 觀眾服務品質作業之重點，因此，刪除該 5 項觀眾服務品質要素後進行決策實驗 室分析。根據分析結果，得到 2 項核心因子、3 項驅動因子。最後將兩者分析結果相互比對後，得到科工館觀眾重要服務品質要素為「服 務人員是否會因為太忙而疏於回應觀眾」與「服務人員是否具有一定專業性」， 觀眾重要服務品質構面為保證性構面。此研究結果可供科工館管理者參考，並應 用於科工館觀眾服務品質提昇作業上，進而提高科工館的顧客滿意度與競爭優勢。 Along with the time changes, the museum faces the limited resources and the competition between the cultural education and leisure market. Although it is a non- profit organization, it has to pay attention to service quality and customer satisfaction.This study is aimed at the non-profit organization - NSTM (National Science and Technology Museum). The Kano two-dimensional quality model is used to classify the two-dimensional quality attributes of audience service quality attributes, and through the decision-making laboratory analysis method to measure the causal relationship and mutual influence between various attributes to obtain the empirical research on the quality of important audience service quality.According to Kano model analysis results, 5 of the 15 audience service quality attributes of NSTM are attractive quality, 2 are one-dimension quality, 3 are must-be quality, and 5 are indifferent quality. In addition, according to the results of the customer satisfaction index quadrant analysis, there are five audience service quality attributes that are not the focus of NSTM to improve the audience service quality. Therefore, DEMATEL is performed after deleting the five audience service quality factors.According to the analysis results, two core factors and three driving factors are obtained. Finally, after comparing the results of the two analyses, the key service quality elements of NSTM are "Whether the service staff will be too busy to respond to the audience" and "whether the service personnel have certain professionalism", and the key dimensions of service quality are Assurance dimension. The results of this research can be used by NSTM managers for reference and applied to the service quality in NSTM, thereby improving the customer satisfaction and competitive advantage of NSYM.
