博物館服務提供與體驗間差異性之探討 -以國立科學工藝博物館為例

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Title:	博物館服務提供與體驗間差異性之探討 -以國立科學工藝博物館為例
Other Titles:	Discussion on the Difference between Service Provision and Experience, take the National Science and Technology Museum as an Example
Authors:	梁順景 LIANG SHUNG CHING
Contributors:	潘忠煜 PAN CHUNG YU 工業工程與經營資訊學系
Keywords:	顧客滿意度;SERVQUAL;PZB;服務品質 PZB;Service Quality;SERVQUAK
Date:	2019
Issue Date:	2019-12-16T01:49:08Z (UTC)
Abstract:	隨著服務業蓬勃發展、民眾消費意識逐漸提高、市場競爭日漸激烈等因素，業者該如何提升服務品質來滿足消費者是一直被重視的問題。本研究結合「服務品質」、「SERVQUAL」及「顧客滿意度」三個面向，運用 Parasuraman、Zeithaml and Berry 提出的服務品質衡量模式(PZB模型)，以有形性、反應性、保證性、關懷性、可靠性五個構面衡量民眾對國立科學工藝博物館入館前的期望服務與參觀後的感知服務之間的差距有無顯著的差異。除此之外，也探討了民眾個人特質對於期望服務、感知服務以及整體滿意度的影響。研究結果發現在15個服務屬性中，關於館內指標引導及餐點方面的服務與民眾的期望有落差，其餘皆在期望之上。在個人特質方面，依照來館民眾的不同，包括「性別」與「居住地」等因素在期望服務、感知服務與整體滿意度皆有顯著的差異性。透過問卷數據，科工館能以分析結果做為館內服務品質的檢定標準，同時將內部提供的服務品質提升。 The increasing awareness of consumer consumption and the market competition is more intense with the vigorous development of the service industry, and the problem has always been valued that how to improve the quality of service to satisfy the needs of consumers. This study combines the three aspects of "service quality", "SERVQUAL" and "customer satisfaction" and using the service quality measurement model (PZB model) which proposed by Parasuraman, Zeithaml and Berry with the Tangibles, Responsiveness, Assurance, Empathy, and Reliability five aspects to estimate whether the gaps between expected service and perceived service told by customers from visiting NATIONAL SCIENCE AND TECHNOLOGY MUSEUM have significantly different. Moreover, this study also talk about the influence from consumers’ feature to expected service, perceived service and the whole satisfaction. The results of this study found that among the 15 service attributes, in addition that indicators and food in the museum are worse than which consumers expected, other attributes are above the expectations. In terms of personal feature, depending on the consumers coming to the museum, factors such as "gender" and "residence" are significantly different in expectations, perceived services, and whole satisfaction. Through the data of questionnaire, NATIONAL SCIENCE AND TECHNOLOGY MUSEUM can take the results of analysis as the verification standard in the museum, and improve the quality of the services at the same time.
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