臨櫃服務品質對顧客滿意度影響之研究---以國家表演藝術中心-國家兩廳院為例

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Title:	臨櫃服務品質對顧客滿意度影響之研究---以國家表演藝術中心-國家兩廳院為例 The Effect of Encounter Service Quality on Customer Satisfaction - A Case of National Performing Arts Center- National Theater & Concert Hall
Authors:	陳美莉
Contributors:	企業實務管理數位碩士在職專班
Keywords:	服務品質知覺價值知覺成本滿意度 Service Quality Perceived Value Perceived Cost Customer Satisfaction
Date:	2017
Issue Date:	2017-10-17 10:06:05 (UTC+8)
Abstract:	兩廳院藝文服務多元且複雜，其中，臨櫃服務對觀眾提供多少友善服務及貢獻多少滿意程度，卻少有人研究，因此，探討臨櫃服務是否會影響到觀眾的感受，為本研究動機。服務品質是否會影響觀眾對臨櫃服務之滿意度，及知覺價值是否為上述關係的中介變數，此為本研究所欲探討的問題。本研究採便利抽樣並透過結構式問卷方式，以蒞臨兩廳院欣賞完節目及臨櫃購票後的觀眾為對象來加以探討，針對臨櫃服務品質作整體客觀考評，期望有助於提升服務品質。共發放151份實體問卷，回收有效問卷為150份，回收率為99.9%；並利用SPSS統計軟體進行敘述分析、皮爾森相關分析與迴歸分析。研究結果發現，在控制知覺成本的影響下，服務品質與滿意度呈顯著正相關，且知覺價值為上述關係之部分中介變數，本研究所有的假說皆獲得支持。根據研究結果，本研究提出理論與實務上的建議。 The audience service of the National Theater and Concert Hall is diverse, complex, and critical to the success of organizational performance. However, the contribution of the service to customer satisfaction has been ignored. The purposes of this study is to investigate the effect of audience service on customer satisfaction, and the mediating effect of perceived value on the above relationship. Using convenience sampling method, structured questionnaires are distributed to the audience who purchased tickets from the ticket counter and who attended the entire performance at the National Theater and Concert Hall. One hundred and fifty-one questionnaires were distributed, and 150 valid questionnaires were returned. The response rate is 99.9%. The SPSS statistical software was applied for descriptive analysis, Pearson’s correlations, and regression analysis. The results showed that there is a significant positive correlation between service quality and satisfaction, while the influence of perceived cost is controlled, and the perceived value is a partial mediator variable of the above relation. All the hypotheses of this study are supported. Based on the results of the study, the study presents theoretical and practical recommendations.
Appears in Collections:	[Master program of business administration in practicing] thesis

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