| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 99 === Abstract
The Phoenix Tree Blossoming Festival has been arranging by Hakka Affairs Council since 2002, it has become a very important Festival of Hakka people during April and May in every year. West Lake Resortopia has been authorized to organize the opening ceremony for this important festival every year and promoting with the Phoenix Tree Woodland, fabulous restaurants, guest houses and playgrounds, therefore created an unique “Snow in May - Phoenix Tree Blossoming Festival”.
Different from ordinarily one direction investigate of customer satisfaction, Kano has especially proposed a double-direction investigate program, based on customer’s satisfaction and the encountered service. According to different occasion between the customers and service, we have set up five elementary quality:Attractive quality, One-dimensional quality, Must-be quality, Indifferent quality, Reverse quality .
There are two purposes of this research, the first is that using Kano’s double-direction investigate program to discover visitor’s acknowledgement on each service available in West Lake Resortopia. The second one is to find out if there are different understanding on the same service due to customers from different categories. From the result of the research, West Lake Resortopia could have a clear direction to improve relevant service and facilities in the resort.
The research is through questionnaire survey. According to the evaluation articles from Tourism Bureau and concerning the particulars of the Festival, have created a questionnaire with forty-seven questions on the service and facilities offered in West Lake Resortopia during the Festival. There are seven mainly items included, Traffic Organizing, Public Institution, Safety Facilities, Customer Service, Food, Beverage and Shopping Stores Service, Resort’s Environment and Entertainment Programs.
Through questionnaire from the visitors during the festival, based on Kano’s double-direction investigate, received effective questionnaires total 360 units and then analysis the data via SPSS12.0 software.
The conclusions within the service in forty-seven clauses are as following: One-dimensional quality : 31 clauses have been adapted, Indifferent quality : 12 clauses have been adapted,Attractive quality : 4 clauses have been adapted, Must-be quality : 1 clause has been adapted, Reverse quality : 0 clause is adapted.
The clauses in Attractive quality are mainly from Entertainment Programs arrangement. The clause of “There are Phoenix Tree blossoming in the resort” which belongs to One-dimensional quality is counted as 47.72%, that means this is the mainly reason why tourists come. Within 23 clauses from Tourism Bureau, there are 18 clauses belong to One-dimensional fact and 5 clauses belong to Indifferent fact. Therefore, it appears that this investigate program helps to discover customer’s satisfaction level. On another research that different understanding on the same service due to customers from different categories, the conclusions within the forty-seven clauses are as following: different education levels: 36 differences, different age: 22 differences, different vocation: 17 differences, different matrimony: 10 differences, different gender: 10 differences
According to the conclusions, the propose for West Lake Resortopia on expanding the business are:
1) Emphasize the service of Attractive fact and act the promotion.
2) For One-dimensional fact, maintain current quality and keep looking for advances.
3) For Indifferent fact, adjust investments to have properly service in the resort.
Also, focus on customers from different category, organize more detailed programs for them.
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