The Service Marketing of Exhibition Halls of Kinmen National Parks - Case Studies of Kinshui Elementary School and Dewei Building

• Main Authors: Mu-chuan Tsai, 蔡木川
• Other Authors: Ting-lin Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/68055124338377812299

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 100 === The Kinmen national park is established to protect cultural assets, battlefield monuments, and natural ecosystems. The proposes of Kinmen national park is also to preserve the Kinmen resource, battlefield monuments’ reuse and activation, preserve traditional residency and its resue, promote natural ecosystems travel and provide diversity interpreters service. The purpose between this study is to investiage the relationship of service quality, marketing mix and satisfaction and finally give advises to Kinmen National Park. The methodology of this study was questionnaire survey and in-depth interviews to managers which conducted in May, 2012. 501 of 524 questionaires are effective. Service quality has positive impact on serveice marketing mix, especially in responsiveness and empathy. Service marketing mix has positive on ssatisfaction, especially on product and process. Service quality has positive impact on satisfaction. Kinmen National Park can improve its process arrangement and promotion to increase its satidfaction.