The Research on the Relationship between Service Quality and Customer Satisfaction of A Tourism Factory - Using Brand's Health Museum as An Example

• Main Authors: Wei-Ting Chen, 陳韋婷
• Other Authors: Hsin-Hung Wu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/b4hbq6

碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === In this study, a case of Brand’s Health Museum is chosen to examine the service satisfaction by internal customer survey. The survey from June 2, 2012 to June 28, 2013 has been collected with 931 questionnaires, and only 565 questionnaires are valid. There are four segments in the questionnaire including the quality of front-line service providers, physical facilities of the factory, cleanliness of the factory, and the overall service quality. Multivariate analysis of variance is applied to identify which demographic variable(s) might have greater impact on service process satisfaction. The results are summarized below. Male visitors have higher satisfaction than female visitors. Individual visitors have higher satisfaction than group visitors. Age groups perceive different satisfaction on every service item, and the group of age under 20 years old has the lowest satisfaction value among all groups. According to interaction analyses, individual visitors with 31-40 years old have higher satisfaction on guided tour than those under 20 years old. Individual visitors with 21-40 years old and above 51 years old have higher satisfaction on air corridor factory tour than those under 20 years old. Male individual visitors with 31-40 years old and female individual visitors with 21-40 years old have higher satisfaction on guided tour than male individual visitors under 20 years old.