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| 題名: | 透過精實服務探討休閒農場服務品質對顧客滿意之研究－以飛牛牧場為例
The study of the service quality of leisurefarm to customer satisfaction using lean service－A case study on Flying Cow Ranch |
| 作者: | 張哲強 |
| 貢獻者: | 精實生產管理研究所 |
| 關鍵詞: | 精實服務
休閒農場
服務品質
結構方程模式(SEM)
部分最小平方法(PLS) |
| 日期: | 2011-04
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| 上傳時間: | 2013-11-20T08:47:19Z
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| 摘要: | 本本研究主旨為促進休閒農場之永續發展提昇休閒農場旅遊服務之競爭力，藉由建立休閒農場服務品質量表，以提供政府及業者作為建立休閒農場服務品質評鑑與之參考，其次，在建立顧客滿意模式，建立顧客滿意模式其目的是提升休閒農場之競爭力並透過模式分析休閒農場需要提升與改善之處，再以精實服務之觀點提供休閒農場業者決策，以提高服務品質與競爭力。
服務品質量表主要參考近幾年休閒農場研究者所編製之服務品質量表，加以修改編製而成，以飛牛牧場遊客作為調查對象，第一次預試問卷回收有效問卷為141份，第二次正式問卷回收問卷為226 份，本研究採用統計分析軟體SPSS-17.0 進行量表探索性因素分析與信度分析，再以AMOS-16 軟體來作驗證性因素分析，最後分析顧客滿意模式則是採用SmartPLS軟體。研究結果如下：
一、本研究整合了精實服務與服務品質之相關性，並修改出服務品質延伸模式與精實五大原則整合模式，並以精實服務之觀點來探討服務品質五大缺口。
二、預試服務量表經探索性因素分析後，顯示休閒農場服務品質的因素來源主要來自五個因素，分別命名為「體驗活動性」、「安全可靠性」、「服務態度性」、「硬體設施性」與「專業服務性」，這五個因素總共解釋了50%以上的解釋變異量。
三、正式量表進行驗證性因素分析後，量表的信度、效度上以及模型適配度驗上均有良好的結果，可作為衡量休閒農場服務品質的基礎，有助於提升休閒農場之服務品質，可望藉由此量表來衡量不同休閒農場之差異
四、透過PLS測量顧客滿意模式的分析結果如下：
1.抱怨處理對企業形象有非常顯著正面影響。
2.企業形象、抱怨處理對知覺價值直接正面顯著的影響。
3.知覺價值、抱怨處理、服務品質對顧客滿意直接正面顯著的影響。
4.抱怨處理、顧客滿意對顧客忠誠直接正面顯著的影響。
5.服務品質雖未直接對顧客忠誠產生有效的影響力，但透過顧客滿意的中介效果可產生間接的影響力。
This research aims to promote sustainable development of leisure farms and enhance the competitiveness of their tourism services. We build a leisure farm service quality scale for the government and the industry’s reference of establishing leisure farm service quality evaluation. Our second goal is to build a customer satisfaction model. The purposes are to raise the competitiveness of leisure farms, and to analyze what enhancements and improvements are needed for them through the model. In the final part of the research, we provide leisure farm operators with the views of lean service in their policy-decisions for improving the service quality and competitiveness of their farms.
Our service quality scale is mainly built through modifying and reorganizing the service quality scales made by leisure farm researchers in recent years, with the visitors of the Flyingcow Ranch in northern Taiwan as the subjects of our survey. 141 and 226 valid pre-test and formal questionnaires are returned respectively. This research uses SPSS-17.0 statistical analysis software to perform scale exploratory factor analysis and reliability analysis before conducts confirmatory factor analysis with AMOS-16 and analyzes the customer satisfaction model in the end with SmartPLS. The results are as follows:
1.
This research integrates the correlation between lean service and service quality, develops the service quality extension model and the integration model of the five principles of lean service, and investigates the five service quality gaps from the view of lean service.
2.
The pre-test service scale, after exploratory factor analysis, shows that the service quality of a leisure farm are primarily determined by five factors, which are named “activity for experience”, “safety and reliability”, “service attitude”, “hardware facility”, and “service specialty”. These five factors illustrated over 50% of the explained variances.
3.
The confirmatory factor analysis for the formal scale shows good results on the aspects of reliability, validity, and model adaptation level. Thus the scale can be used as the basis of service quality measurement of leisure farms, and is useful for improving leisure farm service quality. We can also measure the difference between different leisure farms through the scale.
4.
Measuring the model of customer satisfaction through PLS and the results of analysis are as follow:
(1)
Complaint dealing has a significantly positive impact on corporate image.
(2)
Corporate image and complaint dealing have a significant impact on perceived value.
(3)
Perceived value、complaint dealing and service quality have directly positive impact on customer satisfaction.
(4)
Complaint dealing and customer satisfaction have directly positive impact on customer loyalty.
(5)
Although service quality has no directly impact on customer loyalty, it can be an indirect influence through the mediating effect of customer satisfaction. |
| 描述: | 指導教授:張燦明 |
| 顯示於類別: | [工業工程與管理系(含精實生產管理碩士班)] 學位論文
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