體驗行鋪、服童醫晶質、觀展滿意度與忠誠度關聯性之研究：以國立科學工藝博物館「青春氧樂園4暴露，少年行特展」為例

A Study of the Relationship among the Experiential Marketing, Service Quality, Satisfactions and Loyalty of the Museum Visitors for “The Non Smoking Paradise Special Exhibition”

本研究主要針對國立科學工藝博物館（以下簡稱工博館）接受行政院衛生署國民健康局（以下簡稱健康局）補助委託辦理之「青春氧樂園－－無菸，少年行特展」之觀眾為研究對象，研究理論基礎乃根據Eschrnltt（1999）所提出體驗行銷之策略體驗模組SEMs（感官、情感、思考、行動、關聯）及Parasuraman, Zeithaml and Berry（1988）提出之SERVQUAL量表之五大構面（有形性、可靠性、回應性、實性、同理心）檢視觀眾參觀後之體驗認知與服務品質認知，並進一步瞭解觀眾進行滿意度與忠誠度，藉以更精確的評量標準評估展示設計的績效，俾利達到本特展效益與促進菸害防制之政策擴散與宣導目標。本研究採問卷調查法，一共發放1000份問卷，有效問卷918份，有效樣本回收率達91，8%。經統計分析發現：一、體驗行銷／服務品質與顧客滿意度有顯著相關；二、顧客滿意度與顧客忠誠度有顯著相關；三、體驗行銷的感官體驗對特展滿意度影最大；四、體驗行銷的行動體驗對工博館滿意度影最大；五、服務品質的有形性對特展滿意度影最大；六、服務品質的保證性對工博館滿意度影最大。

This research project is targeted at the visitors of Non-Smoking Paradise Special Exhibition at National Science and Technology Museum. We performed the investigation and study of the visitors' satisfactions, based on the theory of strategic experiential modules SEMs , presented by Schmitt in 1999. This study helps us understand the overall exhibiting effect of this special exhibition, and it is used as the basis of the performance evaluation of this exhibition. This research provides further information on the planning and designs of the related exhibition themes in the future, besides, it adopted the questionnaire survey which within 1000 questionnaire there were 918 ones returned effectively. The effective sample returns-ratio is 91.8 . According to the finding of data statistical analysis : (1) Experiential marketing/ service quality has a significant relationship with visitor's satisfaction. (2) Visitor's satisfaction and visitor's loyalty has a significant relationship. (3) Sense experience of experiential marketing has the most influence on the satisfaction of special exhibition. (4) Action experience of experiential marketing affects National Science and Technology Museum the most. (5) The tangible service quality has the most influence on the satisfaction of special exhibition. (6) The guarantee of service quality affects most on the satisfaction of special exhibition.