如何藉由觀眾滿意度調查提升博物館服務品質──以國立科學工藝博物館為例

How to Enhance Service Quality of Museum By the Visitors' Satisfaction Survey- A Case Study of the National Science and Techonology Museum

博物館之營運已從物件蒐藏展示轉為顧客導向的經營方式，而服務品質是決定博物館觀眾滿意度。本文以一整年國立科學工藝博物館的觀眾滿意度調查問卷發放，透過25項服務品質問項進行評估與分析後，發現大部分觀眾對科工館的服務品質雖然給予肯定，但在接受服務前的期待與接受服務後的感受之間，仍有部分存有一些服務品質落差，可見服務品質仍有精進空間。至於在觀眾滿意度方面，整體滿意度、觀眾再訪及推薦意願平均值皆高，只有觀眾加入會員意願較低，顯示觀眾願意再來參觀也願意將科工館介紹給親友，可是尚未準備好成為科工館的一份子，但也不能因此而認定觀眾的忠誠度就不高。在開放性問題的方面，觀眾直接對參觀環境、展示設施及活動內容、服務及其他等多項服務提出具體建議，讓館方各組室針對未來營運做有效檢討及研擬改進方法。

The strategies of museum transform from the objects of the storage and exhibition to the customer-oriented mode of operation, and service quality determine the museum visitors' satisfaction. In this study, the whole year visitors' satisfaction survey at the National Science and Technology Museum( NSTM ) found that most of service quality of the visitors are still getting better. As the visitors' satisfaction and loyalty, they are higher, but only the wishes of the visitors as volunteers are lower, and the visitors are willing to come back to visit us and to introduce to their family and friends. At the open question of visitors, they give us concrete opinions about our facilities and activities directly to our future strategies doing further the methods of the research and discussions.