大溪老茶廠服務品質之研究

Research on Service Quality of Daxi Tea Factory

大溪老茶廠近幾年來將傳統製茶產業藉由觀光化打造成為觀光工廠型態，成功轉型為觀光休閒產業。本研究目的在於檢視製茶廠觀光化後所需的資源為何，探討遊客行為在茶葉觀光旅遊時，對大溪老茶廠所提供的各項服務，是否會反映出遊客的滿意度,從而得知遊客對於參訪大溪老茶廠是否會影響其遊客行為的取向，並根據研究結果提出建議，以供大溪老茶廠管理者參考。問卷參考SERVQUAL量表以服務品質為主構面，「資訊服務」、「環境購物」及「設施與便利性」為三個子構面，設計出問項共14題，研究對象以大溪老茶廠的遊客為主，採便利抽樣問卷調查方式進行，共回收210份問卷，有效問卷200份。資料分析採用敘述性統計及重要度－表現分析法（Importance-Performance Analysis，簡稱IPA）。結果發現「大溪老茶廠的公共廁所的數量足夠」、「大溪老茶廠的停車空間足夠」是待改善的。

In recent years, Daxi Old Tea Factory has transformed the traditional tea-making industry into a tourist factory through tourism. Successfully transformed into a tourism and leisure industry. The purpose of this study is to examine what resources are required for tourism in tea factories, discussing the behavior of tourists during tea sightseeing tours, whether the services provided by Daxi Old Tea Factory will reflect the satisfaction of tourists, in order to know whether tourists 'visit to Daxi Old Tea Factory will affect their tourist behavior, based on the research results, suggestions are made for the reference of Daxi Old Tea Factory managers. The questionnaire refers to the SERVQUAL scale, which focuses on service quality. “information service”, “environmental shopping” and “facilities and convenience” are three sub-facets, designed a total of 14 questions, the research object is mainly tourists from Daxi Old Tea Factory, and it is conducted by convenient sampling questionnaire survey, a total of 210 questionnaires were recovered and 200 valid questionnaires were collected. This data analysis uses narrative statistics and Importance -Performance Analysis,IPA. It turns out that the two factors of “the sufficient number of tourist restrooms in Daxi Old Tea Factory” and “the sufficient parking space of Daxi Old Tea Factory” need to be improved.