應用IPA模式於探討國立海洋科技博物館觀眾對服務品質滿意度之研究

An Application of Importance Performance Analysis on the Visitors Experiences of National Museum of Marine Science & Technology

博物館除了扮演著重要的教育角色之外，因為社會對於休閒的重視與需求，博物館也開始必須要回應民眾日漸增加的休閒與社教需求。本研究以國立海洋科技博物館為主要研究場域，並應用重要表現程度分析法（Importance Performance Analysis）分析參觀海科館的民眾在行前對於博物館所能提供的服務有何期待、重視程度，以及在參觀之後對於博物館所提供的服務是否感到滿意，研究成果將成為海科館日後營運策略擬定之依據。本研究針對博物館服務項目將問卷分成硬體設施提供、展示教育服務、公共服務以及數位服務等四大構面，於觀眾離場時邀請填答，問卷發放為期兩個月，總計有效回收樣本為371份。研究結果顯示，參觀民眾對於海科館在硬體設施方面的服務表現的預期與滿意程度最相符，其中又以「乾淨的廁所」與「足夠的停車位」滿意程度最高。而在數位環境方面，如「行動導覽APP」以及「有趣的VR/AR 設計」，海科館表現較低於參觀民眾的重視程度，故未來可增加投入資源以滿足觀眾之期待與需求，提高民眾再度來訪海科館的意願，並進一步培養忠實觀眾群體。

In addition to the essential educational role, because of the increasing demand of leisure activities, museums also play an important role in the cultural leisure industry. This study focuses National Museum of Marine Science & Technology with the method of Importance Performance Analysis in order to understand the expectations that the visitors hold prior to their visits and their thoughts after the visits. The result of the study is valuable for the museum to examine their management strategy and adjustments for meeting visitors' needs and expectations. The research designs the questionnaire into 4 sections according to the services provided by the museum and has 371 valid samples within 2 months. The result of the study shows that visiting surroundings have met the visitors' expectations, however, services associate with the applications of technology have been considered to be the section that museum needs to invest more resource to meet their visitors' needs and expectations, therefore, the chances for re-visiting the museum can be increased and the loyal visitors can also be cultivated.