雄獅文具想像力製造所服務品質之研究

Exploring Service Quality of Simbalion Art Studio

本研究以參訪雄獅文具想像力製造所的遊客為主，探討廠內提供之服務品質及各項設備之設計是否能反映出遊客的滿意度。運用問卷調查方式，收集遊客意見和反饋，進行資料分析，以了解遊客的期待與雄獅文具想像力製造所提供的服務之差距。再根據分析結果提出建議，以提供經營者改善服務的方向，促進永續發展。
服務品質衡量模式由Parasuraman, Zeithaml and Berry(1985)三位學者提出，歷經多次研究與修正，指出服務品質之五大子構面。本研究對象以參訪雄獅文具想像力製造所的遊客為主，問卷為參考E-SERVQUAL量表，依「有形性」、「反應性」、「可靠性」、「保證性」、「關懷性」五個子構面，設計17項問題，發放170份問卷，有效問卷共150份，再運用敘述性統計及重要績效分析(Importance-Performance Analysis)做資料分析。研究結果發現「雄獅文具想像力製造所其門票及商品之價位合理」為優先改善項目。

This study primarily focuses on tourists visiting Simbalion Art Studio to examine their perceived quality of services provided within this tourist factory and whether the design of various facilities reflects visitor satisfaction. By employing questionnaire surveys to collect opinions and feedback from visitors, data analysis is conducted to comprehend the disparities between visitor expectations and the services provided by Simbalion Art Studio. Ultimately, recommendations are proposed based on the results of the analysis to assist the management team of Simbalion Art Studio in enhancing service delivery, thereby fostering sustainable development. The service quality measurement model, initially proposed by Parasuraman, Zeithaml, and Berry (1985), has undergone extensive studies and refinements, delineating five key sub-dimensions of service quality. This study specifically targets tourists visiting the Simbalion Art Studio, utilizing a questionnaire aligned with the E-SERVQUAL scale. Drawing upon the sub-dimensions of Tangibles, Responsiveness, Reliability, Accuracy, and Empathy, a total of 17 questions were formulated. The survey was disseminated to a sample of 170 individuals, resulting in 150 valid responses. Data analysis involved the application of descriptive statistics and IPA. The study's findings highlight that "The pricing of tickets and merchandise at the Simbalion Art Studio is perceived as reasonable," thus emerging as the priority area for improvement.