博物館服務品質與觀眾滿意度及忠誠度之研究：以國立科學工藝博物館為例

Service Quality, Satisfactions and Loyalty of Museum Visitors : A Case Study at the National Science and Technology Museum

博物館為典型的非營利組織，其將面對比一般營利組織更複雜的服務對象。因此，其服務品質與觀眾滿意度的掌控更為不易，這也是博物館經營管理的一大課題。本研究以國立科學工藝博物館（以下簡稱工博館）為研究標的，探討觀眾對其服務品質與滿意度的認知。本研究係應用Parasuraman、Zeithamal 和 Berry（1988）提出的SERVQUAL 量表及結合Oliver（1980）提出的「期望－知覺績效相異模式」1（Expectation－Perception Disconfirmation）進行研究設計，研究過程針對已入館參觀民眾進行實地問卷調查，並利用結構方程模式（Structural EquationModeling ; SEM）探討工博館觀眾之事前期望、事後實際知覺、整體滿意度及忠誠度之間的關聯性。本研究結果發現，觀眾對工博館的服務品質普遍給予肯定，唯有價格合理性及資訊傳播性在事前期望與事後實際知覺比較中有較大差異。另外，事前的期望及事後的實際知覺兩者皆對參觀民眾的忠誠度有一定之影響，而事前的期望同時也會對整體滿意度造成影響。本研究成果可作為工博館及其他同類型博物館經營管理策略規劃，與後續研究之導引參考，期使國內相關博物館更能滿足觀眾的需求與期望，充分發揮科學博物館「寓教於樂」的功能。

Museums are typically non-profit organizations, which have more sophisticated service targets than profit-making organizations. Thus, it is more difficult for museums to control service quality and satisfaction. This is a major challenge for the museum operation and management. This work is a case study at the National Science and Technology Museum （NSTM）, where we investigated the visitors' recognition and satisfaction of our service quality. We designed our study by applying both the SERVQUAL measurement table by Parasuraman Zeithamal and Berry （1998） and the ''Expectation－ Perception Disconfirmation Model'' by Oliver （1980）. In this study, we surveyed 221 museum visitors, and used the Structural Equation Modeling （SEM） to explore the correlation between visitors' pre-visit expectations, post-visit recognition, overall satisfaction, and loyalty. Our study found that visitors are positive on the NSTM service quality, but there exists a bigger discrepancy between the pre-visit expectations and post-visit recognition about the ticket pricing and information delivery. Besides, both the pre-visit expectations and post-visit recognition have a certain impacts on the loyalty of museum visitors. Their pre-visit expectations also impact their overall satisfaction. The research result of this study can become a guide to the future and on-going studies on NSTM and other museums like NSTM. It can be a reference as well in planning the operation and management strategies for other museums to better satisfy the needs and expectations of their visitors, and to extensively achieve their educational goals with entertainments.