應用IPA模式評估台北當代藝術館之服務品質

Using Importance-Performance Analysis (IPA) to Assess the Quality of Services at the Museum of Contemporary Art, Taipei

博物館過去所呈現的學術化、藝術化、菁英化的形象，已因人民知識水準提升及休閒時代來臨，代之而起的經營型態，是站在瞭解觀眾、順應觀眾、符合民眾需求的服務型態；本研究以台北當代藝術館作為研究範圍，探討前往台北當代藝術館之觀眾特性，並進一步深究觀眾對於服務品質現況之意見，利用簡易的管理工具──重要表現程度分析法（IPA）瞭解觀眾期望與實際表現之落差結果，以提供台北當代藝術館加強改善經營管理之參考依據。本研究問卷抽樣地點為台北當代藝術館，抽樣方式採隨機抽樣，有效問卷為200份，回收率為90.5%。研究結果顯示觀眾多以20-30歲學生族群為主，極需改善之服務屬性有「票價是否合理」、「導覽人員的導覽能力」、「交通的便利性」、「開放時間」、「環境舒適整潔而安全」以及「完善的展覽說明資料」；而供給過度之項目為「服務人員能提供詳細的展覽資訊」、「網路資訊取得方便性」，顯示已能夠滿足觀眾需求但較不受觀眾重視，故宜不需再過度強調。依據研究結果，本研究建議台北當代藝術館：增強服務環境的機能、調整現有的門票價格與開放時間、提供多元學習的服務；期望透過本研究，對台北當代藝術館現況發展有所助益，以符合觀眾期待，並使具備文化觀光功能的潛力。

With the improvement of people's knowledge level and the coming of leisure era, the academic, artistic and elite image presented by museums in the past has been replaced by the service type that understands visitors, complies with and meets their needs. This research studied the Museum of Contemporary Art Taipei to discuss its visitors' characteristics and further explored their comments on the service quality. It used Important-Performance Analysis (IPA), a simple management tool, to learn about the gap between visitors' expectation and the actual performance so as to provide a reference for the Museum of Contemporary Art Taipei to strengthen and improve its operation and management. This research conducted a questionnaire survey at the Museum of Contemporary Art Taipei through random sampling. There were 200 valid questionnaires, with 90.5% returned. The research result showed that the majority of the visitors were students aged between 20 and 30 and the services in urgent need of improvement were “whether the ticket price is reasonable”, “the guiding ability of the tour guides”, “convenient transportation”, “opening hours”, “comfortable, clean and safe environment” and “complete exhibition information”. “Service personnel can provide detailed exhibition information” and “accessibility of network information” which had been oversupplied showed that they can meet visitors' demand, but they were less valued. Therefore, they should not be emphasized any further. According to the research result, this research suggested that the Museum of Contemporary Art Taipei should enhance functions of the service environment, adjust the existing ticket prices and opening hours, provide diverse learning services, hoping this can help the Museum of Contemporary Art Taipei meet visitors' expectation and be equipped with the potential of cultural tourism.