觀眾研究在博物館服務升級之運用：以國立科學工藝博物館為例

The Application of Visitor Study in the Upgrade of Museum Services: A Case Study of the National Science and Technology Museum

面對公民營遊樂休閒事業競爭下，要維持博物館永續經營是需要觀眾肯定與支持的；觀眾研究便是國立科學工藝博物館（以下簡稱科工館）在公共服務面向中重要一環。因此觀眾問卷調查結果，則是博物館服務升級重要參考依據，也影響博物館為民服務品質改善的進行與推動。本文藉由科工館2014-2016年間觀眾滿意度暨服務品質調查，摘取基本資料、滿意度、忠誠度及服務品質量表與開放性問題等進行長期趨勢分析；結果可在未來開拓增加到館參觀人數規劃重點，依淡旺季、學生戶外教學及畢旅活動，及寒暑假、過年、節慶等親子活動，分別規劃符合不同主題內容之蒐藏、展示、科教活動。藉由參觀型態與觀眾滿意度忠誠度得知，親友同學的口碑行銷及網路推廣為目前獲得博物館資訊主要途徑，是值得加以積極經營擴大影響力。至於觀眾對科工館各項設施與環境及服務人員服務品質的表現大多獲得肯定，唯有「科工館餐廳提供品質好的餐點」及「科工館各項設施皆能正常運作」2項，是需檢討改進。並就開放性負面問題意見上，分「參觀環境」、「展示設施及內容」、「活動體驗及教育」、「人員服務品質」及「餐廳飲食」等五大方面，提出有效科工館營運管理建議及服務品質改善措施，並做為未來博物館服務升級上參考。

In the face of competition from public and private recreational and leisure business, it is necessary for the visitors affirm and support the sustainable management of museums. The visitor study is an important part of the public service for the National Science and Technology Museum (NSTM). Therefore, the visitor survey results are important references for the upgrading of museum services, but also influence of the people with the museum to promote service quality improvement. This article by the 2014-2016 visitor satisfaction and service quality survey at NSTM, the removal of basic information, satisfaction, loyalty and service quality scale and open-ended questions such as long-term trend analysis. The results can be expanded in the future to increase the number of visitors to the museum planning priorities, according to the peak season, outdoor teaching and graduation activities, and summer and winter vacations, Chinese New Year, parenting activities; respectively, we can be in accordance with the planning of different topics of content collection, display, science and education activities. With the results of visitor satisfaction and loyalty, they are known that word-of-mouth marketing and internet promotion of family and friends are the main ways to gain access to museum information at present. It is worth to be a positive influence to expand museum. Most of the visitors felt good about the service quality of the facilities and environment and staffs of service performance at NSTM. Only 'restaurants offers good quality meals' and 'all facilities can operate normally”, are needed to be reviewed and improved. On the open negative issues opinions, we proposed effective management suggestions on the five major aspects of 'visiting environment', 'exhibition facilities and contents,' 'activity experience and education,' 'staffs of service performance,' and 'restaurant quality.' And so on, we come up with effective operational management and service quality improvement, and as a reference for future museum services upgrades.