心之谷教育園區服務品質、顧客滿意度與行為意向探討

Explore the Relationships of Service Quality, Customer Satisfaction and Behavioral Intention of Heart Valley Education Park

本研究以心之谷教育園區之顧客為問卷調查對象，主要依Parasuraman, Zeithaml, and Berry (1988)所提出的SERVQUAL模型為基礎，加上與行為意向的關係探討等學者專家之文獻研究，及對心之谷教育園區進行實際考察、訪談業者等資料，加以整理以發展研究問卷。問卷經專家學者意見修改後於111年4月中至6月中進行發放網路問卷，共計回收315份。採用SPSS統計軟體進行敍述性統計分析，並以Smart PLS軟體進行結構方程模式分析。研究結果發現：1.服務品質直接正向顯著影響顧客滿意度。2.服務品質直接正向顯著影響遊客行為意向。3.顧客滿意度直接正向顯著影響遊客行為意向。最後，根據本研究的實證研究，提出結論與建議，希望能提供在教育園區經營業者參考，以提升服務品質、顧客滿意度，進而在遊客行為意向上提升遊客重遊意願，並提升正向口碑帶動其他遊客造訪之意願。

This study takes the customers of Heart Valley Education Park as the questionnaire survey object. Based on literature research such as Parasuraman, Zeithaml, and Berry (1988) SERVQUALmodel, and investigation of Heart Valley Educational Park, the research questionnaire was developed. After the questionnaire was modified by experts and scholars, the online questionnaire was distributed from mid-April to mid-June in 2022, and a total of 315 questionnaires were collected. SPSS statistical software was used for descriptive statistical analysis, and Smart PLS software was used for structural equation model analysis. The results of the study found that: firstly, service quality directly and significantly affects customer satisfaction. Secondly, service quality directly and significantly affects behavioral intention. Thirdly, customer satisfaction directly and significantly affects behavioral intention. Finally, according to the empirical research of this study, conclusions and suggestions are proposed, hoping to provide reference for operators in education parks to improve service quality, customer satisfaction, and to increase tourists' positive behavioral intentions such as willingness to revisit, and enhance positive word-of-mouth to drive other tourists to visit.