The Relationship Among Marketing communication, Customer Characteristics, Service Quality and the Customer Attitudes--A Case of the National Museum of natural Science

• Main Authors: Gau Dah-Gang, 高大剛
• Other Authors: Liu Ping-Wen
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/63770153207149955267

碩士 === 逢甲大學 === 企業管理學系 === 87 === The management concepts and better practices are more important to the quickly increased nonprofit organizations in Taiwan. The primary objective of this study is to investigate the service quality on the national Museum of Natural Science, and the relationship among the customer characteristics, marketing communication, service quality, customer satisfaction, customer loyalty and the customer purchase intention. Although there are many studies on the measurement of service quality, this research is the first one to focus on the museum in Taiwan. At first, the researcher try to investigate the service quality perceived by visitors of the national Museum of natural science. Considering the characteristics of museum, this research designs specific dimensions for the museum, that is the entertainment, education and security, and the result also support this deign that the three dimensions is reasonable and appropriate. Besides the measurement on service quality, this research also attempts to build a conceptual framework that the customer characteristics and marketing communication are the antecedents of service quality and the customer satisfaction, customer loyalty and customer purchase intention are the consequences. It intends not only to contribute to academia but also to offer some valuable suggestions on the service quality management to nonprofit organizations. The results of this research are: 1、 The three dimensions-entertainment, education and security-should be considered in measuring the service quality on museum-related organizations. 2、 Not all of the customer characteristics are significantly influence the service quality. 3、 For the marketing communication, the non-human communication and the interaction between the non-human and human communication are significantly influence the service quality. 4、 The service quality has significant impact on customer satisfaction significantly. 5、 Customer satisfaction influence the customer loyalty and the customer purchase intention significantly. 6、 Customer loyalty has significant impact on the customer purchase intention significantly. 7、 The gap of service quality between visitors'' expectation and perceptions to the National Museum of Natural Science is obvious. Finally, the service quality related study is increasingly important to either for-profit or non-profit organizations and is worthwhile for future research to endeavor academically and practically.