| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 93 === Abstract
National Taiwan Craft Research Institute,( referred to below as the Institute) has the only Crafts Exhibition Center in Taiwan. The Crafts Exhibition Center have been used for the systematic display of excellent domestic and international fine craft, the visiting is free for the public in order to provide communicating and idea sharing for the people, and to build public awareness, appreciation of fine craft, and to promote life-aesthetics.
The purpose of this study is to assess the public’s satisfaction in the services quality of the Institute, the theoretical framework of this study is based on the concept of service quality Measurement- the“ SERVQUAL” of PZB theory presented by Profs. Parasuraman, Zeitheml & Berry of Cambridge University in England, to examine the relevance between the customer’s satisfaction and service quality, and based on the conclusions of verification studies, suggestions are provided for the Institute to improve the degrees of the public’s satisfaction for the services quality.
This research uses the model of a taking sampling on convenience from the visitors of the Institute’s “holiday square” program every weekend, A total of 400 copies were send out, returned 386 copies, and with 380 vaild copies, valid ratio of the returned copies is 98.5%.
The results of study show:
1. The average value of the expectation in the service quality of the Institute is between important to very important.
2. The average value of the actual feels satisfaction in the service quality of the Institute is between fair to very satisfaction.
3. The average value of the customers perceived degree (the differences among the actual feels satisfaction degree and the expectation degree) for the Institute’s service quality is negative, in other words, the public think that actual feels satisfaction degree of service quality is lower than the expectation degree.
4. The visitors regarded the overall service behaviors and the overall service quality of the institute are between fair to satisfaction or satisfaction to very satisfaction.
5. After applying factor analysis, three factor dimensions are retrieved for the service quality, which are tangible, response and care.
6. Visitors with different sexes, ages, education degrees or living area had significant different actual feels satisfaction degree in the tangible factor dimension.
7. Visitors with different incomes had significant different actual feels satisfaction degree in the response factor dimension.
8. Visitors with different ages had significant different perceived degree in the tangible factor dimension.
9. Visitors with different incomes or visiting number of time had significant different perceived degree in the tangible factor dimension.
10. Visitors with different ages or education degree had significant different actual feels satisfaction degree in the overall service quality.
11. Visitors with different ages or visiting number of time had significant different perceived degree in the overall service quality.
Key word： Service Quality ；Satisfaction
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