| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 94 === In order to meet the demand of expanding leisure tour market and to reduce the impact on agriculture because of joining the World Trade Organization (WTO), the government actively promotes the policy of ''recreation agriculture'' and hopes to upgrade the agriculture by ways of adopting the managerial concept and idea of travel service.
Because ''recreation agriculture'' has been lacking a set of approval procedures and rating standards, leisure farm visitors maybe choose the inferior leisure farms with poor service quality in lack of ample information. The tourists with bad experiences about leisure farms will not visit leisure farms in the future. That will greatly influence the future development of '' recreation agriculture ''.
This study aims at setting up a service quality measure of leisure farms and offers it to the government for reference in setting up the authentication and rating system. In addition, this study also investigates the interrelationships among customer’s perceived service quality, satisfaction and behavioral intention. By understanding and endeavoring to improve those defects of service, the leisure farms can promote visitors'' satisfaction and revisiting willingness effectively and subsequently enforce their competitiveness.
In order to prove the fitness of the construct model to '' recreation agriculture '', this research adopts statistical software SPSS to verify the reliability of the measure and make the factor analysis. This study also uses software AMOS as a tool to build and analysis the linear structure model for the latent constructs of perceived service quality, customer’s satisfaction and behavioral intention.
The objects of this study are visitors of the tropical agricultural products exhibition of Ping-Tong, The investigation method adopted for this study is granting the questionnaire to visitors at random.
The analysis result shows, visitors are most unsatisfied about following service items, including insufficient equipments for the disability person and other auxiliary equipments, such as pavilion and sun-shading seats, the attendants of the leisure farm lack the professional knowledge about agriculture and service. Another finding of this study is that students of elementary school and junior high school are apparently more satisfied with ''perceived service quality'' and ''customer’s satisfaction'' than other visitors. Because visitors from Ping-Tong county pay lower ticket price than that for visitors from other counties, visitors from Ping-Tong county feel more satisfied about the construct of '' service value ''.
Path analyses verify the following hypothesis, ''perceived service quality'' can positively influence ''customer’s satisfaction'', and ''customer’s satisfaction'' can positively influence ''behavioral intention'', but ''perceived service quality'' can not directly influence ''behavioral intention''.
The managerial implications based on this study are:
1.The manager of the leisure farm should devote to improve the auxiliary equipments and attendants'' agricultural knowledge and service skills in solving the service disputes.
2.Strengthen marketing for students of elementary school and junior high school to increase visitors.
3.Narrow the disparity of ticket price for visitors from Ping-Tong county and other counties to encourage people of other counties to visit the leisure farm.
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