A Study of Leisure Farm’s Resources and Experience Activities and Customer Satisfaction －the Case of Shinkong Chao- feng Ranch & Resort

• Main Authors: Chen,Wen-Ho, 陳文和
• Other Authors: Chao-Lin Tuan Ph.D
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/16259526132806592363

碩士 === 國立屏東科技大學 === 農企業管理研究所 === 95 === In order to study the internal targeted and man-size of leisure farm how to use their resources and experience activities to attract customers and increase their satisfaction, this research used the Chao-Feng leisure farm as an example to explore the relative between customer satisfaction and characteristic. Either, it could be adopted by other proprietors. This study analyzed customer characteristic by accounting statistics, understanding gender difference in different installations and activities by t test of individual sample. Further, used the Chi-Square Tests to analyze whether the different customers, which have different backgrounds, would cause significant differences in using these resources of the farm? Used the one-Way ANOVA to analyze whether the significant differences existing in the different backgrounds of customers, which have different favor of installations and experience activities? Finally, used the multiple regressions to analyze whether these installations, resources and experience activities would affect customer satisfaction, total evaluation of the farm, revisit and customer commendation? As a result, the “garden view” is the most favor installation of customers and it is also rich in characteristic. “To visit the Europe garden” is the most favored experience activity. It causes 83% customer satisfaction in the experience activities. According to satisfaction survey, “Europe garden” is the best installation. “Pasture scenery” is the best experience activity. As a whole, customers have high satisfaction to the Chao-Feng leisure farm. In the analysis of the relative of customer background, farm resources, experience activities and customer satisfaction, we found that gender, job, age, education and family income would affect their receptions of those installations and activities in the leisure farm. It also relates to the whole customer satisfaction. We also found that customer satisfaction is proportion to that, total evaluation of the farm, customer revisit and commendation. In the aspect of increasing customer satisfaction, it could be raised by improving those installations of fruit farms, lovely animal areas and hot spring facilities. In this study, we found that installations would more relate to whole satisfaction and commendation of customers. The feelings of the experience activities would matter in the effect of customer revisit.