| Summary: | 碩士 === 國立高雄師範大學 === 人力與知識管理研究所 === 97 === Improving service quality so that the service providers can satisfy the service receivers by offering what they need and in return they will be able to increase the loyalty of their service users in reward, which will result in enhancing the competitiveness of the service providers. This is a vital issue all executives and personnel service professionals need to pay attention to. It is also a challenge that all service providing equities, including companies, public, and private sectors, need to conquer. Over the past decade among all social education institutions in southern Taiwan, National Museum of Marine Biology & Aquarium has always be know for its success in operating and it has also developed an a high popularity among visitors. The aquarium itself is operated under a BOT contract. This paper studied the factors that attracted the visitors to return to the aquarium in the past ten years. The authors tried to find out the main reason for visitors to revisit the aquarium. The study focuses on finding out if the revisits are the result of the launch of the new exhibition hall or if it is because of the diverse exhibitions hold there. Or could it be that visitors return to the aquarium because they were satisfied with the service quality. Furthermore, this paper looks into the correlation between visitors’ satisfaction to the service they received and their loyalty to the service provider. If the increasing loyalty makes visitors to return to tour the aquarium or even recommend their family and friends to visit the aquarium. All these indicators show room for improvement and lessons to learn. This paper started from wanting to understand how to utilize these indicators as references and apply them to optimize not only the service quality but also the operation mechanisms of the aquarium. To reach this goal, the author collected and analyzed relevant academic papers to form the main theory basis of this paper, and to conduct the analysis.
In 1995 when there were only two exhibition halls in the aquarium, professor M. R. Gao investigated the correlation between visitors’ satisfaction and their loyalty to the aquarium, the result professor Gao got is used as secondary data of this study. This paper compare and contrast the data of visitors after the third exhibition hall was opened wishing that by studying the data gathered before and after the opening of the new exhibition hall the expectation and impression visitors have toward the aquarium can better comprehend. Furthermore, useful suggestions will drive from interpreting the data with which managers of the aquarium can alter and correct the operating strategies.
This study used statistical analyses, such as reliability analysis, descriptive statistical analysis, variance analysis, and structural equation modeling, to test hypotheses. the study concluded that by examining the relevant paths in each model, patterns are found. Prior expectations of the service will affect the subsequent perception of the actual service they get. Yet it does not directly affect tourist satisfaction and loyalty. However the overall satisfaction remains a direct influence to loyalty. In addition, expanding the opening hours in the aquarium is an effective mechanism to increase satisfaction and loyalty level. Moreover, the launching of the third exhibition hall can effectively increase visitors’ visiting time.
Keywords：service quality, customer satisfaction, customer loyalty
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