博物館顧客權益模式建立之研究

• Main Author: 許珮慈
• Other Authors: 劉瓊如
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/48103034648639470844

碩士 === 國立彰化師範大學 === 地理學系 === 100 === In recent years more and more museums have appeared, with each fighting to establish its own unique qualities and attract visitors. Crucial to this is whether the operators of the museum focus on being led by their customers and pay attention to the needs and expectations. This research aims to establish a model of customer equity for museums and use this model to analyze three customer equity variables - value equity, brand equity, and relationship equity – and their relationship to customer loyalty. Surveys were gathered from 364 visitors to the National Museum of Natural Science, then the model is tested using a linear structural equation model (SEM). The results of this research show that each of the three customer equity variables analyzed shows a positive influence on customer loyalty, with relationship equity having the strongest influence, followed by brand equity, and finally by value equity. Finally, marketing managerial implications and suggestions for future researches are also discussed.