The Relationships among Service Quality,Perceived Value and Customers Satisfaction: a Study of National Museum of Marine Biology & Aquarium

• Main Authors: Kuei-Nian Lin, 林桂年
• Other Authors: Tsuang -Yi Kuo
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/mwux9k

碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === With the change of national life , coupled with Taiwan for the promotion of local tourism , the tourism industry has become a major trend of this century , according to the Tourism Bureau, Republic of China 103 years of Chinese Tourism Survey , recreational activities people travel mainly engaged in " Natural sightseeing activities " ratio ( 58.7% ) the highest , National Museum of marine Biology and Aquarium Pingtung County is located in urban and rural vehicles , the blue west Taiwan Strait , along the East 72 meters high Kameyama . Building configuration can be divided into : Museum ( Taiwan waters , coral kingdom , the world''s three major themes waters exhibition hall , administrative and teaching center , by a common thread made hall ) , aquarium experiment center , service facilities, research buildings, maintenance facilities , international Conference Centre as well as research centers, school buildings several key areas. In this study, service quality Parasuraman, Zeithaml & Berry (1988) proposed SERVQUAL model, and added customer satisfaction and loyalty , in order to understand the perceived value of the National Museum of Marine Biology and Aquarium customer base . This study used survey research - questionnaire (Likert scale five-point scale ) , the study of the actual system to National Museum of Marine Biology and Aquarium of consumer objects , the study sample of 232 people ( ie, number of samples parent ) valid questionnaires 232 , the effective rate was 100 %. National Museum of Marine Biology and Aquarium business success is worth exploring , services and functions offered by the museum itself are the same and similar , but the Museum of Marine Biology always favored by consumers , and are willing to visit again and again , by what the consumer is a variety of factors attract travelers visit a museum , what is the key point of National Museum of Marine Biology and Aquarium success for that? The results show that : 1 quality of service provided by the National Museum of Marine Biology and Aquarium presents significant positive impact on the perceived value . Perceived value 2. National Museum of Marine Biology and Aquarium offers to exhibit significant positive effect on customer satisfaction . 3. The quality of service provided by the National Museum of Marine Biology and Aquarium customer satisfaction showing significant positive effect . 4. The quality of service provided by the National Museum of Marine Biology and Aquarium customer loyalty exhibits significant positive effect . Customer Satisfaction 5. National Museum of Marine Biology and Aquarium offers exhibits significant positive impact on mutual loyalty. At the end of the text and made a number of recommendations based on research findings, for the relevant reference unit . Key words : service quality, perceived value , customer satisfaction , customer loyalty , National Museum of Marine Biology and Aquarium .