The study of Customer Satisfaction and Service Quality on the Willingness of Tourists to Revisit the Museum

• Main Authors: YEN,TSEN-JU, 顏岑如
• Other Authors: Liou, Chen-Liang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9mw7j6

碩士 === 大葉大學 === 管理學院碩士在職專班 === 107 === The main motivation of this study is to understand the audience's satisfaction with the museum through museum audience research, and whether the service quality meets the expectations and needs of the audience. The research method first adopted the modified Defi method, which was conducted in two ways: expert interview and telephone interview. The questionnaire was filled out by the people who entered the museum. This study analyzes the key factors that people care about before, during and after the exhibition. At the same time, it discusses the motivation and actual feelings of the people, and then studies the correlation between service quality and satisfaction. The study is based on three national museums in Tainan City, namely the National Taiwan Museum of History, the National Taiwan Literature Museum, and the Chi Mei Museum. The results of the study show that the main factors affecting the people visiting the museum are: cleanliness of the exhibition hall, the theme of the exhibition, and the attraction of the exhibition. The satisfaction feedback after the visit is in the following order: cleanliness of the exhibition hall, cleanliness of the public facilities of the exhibition hall, and attractiveness of the exhibits. According to the improvement coefficient, the priority of improvement is judged, in the following order: the theme of the exhibition, the attraction of the exhibition, and the location of the exhibition. Under the limited resource application, the museum will give priority to the improvement, specifically of the negative coefficient of improvement, as well as the effect of improving the overall satisfaction, which is more significant.