| Summary: | 碩士 === 南臺科技大學 === 行銷與流通管理系 === 107 === In today's society, with the working pressure increased day by day, tourism has become a good way for people to relieve stress. Additionally, in the light of the implementation of the two days off each week, people can have more time to engage in leisure activities. In the case of putting great emphasis on the quality of life increasingly, the quality of tourism has also begun to be valued, and the nature of people's tourism has evolved from sightseeing to intellectual journey, therefore, the tourism factories rise rapidly in recent years. At present, there are 138 certified tourism factories in the whole Taiwan. Under the situation that the changes of the environment and the oversupply, every tourism factory is facing serious challenges on the operation. Now that the Internet is developed, many people will write comments on the Internet for reference. At this time, it is more important to increase customer satisfaction and reduce customer complaints. How to increase our own competitiveness to make the sustainable operation and development of our own tourism factory has already become a compulsory subject of every factory.
Tourism factories can be divided into food and non-food according to product attributes. This study is aimed at the impact of service quality of non-food tourism factories on customer satisfaction, and it is taking Taiwan Metal Creation Museum as the investigation respondent. Through the statistical analysis of “SPSS” to explore the relationship between customer satisfaction and the tangibles, reliability, responsiveness, assurance and empathy of service qualities, and propose the concrete operational improvement plan at the same time. According to the result of the descriptive analysis, it is not much different in the part of gender. In the dimension of age, it is mostly under the age of twenty; in the dimension of education, the high school is in the majority; in the terms of occupation, it is mostly of students; and in the terms of residence, it is mostly in southern Taiwan. According to regression analysis, it is found that the five dimensions of service qualities, including tangibles, reliability, responsiveness, assurance and empathy, have a significant impact on overall satisfaction. It is indicating that the higher the service quality, the higher the overall customer satisfaction.
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