Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/66213
標題: 探討服務品質知覺、滿意度及行為意向關係:以台灣之文化族群為例
Exploring the Relationships of Service Quality Perception, Satisfaction and Behavior Intentions: The Case of Cultural Groups in Taiwan
作者: 劉耿佑
Liu, Keng-Yu
關鍵字: 服務品質知覺;service quality perception;滿意度;行為意向;語言;文化族群;跨文化研究;satisfaction;behavior intentions;language;cultural groups;cross-cultural research
出版社: 森林學系所
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摘要: 
遊客服務研究在戶外遊憩領域近幾十年間仍持續發展並漸趨成熟,其中服務品質、滿意度及行為意向間關係是十分重要且常被探討的議題,然而過去關於跨文化遊客服務的研究較少。因此本研究之目的為探討台灣不同文化族群(閩南、客家、外省)與慣用語言(國語、台語、客語)間服務品質知覺、滿意度、行為意向差異及影響關係。由2007-2008年台灣東岸的太魯閣國家公園、2010-2011年台灣西岸的惠蓀林場森林遊樂區進行問卷調查,總計獲得1977份有效問卷。分析結果如下:

1.跨文化族群在服務品質、滿意度及行為意向上具有顯著差異。其中客家族群、非 慣用台語族群及慣用客語族群具有較低的服務品質知覺及行為意向。
2.所有模式之配適程度良好,其中整體樣本、外省族群、台語、客語模式中服務品質、滿意度及行為意向間皆具有正向影響關係;閩南族群模式中則只有服務品質與滿意度、滿意度與行為意向具有正向影響關係;客家族群模式僅服務品質與行為意向具有正向影響關係;比較路徑係數後則發現台語族群與閩南族群之模式較為相近;客語族群與客家族群之模式較為相近。
3.所有模式行為意向之R2值在0.38到0.59間,代表各模式對行為意向皆具有一定程度以上的解釋能力,本研究亦證實不同語言族群各變項間具顯著影響關係。

建議管理者可根據多元(包括不同語言族群)遊客的不同需求調整服務。尤其針對客家及非慣用台語族群,改善遊客服務品質知覺較低的項目,例如安全方面的管理與資訊提供,以及區內販售價格之合理性,將有助於提升遊客正面行為意向。本研究驗證跨文化族群之服務品質、滿意度及行為意向的關係,並提供公園與遊憩方面後續研究及經營管理意涵的參考。

Customer service research in outdoor recreation has evolved and matured over the past decades. Service quality perception, satisfaction and behavior intentions are one of the most important issues and frequently studied topics in the field. However, few studies researched customer services among different cultures. The purpose of this study was to explore the differences and relationships of service quality, satisfaction and behavior intention among different cultural groups in Taiwan including Hoklos, Hakkas and Mainlanders. In particular, the role of language, i.e., mandarin, Taiwanese and Hakka language, was also examined in addition to the self-identified cultural groups. The data was collected from Taroko National Park during 2007 to 2008 on the east coast of Taiwan as well as Huisun Forest Recreation Area during 2010 to 2011 on the west coast of Taiwan. A total of 2179 valid questionnaires were obtained from on-site visitor surveys. The study results were listed
as below:

1.There were significant differences in service quality,
satisfaction and behavior intention among different
cultural groups. Visitors who were Hakka groups, Non-
Taiwanese language group and Hakka language group tended
to have lower service quality perceptions and behavior
intentions.
2.All the six structural models testings revealed good model
fits. The results showed that visitors’ service quality
and satisfaction significantly and positively influenced
behavior intentions. Further, visitor’s satisfaction was
significantly and positively influenced by service quality
in the overall sample as well as Mainlander, Taiwanese
language and Hakka language group models. Service quality
significantly and positively influenced satisfaction, and
satisfaction significantly and positively influenced
behavior intention in the Hoklo group model. Service
quality also significantly and positively influenced
behavior intentions in Hakka group model. From the model
path coefficient statistics, I found Hoklo group and
Taiwanese language group showed similar patterns in the
model, so did Hakka group and Hakka language group.
3.The final R-square statistics of all models were between
0.38 to 0.59, indicated good practical significance in
explaining visitor behavior intentions. This study
confirmed that there were significantly different
relationships among different language cultural groups in
Taiwan.

I suggested that managers may tailor their services to meet the needs of their diverse clientele. The managers may improve their services on which visitors tended to perceive lower service quality. For example, managers may consider to provide more safety management and information as well as better fair price in the concession store particularly for Hakka and non-Taiwanese language cultural group so as to promote their positive behavior intentions. Additionally, this study demonstarted significant relationships among service quality, satisfaction and behavior intentions in different cultural groups. I therefore offered management implications for cross-cultural customer services in the context of park and recreation. Finally, the future research direction were also provided.
URI: http://hdl.handle.net/11455/66213
其他識別: U0005-3006201311421300
Appears in Collections:森林學系

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