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應用IPA模式探討禪茶文化館服務品質、顧客滿意度與顧客忠誠度之研究-以兩岸禪茶文化館為例=Using Importance-Performance Analysis (IPA) to Evaluate the Service Quality, Customer Satisfaction, and Loyalty of Cross-Strait Zen-tea culture teahouse |
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| Author |
詹坤穎 (撰)=Chan, Kun-ying (compose)
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| Date | 2022 |
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| Pages | 133 |
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| Publisher | 中華大學 |
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| Publisher Url |
https://www.chu.edu.tw/
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| Location | 新竹市, 臺灣 [Hsinchu shih, Taiwan] |
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| Content type | 博碩士論文=Thesis and Dissertation |
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| Language | 中文=Chinese |
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| Degree | master |
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| Institution | 中華大學 |
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| Department | 工業管理學系 |
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| Advisor | 陳棟樑 |
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| Publication year | 110 |
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| Keyword | 禪茶文化=Zen-tea culture; 服務品質=service quality; 滿意度=satisfaction; 忠誠度=loyalty |
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| Abstract | 本研究運用重要-表現分析法(IPA)模式，探討茶文化相關產業消費顧客對於禪式管理之茶文化館所提供服務品質的重視程度與實際感受以及顧客滿意度及忠誠度之影響關係，並透過個人資料基本分析來探討不同個人背景變項所造成的差異情形。
採用問卷調查法在上海及高雄兩地針對消費者發放實體問卷蒐集資料，上海市靜安區靜安別墅百年街道商圈博茶堂文化館，共發放100份問卷，回收93份，扣除書寫不全，共計回收有效問卷76份；上海市徐匯區商圈永新坊行人商業步道區素林茶文化館，共發放100份問卷，回收85份，扣除書寫不全，共計回收有效問卷79份；高雄市苓雅區高雄文化中心文教區睿和茶文化館，共發放70份問卷，回收55份，扣除書寫不全，共計回收有效問卷47份。三個據點共發放270份問卷，共計回收233份，有效回收問卷合計回收203份，有效回收率為75.19%，問卷回收鍵入資料利用SPSS統計套裝軟件及Microsoft Excel試算表軟體進行項目分析、敘述性統計分析、信度分析、t檢定、單因子變異數分析、相關分析以及迴歸分析等統計方法進行資料分析，研究結果為：
1.禪茶文化館的女性顧客比例較高。
2.禪茶文化館的顧客收入及學歷偏高。
3.禪茶文化館的主要顧客集中於40歲以上中壯年至屆退休年紀。
4.禪茶文化館的各項分析中顧客對於關懷性構面普遍重視。
5.禪茶文化館的顧客對服務品質滿意度會影響忠誠度。
6.禪茶文化館的部分顧客認為服務品質未必是最滿意，仍願意繼續消費，忠誠度極高。
本研究的分析結果除了提供參與調查研究之業者在營運實務上可進行改善的意見參考之外，除了提供茶文化產業經營者在營運上作為營運策略方調整外，也可以給準備進入這個行業的經營者在定位及策略上提供參考。
This study uses the Importance-Performance Analysis (IPA) model to explore the importance and actual feelings of the consumers of tea culture-related industries regarding the relationship between the quality of service provided by the Zen culture-managed teahouse and customer satisfaction and loyalty. The relationship between the degree of influence, and through the basic analysis of personal data to explore the differences caused by different personal background variables.
The research process adopts the questionnaire method to distribute physical questionnaires in Shanghai and Kaohsiung. Bochatang Cultural Teahouse, Jingan Villa Centennial Street, Jing'an District, Shanghai, where a total of 100 questionnaires were distributed and 93 questionnaires were recovered. A total of 76 valid questionnaires were recovered after deducting incomplete forms; Sulin Cultural Teahouse, Yongxinfang Pedestrian Commercial Trail District, Xuhui District, Shanghai, where a total of 100 questionnaires were distributed and 85 questionnaires were recovered. A total of 79 valid questionnaires were recovered after deducting incomplete forms; Ruihe Cultural Teahouse in Kaohsiung Cultural Center, Lingya District, Kaohsiung City, where a total of 70 questionnaires were distributed and 55 questionnaires were recovered. A total of 47 valid questionnaires were recovered after deducting incomplete forms,. A total of 270 questionnaires were distributed in the three stores, and a total of 233 questionnaires were recovered. A total of 203 valid questionnaires were recovered, with an effective recovery rate of 75.19%, The data collected from the questionnaires were collected using SPSS statistical package software and Microsoft Excel spreadsheet software for Item Analysis, Descriptive Statistics, reliability analysis, T.TEST, ANOVA, correlation analysis and regression analysis and other statistical methods to obtain the basic analysis as follows:
1. There are more female customers than men in Zen Culture Teahouse.
2. The income and educational background of the customers of Zen Culture Teahouse are relatively high.
3. The main customers of Zen Culture Teahouse are mainly middle-aged people over 40 years old to retirement age.
4. In the analysis of Zen Culture Teahouse, customers generally attach importance to the caring dimension.
5. The satisfaction with the service quality of Zen Culture Teahouse will affect the loyalty.
6. Though some customers of Zen Culture Teahouse think that the service quality is not the most satisfactory, they are still willing to continue to consume here, indicating that their loyalty towards us is very high.
The analysis results of this study not only provide opinions and reference for the operators who participated in the survey and research to improve their operational practices, but also for tea culture industry operators for adjustment to their operation strategies, and can also provide references on positioning and strategy to those who are preparing to enter this industry. |
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| Table of contents | 摘 要 i
ABSTRACT ii
誌謝辭 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 禪茶文化館 5
第二節 服務品質 14
第三節 滿意度 24
第四節 忠誠度 30
第五節 重要-表現分析法（IPA） 36
第三章 研究方法 41
第一節 研究架構與假設 41
第二節 研究範圍及對象與資料收集方法 42
第三節 研究工具 44
第四節 資料分析方法 51
第四章 研究結果與分析 55
第一節 受訪者基本資料敘述性統計分析 55
第二節 因素分析與信度分析 58
第三節 各變項敘述性統計分析 62
第四節 不同背景變項對服務重視程度與實際感受差異性分析 67
第五節 不同背景變項對滿意度與忠誠度差異性分析 77
第六節 服務實際感受、滿意度與忠誠度之關係 80
第七節 禪茶文化館服務品質重要-表現分析法(IPA) 83
第八節 本章小結 88
第五章 研究結論與建議 90
第一節 研究結論 90
第二節 研究意涵 93
第三節 後續研究建議 94
參考文獻 95
附錄A 115
附錄B 120
附錄C 126
附錄D 130
附錄E 133 |
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| Hits | 276 |
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| Created date | 2022.10.13 |
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| Modified date | 2023.01.05 |
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