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
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.
