十三行博物館導覽服務滿意度與重遊意願研究

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1 219 (Falk & Dierking, 1992; Kotler & Kotler, 2000) 93

2 (Davies, 1994; Hooper-Greenhill, 1994; Anderson, 1999) (Combs, 1999; Lin, 2006) Moscardo, Sharp, 1982 Ryan & Dewar, (2001)(2003) (2004) (2003)(2006)

1982 Ryan & Dewar, 1995 1987 1996 1997 1999 2000 2000 2002 2002 2001

3 Churchill & Suprenant, Parasuraman Zeithaml Berry(1985; 1991) (expected service)(perceived) (perceived service quality)(satisfactory) 2001 (expected quality) (experienced quality) (total perceived quality) Gronroos, Parasuraman (1985; 1991) 2000 (2003) (Anderson & Sullivan, 1993) (Rechinhheld & Sasser, 1990) (Cronin & Taylor, 1994) (2004) Baker & Crompton, 2000 Kozak,

perceived quality) Gronroos, 1990 2001Parasuraman (1985; 1991) 2000 (2003) (Anderson & Sullivan, 1993)

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5 % % Marilyn Hood (1983)

6 % 26.4% 20.8% 76.8% T 2. 98

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8 5 Pearsons 0.546(p.000) 6 Hood(1983)

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2003-2005 2004 18(1): 81-92 2005 2005 1998

11 17(3): PDA SERVQUAL 5(4): Anderson, D A Common Wealth: Museums in the Learning Age. London: DCMS. Anderson, W. & Sullivan, M The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12, pp Baker, D. A. & Crompton, J. L Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3): Churchill, G. A. & Surprenant, C An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4): Combs, A. A Why do they come? Listening to visitors at a decorative arts museum. Curator, 42(3): Cronin, J. J. & Taylor, S. A SERVPERF versus SERVQUAL : Reconciling performance-based and perceptions-minus-expections measurement of service quality. Journal of Marketing, 58, Jan., pp Davies, S By Popular Demand: A Strategic Analysis of the Market Potential for Museums and Art Galleries in the UK. Lincolnshire: Museums & Galleries Commission. Falk, J. H. & Dierking, L. D The Museum Experience. Washington: Whalesback Books. Gronroos, C Service Management and Marketing, pp. 41. Lexington. Hood, M. G Staying away: Why people choose not to visit museum. Museum News, pp Hooper-Greenhill, E Museums and Galleries Education. London: Routledge. Kotler, N. & Kotler, P Can museums be all things to all people? Missions, goals, and marketing, s role. Museum Management and Curatorship, 18(3): Kozak, M Repeaters behavior at two distinct destinations. Annals of Tourism Research, 28(3):

Annals of Tourism Research, 27(3): 785-804. Churchill, G. A. & Surprenant, C. 1982. An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4): 491-504.

12 Lin, Y. N Leisure: A function of museums? The Taiwan perspective. Museum Management and Curatorship, 21(4): Moscardo, G Mindful visitors: Heritage and tourism. Annals of Tourism Research, 23(2): Parasuraman, A., Zeithaml, V. A. & Berry, L. L A conceptual model of service quality and its implications for future research. Journal of Marketing, 49: Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4): Rechinhheld F. & Sasser, W Zero defections: Quality comes to service. Harvard Business Review, 68: Ryan, C. & Dewar, K Evaluating the communication process between interpreter and visitor. Tourism Management, 16(4): Sharpe, G. W Interpreting the Environment. Washing: University of Washington, pp

Journal of Marketing, 49: 41-50. 1991. Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4): 420-450. Rechinhheld F. & Sasser, W. 1990.

13 Study on the Satisfaction of Exhibition Guide Service and Willingness to Revisit among Museum Visitors: An Example of the Shihsanhang Museum I-Yeh Lee* Yung-Neng Lin** Abstract Recently, the leisure, education, and entertainment functions of museums have been gaining in importance. The function of cultural education is one that is appreciated by visitors. Guide service is the interface between museums and visitors, and successful guide service is essential to achieving a superior level of service. Most related research has discussed the relationships among quality, satisfaction, and loyalty of museum visitors, rather than on the relationships among quality of the exhibition guide service, level of satisfaction, and willingness to revisit. Therefore, the purposes of this research are to analyze the relationship between quality of exhibition guide service and visitor satisfaction, as well as the relationship between visitor satisfaction and willingness to revisit the museum. A survey of visitors was carried out using questionnaires at the Shihsanhang Museum of Archaeology, and 219 responses were collected. The results show that the higher the level of satisfaction with the exhibition guide service, the higher the willingness to revisit the museum and to recommend it to others. Consequently, museums should focus on strengthening exhibition guide services, whether provided by a person or other method of delivery, to elevate service quality and visitor loyalty. This will increase the willingness of visitors to recommend the museum to others and create public praise and positive attention. Keywords: museum, exhibition guide, service quality, satisfaction, revisiting willingness * Postgraduate student, Graduate School of Art, Culture Industry, Design and Management, National Taipei University of Education ** Assistant Professor, Graduate School of Art, Culture Industry, Design and Management, National Taipei University of Education 105

Guide service is the interface between museums and visitors, and successful guide service is essential to achieving a superior level of service.

14 Evolution of and Changes in Computerization of Collections Management: Example of the National Museum of Natural Science Chern-Mei Jang* Abstract To meet the needs of collection work and management, NMNS established the Collection Management Department in This department is responsible for administrative collections management and collection-related matters. After acquiring objects for the collection, museum staff members need to perform routine and complicated tasks such as registration, cataloging, classification, completion of loan procedures, inventorying, data searching and analysis. Computerization can reduce the need for human resources for operations and make management of collection records more institutionalized, systematized and standardized with user friendly interface for information access, search, storing and sharing. It also improves the efficiency of collections management. NMNS started developing its collections management system in To fulfill real operational needs and large demand for sharing of information, Delphi 6.0 was used as the development tool and ORACLE 9i for the database server and client-server architecture. The design concept was function-oriented and adapted according to standard operating procedures. Equipped with high computing power and flexibility, it offers multi-user and multi-tasking capabilities. The new system was implemented in It provides online collections registration, outgoing/incoming loan registration, exchange records, and inventory records. Computerization has simplified manual operations, streamlined procedures, and established an organized work flow. It has also reduced variations in management methods and operational rules based on employee turnover. Most importantly is that this system integrates collections information and collections management systems to provide collection information to the public. This paper will introduce the collections management system of NMNS, describing its development background, process of construction, design concept, system functionality, and vision. Keywords: collections management, collection, computerization * Curatorial Assistant, Collection Management Department, National Museum of Natural Science 106

After acquiring objects for the collection, museum staff members need to perform routine and complicated tasks such as registration, cataloging, classification, completion of loan procedures,

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [ 應用 IPA 模式檢視國光客運乘客之服務品質需求潘婉茹 1 吳信宏 2 謝俊逸 3 1 國立彰化師範大學行銷與流通管理研究所碩士班學生 2 國立彰化師範大學行銷與流通管理研究所教授 3 亞洲大學資訊科學與應用學系助理教授論文之連絡