[[alternative]]Research on the Service Quality and Customers' Satisfaction of Cultural Affairs Bureau - A Case Study on Changhua County

碩士商業教育學系[[abstract]]中文摘要 2000年1月「彰化縣政府組織自治條例」賦予了其所屬二級機關『彰化縣立文化中心』改制的新法源，成立將近十七年的『彰化縣立文化中心』升格為縣府所屬一級文化行政機關—『彰化縣文化局』。 本研究以Prasuraman, Zeithaml,& Berry三位學者所提出的服務品質觀念模式、「SERVQUAL」量表為理論依據及研究架構，分析民眾對彰化縣文化局服務品質滿意度之有關問題，同時透過研究所得的實證結果，提供本身及其他縣市文化局作為提升服務品質滿意度的參考。本研究採取便利抽樣方式以到文化局來使用或利用各項設施（設備）或參與藝文活動的民眾為施測對象，計發出問卷750份，回收567份，扣除無效問卷66份，有效問卷501份，有效問卷回收率83.3％。 研究結果發現： 一、現況下民眾對文化局的整體服務滿意度尚可；但民眾對文化局服務品質的知覺程度即實際感受滿意程度與期望程度之間有顯著差距。 二、經利用因素分析法萃取出文化局服務品質的四個因素構面分別為「關懷性」、「便利性」、「信賴性」及「實體性」。 三、關懷性構面上，不同『學歷』的民眾在實際感受滿意程度及知覺程度上有顯著性差異。 四、便利性構面上，不同『年齡』、『職業』與『居住地區』的民眾在期望程度、實際感受滿意程度及知覺程度上有顯著性差異。 五、信賴性構面上，不同『性別』、『學歷』、『年齡』與『居住地區』的民眾在期望程度、實際感受滿意程度及知覺程度上均有顯著性差異。 六、實體性構面上，不同『性別』、『學歷』與『居住地區』的民眾在期望程度、實際感受滿意程度及知覺程度上均有顯著性差異。 七、『性別』對文化局服務品質整體期望程度有顯著性差異。 八、『年齡』、『學歷』與『居住地區』不但對文化局服務品質整體實際感受滿意程度有顯著性差異同時對整體知覺程度亦有顯著性差異。[[abstract]]Abstract The Self-Governance Law for Chanhua County Government Organ amended in Jan. 2001 enabled its second-class organ, 17-year-old Changhua County Cultural Center to be promoted to be the first-class organ- Changhua County Cultural Affairs Bureau. The research is based on the service quality concept mode from Prasuraman, Zeithaml, & Berry and refers to SERVQUAL as its structure. The purpose of the research is to discover, with promoted Changhua County Cultural Bureau (hereinafter referred to as the bureau) being the case study, the relationship among visitors’ satisfaction degree to the bureau’s service quality as well as to provide reference, through the true results from the research, for improving service quality satisfaction for the bureau and other county cultural bureaus. The research adopted a random sampling, with visitors coming to the bureau, enjoying different kinds of services or joining cultural activities being sampled. of 750 questionnaires issued, 567 copies returned, 501 copies were effective, and the effective rate is 83.3%. The research findings are as follows: 1. Visitors’ satisfaction degree to the bureau’s overall service quality is acceptable; however, the result shows that the gap between the visitors’ expectation and the recognition of the bureau’s service quality is significantly wide. 2. The service quality of the bureau consists of four dimensions: empathy, availability, reliability and tangibility. 3. In the empathy dimension, to the visitors of different levels of education degree, the gap between the visitors’ expectation and the recognition of the bureau’s service quality is significantly wide. 4. In the availability dimension, to the visitors living in different areas, different ages and different occupations, the gap between the visitors’ expectation and the recognition of the bureau’s service quality is significantly wide. 5. In the reliability dimension, to the visitors of different sexes and levels of education degree, living in different areas and different ages, the gap between the visitors’ expectation and the recognition of the bureau’s service quality is significantly wide. 6. In the tangibility dimension, to the visitors of different sexes, different levels of education degrees and living in different areas, the gap between the visitors’ expectation and the recognition of the bureau’s service quality is significantly wide. 7. Visitors of different sexes have significantly different expectations to the bureau’s service quality. 8. Visitors of different ages, levels of education degree and living in different areas have significantly different expectations and recognitions to the bureau’s service quality