[[alternative]]The Service Quality, Satisfaction and Loyalty of Museum

[[abstract]] 近年台灣博物館成長迅速，不只在數量上有所增長，博物館本身的功能也從最初的私人收藏展示，加入了教育、休閒和知識等功能。陽明海洋文化藝術館是陽明海運公司利用一棟於1915 年5 月4 日竣工，由日本郵船株式會社所有之歷史建築改建而成，並在2004 年12 月28 日修繕竣工開館啟用。此館坐落於基隆火車站出口左側，位處鐵路及公路交通之終點交會位置，可為基隆市重要地標之一。 本研究以Parasuraman、Zeithaml 及Berry 之在1988 年發展之SERVQUAL 量表為基礎進行研究設計，探討參觀陽明海洋文化藝術館之觀眾，對於服務品質之事前期望、事後實際知覺、整體滿意度和忠誠度之關係。本研究發現，受訪者對於館方服務品質之事前期望平均分數為高；而事後實際體驗皆呈現滿意，顯示觀眾對於陽明海洋文化藝術館之服務品質普遍給予正面的肯定。此外，事後實際知覺與重遊意願和推薦意願有正向相關，滿意度對於重遊意願亦有正向相關。本研究結果可以提供給陽明海洋化藝術館及其他類型博物館經營管理者參考，使國內相關博物館能更貼近觀眾的需求，使博物館能達到「寓教於樂」之目標。[[abstract]] The museum of Taiwan grows up rapidly, not merely increases on the quantity to some extent in recent years, the museum's own function shows from the initial private collection, have joined functions such as educating, lying fallow and knowledge, etc. too. Y.M. Oceanic Culture & Art Museum is that Yang Ming Marine Transport Corp spend one completing on May 4, 1915 tomorrow, reconstructed by all historical buildings of Nippon Yusen Kabushiki Kaisha, and repaired and completed launching openly on December 28, 2004. This hall is located in the railway station of Keelung to export to the left side, is located in the terminal point intersection positions of the railway and highway communication, it can be one of the important land marks of Keelung. Research this with Parasuraman, Zeithaml and Berry SERVQUAL of development go on research design for foundation by scale in 1988, probe into, visit Y.M. Oceanic Culture & Art Museum, issue the relationship among expectation and perception of service quality, satisfaction and loyalty. Discover interviewee to the expectation service quality issue hope average mark high in advance originally; And experience and all appear satisfiedly actually afterwards, reveal audiences generally for the affirmation of front to the service quality of Y.M. Oceanic Culture & Art Museum. In addition with revisit and recommend will have to correlated with actual consciousness afterwards, and positive correlation exists between satisfaction and revisit.. This result of study can offer Y.M. Oceanic Culture & Art Museum and a other types museum administrator consult, it is press close to by demand of audience not to enable domestic relevant museums even more, it enable museum reach “Education through entertainment” goal