[[alternative]]A Study on Consumers' Satisfaction toward Service Quality of Museum--A Case Study of National Scientific Museum

[[abstract]]隨著週休二日的實施，讓繁忙而緊張的生活中的人們，得到了釋放壓力和舒解身心的機會，同時也帶動相關文化休閒活動，博物館參觀則屬其中一項。本研究在探討遊客對博物館所提供之服務品質在事前期望與事後實際知覺的滿意相關程度，以25項服務變項來衡量期望的服務與事後實際知覺。並運用描述性統計、信度分析、因素分析、單因子變異數分析等方法來分析遊客人口統計變數與事前期望服務與事後實際知覺服務之間的差異。再利用Lisrel建立滿意度模式，探討期望的服務、事後實際知覺服務、整體滿意度與忠誠度之間的因果關係，以研提科博館經營管理策略之建議。 本研究發現部份人口統計變數對事前期望服務與事後實際知覺服務之間有顯著的差異。事前的期望對事後的實際知覺是有顯著影響，事後的實際知覺對整體滿意度是有顯著影響，整體滿意度對忠誠度有顯著影響 。[[abstract]]Because of the effect of 2-days weekend, people who are busy and tense in life have the opportunities to relax and release the pressure. It also encourages the related cultural and leisure activities where museum visit is one of the choices. This study aims for the satisfaction degree between the expectation and the real perceptive after visiting on the basis of the service provided by the museum. 25 items are measured to estimate the expectation service and the real perceptive afterwards and used to apply descriptive statistics、reliability analysis、factor analysis and one-way ANOVA analysis to analyze the differences between. In addition, using Lisrel to set up the satisfaction model for discussion the cause and effect among expectation service、perceptive service、general satisfaction and loyalty in order to propose some suggestions for the manager. This study found out that there are significant differences between the service before and after for some demographic variables. Also, the expectation has significant effect towards to the real perceptive. The real perceptive has significant effect towards to the general satisfaction and the general satisfactory has significant effect towards to the loyalty