[[alternative]]A Study of Key Success Factors of Service Quality in the Leisure Farms--Application of Dramaturgical Theory

[[abstract]] 臺灣休閒農場成長快速，當傳統農業轉型為休閒農場時，也因為經營者缺乏專業管理知能，不易掌握到關鍵因素。除了少數農場具備生態園區特色之外，多數皆差異不大；在同性質過高的前提下，休閒農場經營倒閉時有所聞。政府積極發展休閒產業及觀光事業的同時，如何提升休閒農場的服務品質，以提高顧客滿意度，將是重要的課題。 本研究將劇場理論之概念融入於服務品質之構面中，並採用層級程序分析法進行休閒農場服務品質關鍵成功因素之因子權重值分析。研究結果顯示:各層面以「服務行為」為最重要，其次為「整體設計」、「附加活動」，「環境設施」則為最低。服務行為構面包含劇場理論的「演員」、「表演」兩要素，而整體設計構面是「場景」，環境設施構面則為「觀眾」。建議業者從加強員工教育訓練著手，培養員工自發性的服務並有解決突發狀況的能力，以提高服務品質，達到永續經營之目的。[[abstract]] The development of Taiwan leisure farms grows rapidly. While the traditional agriculture try to transfer to leisure farm, some failed due to lack of professional management knowledge. Only very few farms are characterized by ecological park, others are mostly the same. Therefore those similar farms with no significant features go out of business very often. The government should develop leisure industry and tourism actively. At the same time, it will also be important for the government to raise customer satisfaction by raising service quality of leisure farms. This study adopts a service quality based analytical framework that roots in the Dramaturgical Theory, furthermore, this particular framework is employed to analyze the service quality of selected leisure farms, particularly on the key contributors to their successes in business. The outcomes suggest that “service behavior” is the most important component, next comes the “overall design”, ”additional activity”, and the least important component is “Environmental Facilities”. Service behavior includes “actor” and “performance” these two factors. Overall design’s factor is “setting”, and environmental facilities’ main factor is “audience”. It is suggested that the owner of the farm should strengthen employees’ autonomous service and have the ability to handle emergence situations in order to raise service quality and to achieve the goal of sustainable operation