建議

本研究主要針對觀光遊樂產業之遊樂區以認知價值、認知品質、形象及顧 客期望對顧客滿意之影響進行研究，由於研究重點聚焦於驗證TCSI模式，而遊 樂區遊客其母體等同全體國民，無法進行普查。另，因應遊客入出園的時間不

一，無法隨機抽樣，只得採用便利抽樣進行調查施測。雖本研究結果已達研究 目的，受限於人力、物力、時間及經費等之不足，仍有不盡完整之處。由十家 遊樂區實證資料結果發現，滿意程度愈高的遊客其忠誠度也愈高。

以往研究皆偏向直接衡量顧客滿意與顧客忠誠，找尋前因提出發展策略建 議，卻忽略了顧客滿意與其前因間，互為因果之可能，本研究則從問題根本著 手，系統性地運用TCSI模式，建立遊樂區遊客滿意模式及衡量比較機制。因應 遊樂區業者資源有限，需將資源作最有效之運用，業者可藉由TCSI得分掌握顧 客滿意相關問題回報，理解顧客滿意之主次要因素，提出改良創新，亦可藉此 追蹤管理績效的變化、預測未來組織發展及提供以作為組織提升競爭力的重要 參考指標。若可將TCSI顧客滿意指標調查設定為中長程計畫，每季每年進行研 究對象TCSI得分之跨時間分析比較，當可對遊樂區業者提供更豐富之策略發展 參考，以便據以訂立具宏觀及有效可行的觀光政策，全力配合共同打造台灣的 優質旅遊環境。未來建議可將TCSI 模式應用至其他公司、產業、行業與國家，

以提供跨範圍之比較與分析。

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附 錄 A

問卷內容說明

問卷之第一部份:觀光旅遊資料:單項旅遊地點選擇。

問卷之第二部份:顧客滿意度

衡量消費者對該遊樂區的「形象」、「顧客期望」與「認知品質」、「認 知價值」、「顧客滿意」與「顧客忠誠」這6項潛在變數間接調查遊客對遊樂區 所提供服務的整體性評價。

1.形象:遊客前往此觀光遊樂區之行前「整體形象」、「過去體驗」、「口碑」

與「善盡對社會、社區、股東與員工等的責任」高低程度。

2.期望:遊客前往此觀光遊樂區之行前「整體期望」、「人員服務之期望」與「設 施硬體之期望」高低程度。

3.認知品質:遊客遊園後，對此觀光遊樂區之「整體評價」、「人員服務之認知」

與「設施硬體之認知」高低程度。

4.認知價值:遊客遊園後，對此觀光遊樂區之「金錢與時間花費價值」與「其它 遊樂區之比較評價」高低程度。

5.顧客滿意度:遊客遊園後，對此觀光遊樂區之「整體滿意度」、「與行前期望 相吻合」與「與理想中遊樂區接近」高低程度。

6.顧客忠誠度:遊客遊園後，對該觀光遊樂區之「再訪可能性」、「倘若推新案 之再訪可能性」與「向他人推薦之可能性」高低程度。

問卷之第三部份:基本資料以「性別」、「年齡」、「職業」、「教育程度」、

「月收入」、「居住地」及「家庭狀況」等七題項，調查遊客的基本人口統計 資料。

附 錄 B