博物館服務品質與觀眾滿意度研究－ 以國立臺灣歷史博物館為例

Abstract

本研究以國立臺灣歷史博物館（以下簡稱臺史博）的觀眾為對象，旨在探討博物館服務品質與觀眾滿意度的現況與及其因果關係，並分析觀眾背景變項對服務品質與滿意度的差異情形。臺史博甫於2011年正式對外開放，面臨奇美博物館重新開館（2015）與即將動工的臺南美術館（2015）之外部威脅，透過觀眾研究，將有助於博物館現在與未來營運的發展，以更好的服務品質滿足觀眾，達成永續經營的目標。 研究透過文獻回顧、質性訪談與專家檢視後確定各變項，採用問卷調查法進行便利抽樣，共發放420份問卷，有效問卷為394份，回收率為95.6%；並利用SPSS統計軟體進行敘述性分析、T檢定、單因子變異數分析、皮爾森相關分析與路徑分析。結果發現：觀眾背景變項對服務品質具有部分顯著差異；行前期望對實際感受有正向顯著的預測能力；行前期望對滿意度具有正向顯著的影響；實際感受對滿意度有正向顯著的預測能力。 最後綜合文獻回顧、問卷結果及實證研究的發現提出以下建議，提供管理單位未來提升服務品質以及後續研究之參考。對管理單位的建議如下：改善展示方式、聯外交通、館內指引標示與提高真品比例以提高觀眾滿意度；增加行銷管道如網路、大眾傳播媒體、交通載具；增加體驗活動如扮裝留影提高觀眾感受度；針對學生族群規劃展示活動、提供服務學習機會；採取策略聯盟發展博物館附加價值，如園區戶外體驗、戲劇人才資料庫、文化觀光等。對後續研究的建議：可針對部分觀眾進行質性研究，補充量化遺漏之對象。Taking visitors of National Museum of Taiwan History (NMTH) as target populations, this research aims to understand the status and connection between museum’s service quality and visitors’ satisfaction, and also analyze how visitors’ background will affect these two factors. NMTH, which was just officially opened in 2011, is under the external threats of the reopening Chimei Museum (in 2015) and the under-planning Tainan Museum of Fine Arts (in 2015). Visitor study will help NMTH both in present and in future. NMTH can develop sustainably by satisfying visitors through promoting its quality of service. Variables are set by using document analysis and in-depth interview, and are examined by the experts. The research also designs a questionnaire to collect the empirical data from the visitors. By using convenience sampling method, in total 420 questionnaires are distributed with 394 valid. The recycling rate is about 95.6 percent. SPSS software is applied to analyze, including conducting descriptive analysis, t-test, one-way ANOVA, Pearson correlation analysis, and path analysis. The results shows: 1.Service quality is distinct for visitors with different backgrounds. 2.Expected service positively predicts the perceived service. 3.Expected service has positive effect on satisfaction. 4.Satisfaction can be positively predicted by perceived service. Based on the research, provide following suggestions. For NMTH: Improve the ways of exhibition mode, transportation and guiding signs; provide more original object to meet visitors’ needs; develop more marketing channels through like the Internet, Mass media or public transportation; design experiential activities such as taking pictures in different costumes to impress visitors; plan activities especially for students; adopt alliance with outdoor experiencing activities, theatrical talent database, cultural tourism, and so on to enhance museum’s value.For future studies: Conduct qualitative research to specific visitors after quantification to complete the study.