表演藝術觀眾特性、服務品質與滿意度之研究：以太陽劇團Alegria歡躍之旅為例
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2009
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Abstract
本研究之目的在瞭解太陽劇團Alegria歡躍之旅觀眾特性的基本現況、分析不同人口統計變項的觀眾特性在服務品質知覺和滿意度上的影響以及探討服務品質知覺與滿意度之間的相關情形。本研究以2009年1月14日至2月22日太陽劇團來台演出Alegria歡躍之旅期間，前往觀賞的15歲以上消費者為研究對象，以自編的「太陽劇團Alegria歡躍之旅2009服務品質與滿意度調查問卷」，採便利抽樣方法進行調查，共發出1500份問卷，有效問卷812份。使用SPSS 17.0 for Windows 中文版進行統計分析，透過描述性統計、變異數分析與皮爾森積差相關等方式進行分析，獲致下列幾項結果：
一、太陽劇團Alegria歡躍之旅觀眾女性多於男性、北部地區觀眾佔八成以上、教育程度大專以上者佔六成以上、金融業/服務業及專業/技術人員為多、每月文 藝娛樂支出水準在6,000元以下者幾佔八成、九成五以上是首次觀賞太陽劇團。
二、不同觀眾特性對服務品質的感受方面，不同性別、不同教育水準、不同婚姻關係者呈現顯著差異，但不同居住地區、不同職業、不同消費水準者則無顯著差異。
三、不同觀眾特性在滿意度差異上，均呈現無顯著差異的結果。
四、不同觀眾特性中僅婚姻狀況與滿意度因素明顯著相關，而服務品質與滿意度之間具有顯著相關。
最後，本研究結果發現，對所有不同特性的觀眾而言，強化觀眾服務品質以提升觀賞滿意度是首重要務，而服務品質知覺和滿意度之間有顯著關聯。本研究結果亦將提供表演藝術活動主辦及協辦等相關單位參考。
The purposes of this study were to examine the audience demographic characteristics for the show of Alegria,Cirque du Soleil, and to explore the relationship among the experience, perceived service quality, and satisfaction. The face to face questionnaire survey was utilized to recruit 812 participants for the show of Alegria, Cirque du Soleil during Jan.14 to Feb.22 ,2009. Based on the descriptive statistics, ANOVAs, and Pearsons product moment correlation analysis, the results of this study are as follows: 1. The main demographic characteristics of the audience are female, over 80% came from northern Taiwan, culture and entertainment expenditure mostly under NT$6000, and 95% of them were first timer for the show of Cirque du Soleil. 2. There are significant differences among gender, educational level, and marriage on the perceived service quality for the show. 3. There is no significant effect among the audiences’ demographic characteristics on the satisfaction for the show. 4. It shows that there is a significant correlated relationship between perceived service quality and satisfaction. In summary, the better service quality, the higher the satisfaction. Therefore, this study suggests that it is important to upgrade service standard for all sort of audience category. Finally, based on foregoing affecting factors of consumer behavior, some recommendations for practice and further researches were suggested.
The purposes of this study were to examine the audience demographic characteristics for the show of Alegria,Cirque du Soleil, and to explore the relationship among the experience, perceived service quality, and satisfaction. The face to face questionnaire survey was utilized to recruit 812 participants for the show of Alegria, Cirque du Soleil during Jan.14 to Feb.22 ,2009. Based on the descriptive statistics, ANOVAs, and Pearsons product moment correlation analysis, the results of this study are as follows: 1. The main demographic characteristics of the audience are female, over 80% came from northern Taiwan, culture and entertainment expenditure mostly under NT$6000, and 95% of them were first timer for the show of Cirque du Soleil. 2. There are significant differences among gender, educational level, and marriage on the perceived service quality for the show. 3. There is no significant effect among the audiences’ demographic characteristics on the satisfaction for the show. 4. It shows that there is a significant correlated relationship between perceived service quality and satisfaction. In summary, the better service quality, the higher the satisfaction. Therefore, this study suggests that it is important to upgrade service standard for all sort of audience category. Finally, based on foregoing affecting factors of consumer behavior, some recommendations for practice and further researches were suggested.
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表演藝術, 服務品質, 顧客滿意度, 太陽劇團, performing arts, service quality, satisfaction, Alegria, Cirque du Soleil