由顧客認知角度探討台北國際花卉博覽會

Abstract

本研究調查台北花卉博覽會參觀者之人口統計資料，並以顧客認知探討在此博覽會為例的服務下，期望的滿足、服務品質、滿意度與忠誠度等四個構面的關係。我們使用以上構面與人口統計資料交互分析的結果給予將來要舉辦此類活動之主辦單位一些建議。最後並探討參觀者參與度的高低是否會對我們分析出來的結果造成影響。

Our research investigates the visitors’ demographic of Taipei Flora Exposition, and explores the relationship between the four constructs we selected for evaluate a service by customer’s cognition. The four constructs are confirmation, service quality, satisfaction and loyalty. We used descriptive statistics to analyze the visitors’ demographic and univariate analysis to further explore different visitors’ attitude towards different constructs. Finally we explore whether the visitors’ involvement would affect the relationship between those four constructs and gave general suggestions for future organizers of an exposition.