在國內有關於瑜珈的論文裡面,我發現比較多會在於設備與課程的研究,對於會員制的瑜珈中心比較少著墨, 本研究特別針對了會員制的瑜珈中心的服務品質,知覺價值,顧客滿意度與顧客忠誠度的關連性做一個論述,以期可以找到好的服務的建議給瑜珈業者,並對其訂定瑜珈的策略有很好的啟發性. 在瑜珈的消費者行為中到底有多少地方未被滿足?現行的會員制瑜珈中心到底還有多少可以改善的空間?本論文透過了質化與量化的分析,也透過了專家訪談的方式進行了深度的探訪,並採用了SPSS12.0統計分析軟體進行實證分析,並已因素分析與信度分析來萃取出各個構面的主要因素,接著以回歸分析來探討服務品質及知覺價值對顧客滿意度與顧客忠誠度的影響,再來再以迴歸分析的方式,來探討不同性別,年齡,教育程度還有一些基本的使用習慣在各個構面上的差異. 本問卷的發放對像以北部的會員制瑜珈中心的會員為主,總共發出310份,有效問卷309份,經過分析研究結果得到的結論如下: 1. 服務品質對顧客滿意度有顯著關係 2. 服務品質對顧客忠誠度有顯著關係 3. 服務品質對知覺價值有顯著關係 4. 知覺價值對顧客滿意度有顯著關係 5. 知覺價值對顧客忠誠度有顯著關係 6. 顧客滿意度對顧客忠誠度有顯著關係 7. 人口變數對服務品質,知覺價值,顧客滿意度與顧客忠誠度有顯著關係 大綱如下 第一章 緒論 第二章 文獻探討與理論基礎 第三章 研究方法與設計 第四章 統計分析方法 第五章 結論與建議 關鍵字:瑜珈,服務品質,知覺價值,顧客滿意度,顧客忠誠度 / Among all the dissertations regarding the yoga learning centers, I found most of them focusing on the topic of either facilities or course arrangement rather than on that of the membership system. This paper focuses on the relation among the service quality, perceived value, and customer satisfaction of the Yoga centers so that it might help Yoga centers to offer the better service and to set up the inspiratory business strategy. How much unsatisfied is it within consumer behavior? How much should it be improved within the current membership system in Yoga center? This paper makes both qualitative and quantitative analysis by interviewing specialists, by SPSS12.0 software, by the factor analysis and credit analysis. Finally by the regression analysis, this paper discusses the impact of the service quality and awareness value on the customer satisfaction and loyalty; it also discusses the difference on the usage habits among gender, age and educational level. The survey in this paper mainly covers the group located in the northern Taiwan with the quantity of questionnaire 309 valid out of 310. The conclusion is shown below: 1.Significant correlation between service quality and customer satisfaction. 2. Significant correlation between service quality and customer loyalty. 3. Significant correlation between service quality and perceived value. 4. Signification correlation between perceived value and customer satisfaction. 5. Signification correlation between perceived value and customer loyalty. 6. Signification correlation between customer satisfaction and customer loyalty.7. Signification correlation between the demographic variable, service quality, perceived value, customer satisfaction, and the customer loyalty. Chapter 1: Introduction Chapter 2: The reference and theory Chapter 3: Research method and design Chapter 4: Statistic analysis

網際網路的普及造就了電子商務的蓬勃發展，在目前全台灣約兩萬五千家網路購物商家當中，lativ國民服飾在2007年成立後，因標榜其服飾產品為台灣製造，並以B2C經營方式提供高品質且平價的商品，享有「台版Uniqlo」的美稱，在2010單一年度的營收即達到15億，大約是一般平價實體成衣連鎖兩百家店面的營收總和。自2007年到2010年短短四年，lativ國民服飾就成為台灣網路休閒服飾的成功領導品牌之一。 本研究為探究lativ國民服飾的服務品質、知覺價值、顧客滿意度和顧客忠誠度之關聯性，運用量化研究方法的線上問卷調查法與質化研究方法的深度訪談法。在量化的線上問卷調查方面，共取得413 份有效問卷，以PASW Statistics 18進行資料統計分析與假設驗證；在質化深度訪談部分，訪談五位lativ國民服飾的使用者，整理訪談內容後再與量化統計結果相互對照佐證。透過質量並用的研究方法，希望能夠提供業者具體的行銷策略之建議，供未來營運做為參考。 本研究實證結果如下： 一、服務品質對顧客滿意度具有顯著關係 二、服務品質對顧客忠誠度具有顯著關係 三、知覺價值對顧客滿意度具有顯著關係 四、知覺價值對顧客忠誠度具有顯著關係 五、服務品質對知覺價值具有顯著關係 六、顧客滿意度對顧客忠誠度具有顯著關係 七、人口統計變項在服務品質、知覺價值、顧客滿意度與顧客忠誠度上僅部分達顯著差異性。 / It is the rapid popularity of the Internet that prospers e-commerce in the world. Online shopping, probably the most popular type of e-commerce, has become the main reason for people to use the Internet in daily life. Among the apporoximately 25,000 online shopping stores in Taiwan, “lativ”, a local Taiwanese clothing manufacturer online providing high quality MIT (Made in Taiwan) products at low prices through the mode of B2C, has carried on its business since 2007 and made a name for itself promptly. The single year revenue of lativ in 2010 has reached 1.5 billion, which is about the total single year revenue of the sum of 200 normal entity clothing stores. Now, lativ is one of the leading clothing brands in the arena of online shopping. Concerning its significance as an online shopping brand, lativ becomes the main case for this research to approach the complex relationship among the service quality, perceived value, customer satisfaction and customer loyalty of online shopping by using both quantitative and qualitative research methods: online survey and in-depth interview. In the part of online survey, this research adopts PASW Statistics 18 software to empirically analyze the 413 valid questionnaires retrieved from PTT, the largest bulletin board system in Taiwan. As for the part of in-depth interview, there are 5 participants included in this research. After analyzing, this research comes to the following conclusions: 1. A significant relationship exists between service quality and customer satisfaction. 2. A significant relationship exists between service quality and customer loyalty. 3. A significant relationship exists between perceived value and customer satisfaction. 4. A significant relationship exists between perceived value and customer loyalty. 5. A significant relationship exists between service quality and perceived value. 6. A significant relationship exists between customer satisfaction and customer loyalty. 7. The obvious variations of service quality, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables.

根據資策會產業情報研究所與行政院之調查，台灣線上購物市場近年來以每年20%～30%的成長率持續穩健的發展著，2011年年度總產值預計可達2.515億元，至2015年則可望突破新台幣一兆元。而無論網路購物（B2C）或是網路拍賣（C2C）市場，女性消費者都已躍升為最重要的消費主力，其中，又以「流行女裝」、「美容保養」、「流行女鞋」為產值最高之前三大商品類別。 本研究基於研究興趣與相關文獻資料回顧結果，選擇網路流行女鞋品牌Grace gift作為研究主題，並透過「服務品質」、「知覺價值」、「顧客滿意度」，以及「顧客忠誠度」等四個變項，探討其經營內涵；進一步檢視四個變項之間的影響關係，並深入探究顧客對於Grace gift的觀感與評價。 本研究透過量化網路問卷以及質化深度訪談兩種方式進行資料蒐集與調查，研究結果顯示，網路流行女鞋品牌Grace gift之服務品質、知覺價值對於顧客滿意度、顧客忠誠度確實有顯著正向的影響，且相較於服務品質，知覺價值對於顧客滿意度、顧客忠誠度具有更強大的影響力。然而，顧客對於品牌所提供的商品與服務雖然普遍感到滿意，但忠誠度仍嫌不足，因此，本研究根據問卷統計分析與訪談結果，提出以下行銷策略建議以供業者及其他網路品牌作為參考與借鏡。 一、強化網頁間的連結度，使商品、服務、推廣三位一體 二、通路差異化經營，建議善用官方網站彰顯品牌形象與精神 三、推出特殊節日限定紀念款塑造品牌特色 四、透過大型團購集殺活動吸引新顧客；藉由季末酬賓感恩活動維繫舊顧客 五、舉辦公關及公益活動與社會大眾建立關係，正面提升品牌形象 / According to the survey by Market Intelligence & Consulting Institute（MIC） and the Executive Yuan, Taiwan's online shopping market in recent years keeps developing with the steady growth rate of 20% to 30%. The annual output value of 2011 is expected to reach 251.5 million NT dollars and till 2015 which will exceed NT $ 1 trillion. Nowadays no matter in B2C or C2C market, female consumers have jumped to the most important main position of consumption and become to the most valuable clients. So this research bases on researcher’s personal interest and the results of past related references, selects the most popular online ladies’ fashion shoes brand “Grace gift” as the theme. By using both quantitative and qualitative research methods, this research tries to explore the connotation of its business management through the four variables including “service quality”, “perceived value", "customer satisfaction" and "customer loyalty” and further examines the relationship among these variables. After analyzing the data of online questionnaires and qualitative interviews with customers, the research result shows that the significant and positive impacting relationship deed exist between service quality, perceived value, customer satisfaction and customer loyalty. And compared to service quality, perceived value takes a more obvious, positive and powerful influence in shaping customer satisfaction and customer loyalty. Finally, this research provides 5 marketing strategy recommendations as blow: 1.Strengthen the links between the webpages and make the products, services, and promotion to be the trinity. 2.Create difference of management in the two selling channels and use the official website to highlight the brand image and spirit. 3.Provide unique design shoes for special holiday and anniversary to build brand characteristics. 4.Hold large-scale group-buying events to attract new customers and maintain the old customers through thanksgiving activities. 5.Organize PR events and public charity activities to build relationship with the community and positively enhance the brand image.

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夏業良、魯煒在他們所譯的體驗經濟時代一書中提到：「消費是一種過程，當過程結束後，體驗的記憶將恆久存在」，消費者對於實體商品的消費可能因時間、空間的流失而結束，但他們對消費實體商品後，所衍生出來的感動與情感依附，卻可能長久存在，從實體商品轉換成感覺商品的價值差異，正是所有體驗行銷推動者，所試圖創造並達到的。 基於一次對黃金博物園區的親身旅遊經驗，研究者發現該園區具備執行體驗行銷之完整條件，因此引發本研究動機，以此為個案，採問卷調查法與焦點訪談法，研究黃金博物園區體驗行銷之策略。 本研究採取驗證性之方法，獲得結果如下： 1.遊客對黃金博物園區體驗行銷五大策略模組，整體同意度接近4，趨向同意。 2.遊客對黃金博物園區體驗價值，整體同意度超過3.6，趨向同意。 3.遊客對黃金博物園區顧客滿意度與忠誠度，整體同意度為3.8，趨向同意。 4.人口變項與體驗行銷、體驗價值、顧滿意度、忠誠度關聯性不顯著。 5.遊客的旅遊態度與型態，影響遊客對體驗行銷五大策略模組的感受。 6.體驗行銷與體驗價值正向顯著關係，部分成立。 經由本論文問卷資料分析實證結果發現「感官體驗對美感價值、服務優越性 有顯著正向關係」；「情感體驗對美感價值、服務優越性、趣味性有顯著正 向關係」；「行動體驗對服務優越性、趣味性、美感價值有顯著正向關 係」；「思考體驗對服務優越性、趣味性、美感價值有顯著正向關係」； 「關聯體驗對趣味性價值有顯著正向關係」。而「感官體驗對趣味性價 值」、「關聯體驗對服務優越性、美感價值」，卻沒有呈現顯著正向關係。 7.體驗價值與顧客滿意度有正向顯著關係。 8.體驗價值與忠誠度有正向顯著關係。 9.顧客滿意與忠誠度有正向顯著關係。 10.黃金博物園區擁有五大成功關鍵因素（KSF），可提供其他生態博物園 區、博物館，作為體驗行銷執行策略之參考。 （1）保持原味（Originality） （2）具有獨特性（Unique） （3）多變性（Variation） （4）價格低廉（Free & Inexpensive） （5）市場區隔（Distinctive） / In the “Era of Experiential Economy” translated by Xia and Lu, it reads: “Consumption is a process, and when this process is over, the experiential memory is what lasts forever.” A consumer’s consumption of a physical product may end with spatial or temporal changes; however, the feeling and affect that derive from the consumption may last forever, and the difference in value in the transition from a physical product to an affect product is what all experiential marketers are trying to achieve. After returning from a trip to the Gold Ecological Park (hereafter the “Park”), it was determined that the Park had all the necessary conditions for experiential marketing, and this study was conducted as a result. This present study is a case study of the Park using methods such as questionnaire survey and focus-group interview, aiming at the strategies of the Park’s experiential marketing. The results yielded by the analysis are as follows: 1. The overall level of the interviewed tourists' (hereafter the “respondents”) agreement regarding the Park’s five major marketing strategies was close to 4. 2. The overall level of the respondents' agreement regarding the Park’s experiential value exceeded 3.6. 3. The overall level of the respondents’ agreement regarding the Park’s customer satisfaction and loyalty was 3.8. 4. There were no significant correlations between demographic variables, experiential marketing, experiential value, customer satisfaction, and customer loyalty. 5. A tourist’s travel-related attitude and style affect how he/she feels about the five major experiential strategies. 6. The statement that there is a significantly positive correlation between experiential marketing and experiential value is partially supported. The findings yielded by our questionnaire indicate that “there is a significantly positive correlation between sensory experiences, aesthetic values, and superiority of services.” “There is a significantly positive correlation between affective experience, aesthetic values, superiority of services, and fun.” “There is a significantly positive correlation between action-based experience, aesthetic values, superiority of services, and fun.” “There is a significantly positive correlation between thinking-based experience, aesthetic values, superiority of services, and fun.” “There is a significantly positive correlation between correlation-based experience and fun values.” However, there is no significantly positive correlation between “sensory experience and fun values” or between “correlation-based experience and aesthetic values and superiority of services.” 7. There is a significantly positive correlation between experiential values and customer satisfaction. 8. There is a significantly positive correlation between experiential values and customer loyalty. 9. There is a significantly positive correlation between customer satisfaction and customer loyalty. 10. The Park has five KSF, or Key Success Factors, that serve as valuable reference for other ecological parks and museums in their experiential marketing. （1）Originality （2）Unique （3）Variation （4）Free & Inexpensive （5）Distinctive

觀光產業是世界各國普遍重視的無煙囪工業，與科技產業共同被視為是21 世紀的明星產業，環顧世界經濟情勢，新興產業不斷興起，觀光事業已趨於國際化、多角化經營之際，也是我國當前首重之發展產業。國際觀光旅館是屬於高有形性比重的產業以及高度人員涉入的服務產業，探討具有實體產品與無形服務組合的服務其產品品質與服務品質如何對於消費者產生影響，將是一個兼具研究與實用價值的主題。 旅館是高度競爭的行業，毫無疑問的，地點是商務旅客、休憩觀光客和研討會代表等選擇可行方案時的重要準則，然而地點並非是每個區隔顧客在選擇旅館時唯一的考量。在旅館的每個等級內，在大都市中皆可發現許多選擇方案，豪華的程度與實體設施的舒適性可做為一項選擇準則。究竟是什麼關鍵因素促使消費者選擇並維持與某個服務供應商的忠誠度？因此，本研究假設國際觀光旅館其產品特性（包含有形的產品與無形的服務）和顧客的特殊利益有關之情況下，了解目標客戶的偏好以及如何其建立長期關係並為其帶來附加價值。 本研究參考Zeithaml and Bitner（1996）提出「顧客知覺品質與顧客滿意度關係圖」作為研究基礎，來探討影響不同區隔的顧客滿意度因素，以及不同區隔的顧客，影響其顧客忠誠度的因素又為何？以及國際觀光旅館的產品品質對於商務旅客顧客滿意度以及忠誠度之影響是否大於國際觀光旅館的服務品質之影響，並且探討國際觀光旅館的服務品質對於休憩觀光旅客顧客滿意度以及忠誠度之影響是否大於國際觀光旅館的產品品質之影響。接著探討滿意度與忠誠度之間的關係；最後以探索性研究的方式檢視忠誠會員專案對於商務旅客之顧客滿意度與忠誠度之影響。 本研究係以入住中華民國交通部觀光局核准營業之國際觀光旅館之旅客進行滿意度調查，問卷的設計以旅館的主要服務品質組成因素，請旅客針對他們所接受到的整體服務體驗就組成因素，如服務人員的服務品質、住宿與退宿的整體客房服務品質、旅館的硬體設施與服務以及與餐廳有關的設施與服務等，個別評估其滿意度。 由本研究結果顯示商務旅客與休憩觀光旅客雖然為具有不同需求的旅客，由顧客知覺的服務品質、顧客滿意度與顧客忠誠度的衡量項目中，萃取出影響服務品質、顧客滿意度與顧客忠誠度的因素中皆包含有形性的特質。與旅客接觸點的分析結果發現，並不是所有服務人員具有相同程度的服務機會，亦即與旅客的互動程度不同。服務品質中與服務人員互動構面對於顧客滿意度之影響並未達顯著之水準因素。因此本研究推論有形性可視為國際觀光旅館服務品質之最主要因素。 在滿意度的部份，對於商務旅客而言，國際觀光旅館的產品品質與服務品直接對於顧客滿意度具有直接的影響；而且產品品質的影響力大於服務品質的影響力。對於休憩觀光旅客而言，國際觀光旅館的產品品質與服務品質對於其顧客滿意度亦具有正面之影響。至於影響顧客滿意度與忠誠度之整體模型部份，商務旅客的滿意度同時受到國際觀光旅館的產品品質與服務品質的影響，並且國際觀光旅館的產品品質與國際觀光旅館的服務品質亦同時影響到顧客忠誠度。然而國際觀光旅館的產品品質與國際觀光旅館的服務品質對於休憩觀光旅客的滿意度分別都具有影響力，但是不具有顯著的差異。休憩觀光旅客的顧客忠誠度直接受到國際觀光旅館的服務品質的影響，並未受到產品品質的影響。 經初步研究發現會員忠誠專案對於顧客忠誠度的影響不明顯，忠誠度計劃的測量結果發現參加會員忠誠專案之旅客，只是對忠誠度計劃本身具忠誠度而非對該特定品牌具有一定的忠誠度，旅客的忠誠度是脆弱也容易因為其他因素對其忠誠度產生影響。對許多專業經理人來說，工作就等於休閒，因此，如何讓他們在工作中，也能得到休閒時的自在感，是未來國際觀光旅館業的趨勢。 / This study make used of hotel’s database and based on the 131 completed survey form hotel guests, identify attributes that will affect the customer satisfaction and customer loyalty of guests in the chain hotels. And will explore that if the frequent – guest program help hotels increase customer loyalty. The dimension of customer satisfaction with a service includes service quality, product quality and price. The results of the regression test that variable, the product quality and service quality will affect customer satisfaction of the business traveler, moreover service quality and product that direct influence customer loyalty. There is linear relationship between customer satisfaction and customer loyalty. The factors affect the customer satisfaction are comfort of room、cleanliness of room and check-in。The hotel staff provides the effective check-in with pleasure attitude will affect their loyalty. Analysis results showed that the service quality and product quality will have direct influence the customer satisfaction of pleasure traveler, however, service quality will engage the customer loyalty of pleasure traveler. There is a strong connection between customer satisfaction and customer loyalty. And the comfort of room will be the factor engaged the customer satisfaction. Finally, the frequent-guest program has the less influence of customer loyalty as expected. The business traveler were among the least loyal of the guests, considering the industry’s huge expenditures on frequent-guest programs, the hotelier may consider redirecting some of the frequent-guest expenditure toward strengthening human resources and toward improving the guest’s experience through quality of product improvement. Inferred form the results we have found, this study proposed some recommendations to the hotelier and the academics who try to do some further research on this topic.

3G 行動網路的發展和智慧型手機銷售量的大幅成長之助力下,使得全球適地性服務進入多元化的發展階段。而處於萌芽期的台灣適地性服務市場,近年來,隨著傳統語音服務業務的飽和,電信商紛紛希望藉由提供行動加值服務開創新的商機,於是行動加值服務中的適地性服務成了新的發展契機。 本研究認為適地性服務亦屬於服務的一類,但與一般實體服務業、線上購物的服務類型有所差異,故選擇以消費者直接接觸的電信商提供之適地性服務軟體 為研究對象,探討服務品質、顧客滿意度、顧客忠誠度的影響及其關係。以中華電信為研究對象,針對曾經參與適地性服務軟體開發的人員進行深度訪談,並根據質性研究的結果設計量化問卷及建立假設。本研究將問卷連結張貼於電子佈告欄系統的相關討論區,共取得 253 份有效問卷,以 SPSS19.0 軟體進行資料統計分析,驗證假設並提出研究發現與結論建議。 本研究得到以下的主要結論: 一、消費者在服務品質之感受程度,與電信商的關鍵資源和關鍵流程有關 二、服務品質對於顧客滿意度具有顯著影響,且不同要項之影響效果不同 三、服務品質對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同 四、顧客滿意度對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同 五、服務品質、顧客滿意度對於顧客忠誠度具有顯著影響,且顧客滿意度的影響 效果較高 / Recently, the development of 3G mobile networks and the huge growth of smartphone, Location-based service has diverse application. In Taiwan, with the saturation of traditional voice service, oprators hope to find new opportuneities by providing mobile value-added service so Location-based service in the mobile value-added service has become a new direction of development. This study is to investigate the relationship among the service quality, customer satisfaction and customer loyalty of Location-based services providing from oprators. Chunghwa Telecom is the main case for this study. This study obtains information by using both qualitative and quantitative research methods: in-depth interview and online survey. In the part of qualitative interview, interviewees are those participants who have been involved in the development of Location-based service in Chunghwa Telecom. As for the part of online survey, this study uses SPSS 19.0 software to analyze 253 valid questionnaires from PTT, the largest bulletin board system in Taiwan. After analyzing, this study comes to the following conclusions: 1. The key resources and key processes of the oprators affect the feelings of the consumers' service quality. 2. A significant relationship exisits between service quality and customer satisfaction, and different items have the different degree of influence. 3. A significant relationship exisits between service quality and customer loyalty, and different items have the different degree of influence. 4. A significant relationship exisits between customer satisfaction and customer loyalty, and different items have the different degree of influence. 5. A significant relationship exisits among service quality, customer satisfaction and customer loyalty, and customer satisfaction have a higher degree of influence on customer loyalty than service quality.

Increasing and maintaining customer loyalty has been shown to enhance service firm profitability. This research focuses on the antecedents of customer loyalty in a large national North American banking organisation, in particular the relationship between employee loyalty and customer loyalty, and further within the organisation, the antecedents of the employee loyalty-customer loyalty relationship. Thus the current research investigates the chain of events from managerial actions to customer loyalty with the aim of identifying relevant managerial practices and their influences within the organisation that lead to customer loyalty. The research provides tangible evidence supporting the importance of providing organisational resources to increase employee loyalty as a means of increasing customer loyalty in service organisations. To achieve this goal, the study suggests that a comprehensive set of managerial practices will enhance an organisation's service climate, foster positive employee attitudes and behaviours in relation to service provision, that impact on employee loyalty, service quality, and ultimately customer loyalty. These practices include support provided by senior leadership, the provision of resources that facilitate effective work practices, a positive management orientation on customers, and the use of employee evaluation and remuneration based on service-oriented behaviours and attitudes. By instituting these managerial practices, management can increase employee perceptions of self-efficacy, employees' beliefs in the abilities to perform well in their jobs, increase employee satisfaction, which in turn drive employee loyalty. These managerial practices also enhance the favourable nature of the organisation's service climate so that customer perceptions of service quality are likely to be more positive. Overall the study provides evidence to support the existence of a chain of events from managerial actions to employee and customer loyalty intentions. Evidence also exists to support the relationship between employee loyalty and customer loyalty, so that higher levels of loyalty within service a service organisation can potentially lead to higher levels of customer loyalty. The implications of the research are that management within service organisations can impact customer loyalty by focussing directly on service delivery issues and by providing a favourable service climate. Managers can also influence employee beliefs about their abilities to do their jobs and the level of satisfaction employees have within those organisational roles. The study also suggests that a service organisation's service climate is an important mechanism by which management can communicate to both employees and customers that a customer orientation is a primary managerial imperative. Finally, the study provides valuable insight into the processes by which employees perceive managerial orientation and support, and how those perceptions influence customer perceptions of service quality and impact on their loyalty intentions towards service organisations.

The study examines the impact of communication on customer satisfaction at the Transvaal Museum. Customer satisfaction refers to customer's overall satisfaction or dissatisfaction with the organisation based on all encounters and experience with that particular organisation. Communication has an impact on both customer satisfaction and future behavioural actions of consumers. There are four sources of brand messages namely, planned, unplanned, product and service messages. In the quest for increased customer satisfaction, companies are moving away from the traditional 4Ps (product, price, place and promotion) of the marketing mix to the 8Ps. The other four Ps include physical assets, procedures, personnel and personalisation. Integration of all marketing communications to customers is seen as a key activity in companies' attempts to build long term-relationships. On the whole, the study has indicated that customers of the museum are satisfied with its products, services and messages. However, the research has also shown that customers are not happy with the way the museum handles its planned communication activities. / Communication Science / M.A. (Organisational Communication Research Practice)