The purpose of this study is to determine whether goal congruence exists among administrative, supervisory and direct service personnel within public leisure service organizations and among public leisure service organizations of different sizes,. The source of data for the study was a Goal Study Questionnaire distributed to 344 employees of selected leisure service organizations. The results indicated that goal congruence was not established either among duty levels within public leisure service organizations or among public leisure service organizations of different sizes.

Research questions: How does the servicescape in movie theaters, with a particular focus on SF Bio Västerås, influence customer satisfaction and retention, and what are the perceived quality and challenges associated with its implementation? Purpose: The purpose of this study is to explore how movie theaters, such as SF Bio Västerås, use servicescape to influence customer service experience. The study aims to investigate the customers' perceived quality of movie theater servicescape and its impact on customer satisfaction and retention. The research will also examine the potential challenges and trade-offs associated with implementing servicescape strategies in the movie theater industry. Methodology: This study employed a mixed-methods research approach, combining qualitative and quantitative methods to investigate movie theaters, with a specific focus on SF Bio Västerås. A cross-sectional design was used to collect data from multiple cases at a single point in time. Primary data collection included an email interview with the management of SF Bio Västerås and two surveys targeting customers and the general public. Secondary data were gathered to gain insight into movie theaters across Sweden and compare the primary data from SF Bio Västerås to the national context. Theoretical data were collected from academic journals, books, news articles, and websites to address servicescape and potential challenges facing movie theaters. Data analysis was conducted through consensus on data interpretation and data-triangulation. Ethical considerations, such as anonymity and permission, were taken into account throughout the research process to ensure a responsible and respectful study. Findings: This thesis presents findings from two surveys and an email interview with the director and assistant director of SF Bio Västerås, focusing on the importance of servicescape in the movie theater industry. The interviewees emphasize the significance of servicescape in enhancing customer experience and differentiating themselves from competitors like Netflix. Primary data from the surveys indicate that maintaining a clean, comfortable, and functional servicescape, as well as effective employee interactions, are critical to customer satisfaction. Both surveys underscore the importance of managing disruptions and carefully considering the content and duration of commercials and the quality of 3D movies. By understanding and addressing these key factors, cinema operators can optimize the overall customer experience, fostering satisfaction, loyalty, and repeat business, ultimately contributing to the ongoing success and growth of their enterprise.

目錄 謝誌－－－－－－－－－－－－－－－－I 摘要－－－－－－－－－－－－－－－－III ABSTRACT－－－－－－－－－－－－－－IV 目錄－－－－－－－－－－－－－－－－ V 表目錄－－－－－－－－－－－－－－－VII 圖目錄－－－－－－－－－－－－－－－VIII 第壹章　緒論 第一節　研究背景與動機－－－－－－－ 1 第二節　研究問題－－－－－－－－－－ 5 第三節　研究目的－－－－－－－－－－ 5 第四節　研究流程－－－－－－－－－－ 6 第貳章　文獻探討 第一節　真誠領導－－－－－－－－－－ 7 第二節　專注覺察－－－－－－－－－－ 13 第三節　情緒勞務－－－－－－－－－－ 18 第四節　主動顧客服務績效－－－－－－ 24 第五節　各變項間之關係及假設推論－－ 27 第六節　研究理論模式圖－－－－－－－32 第参章　研究方法 第一節　研究母體與抽樣對象－－－－－ 34 第二節　研究工具－－－－－－－－－－ 35 第三節　資料分析方法－－－－－－－－38 第肆章　研究分析與討論 第一節　樣本結構之敘述性統計分析－－ 41 第二節　信度與效度分析－－－－－－－ 43 第三節　相關分析－－－－－－－－－－ 51 第四節　整體結構方程模式分析－－－－ 52 第伍章　結論與建議 第一節　結論－－－－－－－－－－－－ 65 第二節　管理實務建議－－－－－－－－ 70 第三節　研究限制與後續研究之建議－－ 72 參考文獻 中文部分－－－－－－－－－－－－－－75 英文部分－－－－－－－－－－－－－－76 附錄一：研究問卷－－－－－－－－－－ 83