The purposes of this study are to investigate the customers¡¦ perception of the service quality and their continuative consuming behavior of leisure floral farms after their visit two farms of Taiwan Sugar Corporation. Based on the results of this study, suggestions are offered to managers of leisure floral farms.
Survey research was conducted for this study. The subjects included 640 visitors from each area in two farms of Taiwan Sugar Corporation. And 498 acceptable questionnaire were collected. The acceptance rate was 80.76%.
The questionnaire includes service quality volume and behavior intention volume proposed by PZB. The data are analyzed include analysis of association between background items and consumer experience items, t-test , one-way ANOVA, and stepwise multiple regression.
The conclusions of this study are as follows:
1. There is positive correlation between service quality, royalty and pay-more intention, and irrelevancy to switch intention.
2. There is correlation between customer demand and floral information, price.
3. Most consumers who visit leisure floral farms are interested in flowers and plants. It indicates that leisure floral farms with potentiality to assimilate visitors into customers, particularly for diversified farms.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0414104-154225 |
| Date | 14 April 2004 |
| Creators | Lin, Chia-po |
| Contributors | none, none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0414104-154225 |
| Rights | withheld, Copyright information available at source archive |
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