臺灣博碩士論文加值系統

表演與視覺藝術團體，長久以來面臨最大的問題是收支不能損益兩平，大部分的藝術團體必須要向企業募款，或向政府尋求補助，然而補助款資源有限，企業贊助不確定等種種因素，使得藝術團體面臨經營困境，故唯有由根本著手，探討如何藉由藝術的推廣，讓觀眾了解藝術、親近藝術，藝術行銷的根本職責是拓展觀眾，進而經由關係行銷的概念來與觀眾維持長久的關係，在行銷的過程中，行銷人員的服務品質至關重要，因為它會影響到觀眾的滿意、信賴及忠誠度，有了忠誠觀眾的支持，企業才得以生存，藝術團體的永續經營才能實現。
本研究以表演與視覺藝術為實證研究對象，對影響變數（服務具體化、專業知識、互動強度、互相揭露、合作意願、關鍵事件補救）如何影響關係品質（滿意、信賴）與顧客忠誠度加以探討，經研究結果得到以下結論：
1.視覺藝術行銷人員的服務品質略重於表演藝術，從重視程度資料分析中，此兩種藝術服務業大致相同；在關係品質及顧客忠誠度方面，顧客感受到的滿意、信賴及忠誠度，視覺藝術略高於表演藝術。
2.表演藝術：影響變數與關係品質呈顯著的正相關；對滿意具有顯著影響力之變數，依序為「關鍵事件補救」、「互動強度」、「專業知識」；對信賴具有顯著影響力之變數依序為「相互揭露」、「合作意願」、「專業知識」。關係品質對顧客忠誠度呈顯著正相關；「滿意」對顧客忠誠度有顯著影響力。各影響變數與顧客忠誠度呈顯著正相關；「相互揭露」對顧客忠誠度呈顯著影響，其餘變數皆無影響力。
3.視覺藝術：影響變數與關係品質呈顯著正相關；對滿意具有影響力之變數依序為「關鍵事件補救」、「互動強度」、「服務具體化」；對信賴具有影響力之變數為「相互揭露」、「合作意願」、「專業知識」。關係品質對顧客忠誠度有顯著正相關，視覺藝術相關程度大於表演藝術；「滿意」與「信賴」，皆對顧客的忠誠度有顯著影響，其中「滿意」大於「信賴」。各影響變數與顧客忠誠度呈顯著正相關；「專業知識」、「互動強度」與顧客忠誠度呈顯著影響，其餘變數皆無影響力
4.表演與視覺藝術各影響變數、關係品質、顧客忠誠度彼此之間有顯著性差異。在關係銷售行為，表演與視覺藝術兩者比較大的差異是，表演藝術以大眾或小團體式的行銷為主；視覺藝術，因藝術作品價位高，偏向客製化的行銷。
表演與視覺藝術，影響關係品質之各影響變數「滿意」呈顯著差異；但在「信賴」構面除了「相互揭露」、「合作意願」呈顯著差異，其餘變數皆呈現無顯著性差異。
表演與視覺藝術，影響顧客忠誠度之關係品質構面有顯著性差異。
表演與視覺藝術，影響顧客忠誠度之各影響變數有顯著性差異。

The biggest problem facing the groups of performing and visual arts is that the revenue and expenditure are unbalanced for a long time. Most of the art groups must raise money from enterprises or seek governmental subsidies. However, limited subsidies make it difficult for the art groups to manage their operations. A fundamental way is to set up foundations and let the audience understand and be familiar with art through popularizing it. Furthermore, it is essential to expand the audience base and to keep a long-term relationship with the audience via application of a concept of marketing to art marketing. In marketing, the service quality of the marketers is significant because it can influence customers’ satisfaction, trust and loyalty. With the support of the loyal audience, enterprises can survive and the art groups can have sustainable operations.
In this piece of research, the research object is performing and visual arts. It considers how the variables of influence (namely, substantial service, professional knowledge, interactive strength, reciprocal disclosure, cooperative will and recovery of critical event) affect the relationship quality (satisfaction and trust) and customer loyalty. Based on the finding of the present study, we conclude the following points:
1. The service quality of the visual arts marketers is slightly more important than that of the performing arts. An analysis of the data on relative appreciation shows that the service industry for both performing and visual arts marketing is approximately the same. In terms of relationship quality and customer loyalty and with respect to satisfaction, trust and loyalty, visual arts is slightly important than the performing arts.
2. Performing arts: the variables of influence on relationship quality show an apparent positive correlation. Influential variables on satisfaction are “recovery of critical event”, “interactive strength”, and “professional knowledge” in order; influential variables on trust are “reciprocal disclosure”, “cooperative will”, and “professional knowledge” in order. Relationship quality and customer loyalty presents a positive correlation. As to “satisfaction”, there is noticeable influence on customer loyalty. Each variable presents a noticeable positive correlation to customer loyalty. “Reciprocal disclosure” has apparent influence on customer loyalty whereas the others do not have.
3. Visual arts: the influence variables on relationship quality present an apparent positive correlation. The variables of influence on satisfaction are “recovery of critical event”, “interactive strength”, and “substantial service” in order; the variables of influence on trust are “reciprocal disclosure”, “cooperative will”, and “professional knowledge” in order. Relationship quality and customer loyalty presents a positive correlation. The relevant intensity of the visual arts is greater than that of the performing arts. “Satisfaction” and “trust” both have apparent influence on customer loyalty, and “satisfaction” is greater than “trust”. Each variable presents a noticeable positive correlation with customer loyalty. “Professional knowledge” and “interactive strength” both have apparent influence on the customer loyalty whereas the others do not have.
4. There is a remarkable differentiation among the variables of influence on relationship quality and customer loyalty in the performing and visual arts. With respect to relational selling behavior, the most noticeable one between the performing and visual arts is that marketing of the performing arts focuses more on population or small group marketing whereas marketing of the visual arts focuses more on customized marketing as a result of high price of creation. There is a remarkable differentiation between the performing and visual arts pertaining to the influence variables on satisfaction. Moreover, apart from the variables on “reciprocal disclosure” and “cooperative will” showing a remarkable differentiation, the remaining variables of influence on trust show remarkable differentiation.
Concerning performing and visual arts, relationship quality of customer loyalty has noticeable variability and the variables of influence on customer loyalty show a remarkable differentiation.

致謝詞......................................................................................I
摘要.........................................................................................II
Abstract.................................................................................III
目 錄.......................................................................................V
表目錄...................................................................................VI
圖目錄..................................................................................VII
第一章 緒論............................................................................1
第一節 研究背景與動機........................................................1
第二節 表演與視覺藝術的定義與分類................................6
第三節 研究範圍與對象.....................................................11
第二章 文獻探討.................................................................15
第一節 關係品質.................................................................15
第二節 顧客忠誠度.............................................................29
第三節 服務品質、關係品質與顧客忠誠度之關係.........32
第四節 藝術服務業的特性與觀眾發展.............................38
第三章 研究方法.................................................................51
第一節 研究架構.................................................................51
第二節 研究假設.................................................................53
第三節 變數的操作性定義與衡量.....................................54
第四節 研究設計.................................................................57
第五節 資料分析方法.........................................................60
第六節 信度與效度分析.....................................................61
第四章 研究結果分析.........................................................63
第一節 樣本結構分析.........................................................63
第二節 藝術服務業影響變數、關係品質與顧客忠誠度分析.......................65
第三節 表演與視覺藝術影響變數、關係品質與顧客忠誠度相關性分析..70
第四節 表演與視覺藝術影響變數、關係品質與顧客忠誠度差異分析......78
第五節 實證結果彙總.........................................................81
第五章 結論與建議.............................................................83
第一節 研究結論.................................................................83
第二節 研究建議.................................................................91
第三節 研究限制.................................................................95
參考文獻..............................................................................96
附錄：問卷內容................................................................102

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