政府為滿足國人對休閒旅遊的需求並降低加入WTO後對農業產生的衝擊，乃積極推動「休閒農業」政策，冀望藉由導入旅遊服務業經營理念，將農業的一級產業提昇為以服務為導向的三級產業。但「休閒農業」一直缺乏一套認證制度與評鑑標準，勢必對「休閒農業」之未來發展造成衝擊。本文旨在建立一套休閒農場的服務品質量表，提供政府與業者作為休閒農業認證與分級之參考；另外，希望藉由探討遊客知覺服務品質、滿意度與行為意向等潛在構念之間的相互關係，了解農場業者應在哪些服務項目上著力，才能有效提昇遊客滿意度並提高遊客重遊意願，以擴大產業規模並提昇休閒農場的競爭力。
本研究採用統計分析軟體SPSS進行量表信度與因素分析，並以結構方程模式作為路徑分析的工具。研究對象為屏東熱帶農業博覽會的遊客，調查採立意抽樣方式，針對入園遊客隨機發放問卷，由遊客帶入園區填寫，並在離開園區前回收。
分析結果顯示，園區的無障礙空間、輔助設施(如遮陽、休憩座椅)不足及服務人員缺乏專業知識是遊客最不滿意的服務項目；而國中、小在學學生對「休閒農場」的「知覺服務品質」及「滿意度」顯著高於其他客層；另外，由於農場實施差別訂價策略，也導致外縣市遊客對「服務價值」滿意度低於屏東縣市遊客。路徑分析證實「知覺服務品質」顯著直接正向影響「滿意度」，而「滿意度」也顯著直接正向影響「行為意向」，但「知覺服務品質」對於「行為意向」卻無顯著的影響。
依據研究分析結果，本文針對休閒農場之經營管理提出下列建議，在服務項目方面，業者應致力於改善園區輔助設施及服務人員的專業知識與服務糾紛調解技巧；在行銷策略方面，則應針對國中、小在學學生加強行銷以增加入園參觀遊客數；在門票價格方面，可以考慮縮小差別訂價的差距，以降低外縣市遊客的不滿意程度，應可有效提高外縣市民眾參訪的意願

In order to meet the demand of expanding leisure tour market and to reduce the impact on agriculture because of joining the World Trade Organization (WTO), the government actively promotes the policy of 'recreation agriculture' and hopes to upgrade the agriculture by ways of adopting the managerial concept and idea of travel service.
Because 'recreation agriculture' has been lacking a set of approval procedures and rating standards, leisure farm visitors maybe choose the inferior leisure farms with poor service quality in lack of ample information. The tourists with bad experiences about leisure farms will not visit leisure farms in the future. That will greatly influence the future development of ' recreation agriculture '.
This study aims at setting up a service quality measure of leisure farms and offers it to the government for reference in setting up the authentication and rating system. In addition, this study also investigates the interrelationships among customer’s perceived service quality, satisfaction and behavioral intention. By understanding and endeavoring to improve those defects of service, the leisure farms can promote visitors' satisfaction and revisiting willingness effectively and subsequently enforce their competitiveness.
In order to prove the fitness of the construct model to ' recreation agriculture ', this research adopts statistical software SPSS to verify the reliability of the measure and make the factor analysis. This study also uses software AMOS as a tool to build and analysis the linear structure model for the latent constructs of perceived service quality, customer’s satisfaction and behavioral intention.
The objects of this study are visitors of the tropical agricultural products exhibition of Ping-Tong, The investigation method adopted for this study is granting the questionnaire to visitors at random.
The analysis result shows, visitors are most unsatisfied about following service items, including insufficient equipments for the disability person and other auxiliary equipments, such as pavilion and sun-shading seats, the attendants of the leisure farm lack the professional knowledge about agriculture and service. Another finding of this study is that students of elementary school and junior high school are apparently more satisfied with 'perceived service quality' and 'customer’s satisfaction' than other visitors. Because visitors from Ping-Tong county pay lower ticket price than that for visitors from other counties, visitors from Ping-Tong county feel more satisfied about the construct of ' service value '.
Path analyses verify the following hypothesis, 'perceived service quality' can positively influence 'customer’s satisfaction', and 'customer’s satisfaction' can positively influence 'behavioral intention', but 'perceived service quality' can not directly influence 'behavioral intention'.
The managerial implications based on this study are:
1.The manager of the leisure farm should devote to improve the auxiliary equipments and attendants' agricultural knowledge and service skills in solving the service disputes.
2.Strengthen marketing for students of elementary school and junior high school to increase visitors.
3.Narrow the disparity of ticket price for visitors from Ping-Tong county and other counties to encourage people of other counties to visit the leisure farm.

目 錄
頁次
摘 要 .........................................................Ⅰ
Abstract .....................................................Ⅱ
致謝詞 .........................................................Ⅳ
目 錄 .........................................................Ⅴ
表目錄 .........................................................Ⅶ
圖目錄 .........................................................Ⅸ
第一章 緒論 ................................................. 1
第一節 研究動機 ......................................... 1
第二節 研究目的 ......................................... 4
第三節 研究範圍 ......................................... 5
第四節 研究流程 ......................................... 6
第二章 文獻探討 ............................................. 8
第一節 服務的定義與特性 ................................. 8
第二節 品質的定義 ..................................... 9
第三節 服務品質的定義與評量 .............................10
第四節 顧客滿意 .........................................15
第五節 顧客行為意向 .....................................21
第六節 服務品質、滿意度與行為意向之關係 .................23
第七節 休閒農業 .........................................28
第三章 研究方法 .............................................32
第一節 研究架構 .........................................32
第二節 研究假說 .........................................33
第三節 研究變數定義與衡量方法 .........................34
第四節 問卷設計 .........................................36
第五節 資料蒐集方法 .....................................38
第六節 資料分析方法 .....................................39
第四章 研究分析與結果 .........................................44
第一節 量表信度與因素分析 .............................44
第二節 敘述性統計分析 .................................50
第三節 集群分析與區別分析 .............................56
第四節 結構方程模式(SEM)分析.............................66
第五節 人口統計變數在各構面之差異性分析 .................78
第五章 結論與建議 .............................................84
第一節 研究結論 .........................................84
第二節 管理意涵 .........................................86
頁次
第三節 研究限制及後續研究建議 .........................89
參考文獻 .....................................................90
附錄A 知覺服務品質、滿意度及行為意向量表及分量表信度分析表.....96
附錄B 「休閒農場知覺服務品質、遊客滿意度與行為意向關係之研究」調查問卷....102

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三、相關網站
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