Journal of Taiwan Agricultural Research

Author:Shu-Fen Shiau, Yu-Shih Hsieh, and Lit-Fu Chan*

Abstract:

    In addition to the domestic agricultural studies, Taiwan Agricultural Research Institute (TARI) also focused on the exhibition of research and development achievements to highlight the work scheme and effectiveness. The five-point Likert scale questionnaire survey of the satisfaction of visitors in 2013 was designed for a better understanding of their views on our exhibition content and guide service. There were 193 valid returned questionnaires in total, which the effective response rate was 93.2%. The research results indicated that the main motivation of visit was learning, other reasons included being attracted by the characteristics of TARI and work requirements. After the visit, the visitors showed positive response to the guide provided by TARI and felt satisfied with it in common. Among the 20 service evaluation variables, “design of poster- the font of poster is proper,” “video playing- the content of video is interesting and creative” and “the docent- the guide is inspiring” were obviously better than expectation. With the importance-performance analysis, we discovered the satisfaction of “video playing- the length of video is proper,” “the docent- time control of the guide” and “the docent- the volume and speed of speaking are proper” were below expectation and worth improving. As to the overall service, the satisfaction of “the arrangement of docents” was identically the highest (4.63 ± 0.49). The satisfaction of the benefit for work after visiting was 4.18 ± 0.64, the willing for visiting again or recommending to others was 4.51 ± 0.57 and 4.45 ± 0.57, which revealed the fruitful achievements of TARI. With data analysis of this survey, we may not only understand the visitors’ expectation and satisfaction of the quality of our guide service, but also clarify the service gap for further improvement.

Key words:Importance-Performance analysis, Interpretation media, Satisfaction questionnaire, Motivation analysis, Service gap

Download: PDF Links