Evaluating service process satisfaction of a tourism factory - Using Brands' Health Museum as an example

Tourism factory project initiated by the government in Taiwan encourages the traditional manufacturing companies with unique, industrial history, and culture to transform into tourism factories since tourism industry has become a new leisure industry of the twenty-first century. By becoming a tourism factory, companies can establish a bond between consumers and the brand, generate additional income from entrance tickets and on-site sales, and eventually add values for service innovation. Customer satisfaction is the key factor for a successful tourism factory. Besides, customer satisfaction is highly dependent on the behaviors of the front-line service providers. In this study, a case of Brand's Health Museum is chosen to examine how the behaviors of the front-line service providers affect the customers' perceptions in service quality by internal customer survey. One-way analysis of variance and independent sample t-test are applied to identify which demographic variable(s) might have greater impact on service process satisfaction. The results show that different age groups perceive gift shop service satisfaction differently. Moreover, the age group of 21-30 has the lowest satisfaction since they are more sensitive to product prices.