Using MANOVA to evaluate service process satisfaction of a tourism factory-A case of Brand's Health Museum

Tourism factory project was initiated by the government in Taiwan to encourage the traditional manufacturing companies with unique, industrial history, and culture to transform into tourism factories since tourism industry has become a new leisure industry in the twenty-first century. By becoming a tourism factory, customer satisfaction which is highly dependent on the behaviors of the front-line service providers is the key for a successful tourism factory. This study uses Brand's Health Museum, one of the excellent tourism factories, as an example to examine how the behaviors of the front-line service providers influence the customers' perceptions in service quality by its internal customer survey with 394 effective questionnaires. Multivariate analysis of variance was performed to show how demographic variables affect seven service items of service process satisfaction. In summary, different age groups have different impacts on gift shop service satisfaction. Bonferroni method further indicates that age group of 21-30 years old perceives statistically significantly lower satisfaction than age group of 20 years old and below. Besides, age group of 21-30 years old has the lowest mean value on gift shop service satisfaction due to sensitive to product prices. With the above information, management can plan different marketing strategies and then take different actions for different age groups.