基于服务主导逻辑的科技馆观众满意度研究——以中国科技馆的观众满意度调研为例

Audience Satisfaction of Science and Technology Museums Basedon Service-Dominate Logic：Case Study of China Science andTechnology Museum

中文关键词: 科技馆 观众满意度 服务主导逻辑 结构方程模型

英文关键词: science and technology museum  audience satisfaction  service-dominate logic  structural equation model

中文摘要:

      科技馆在提升全民科学素质的过程中发挥着重要作用。为了使科技馆能更好地了解公众诉求，引导 科技馆改善服务质量水平，本研究选择中国科学技术馆作为调研对象，共收集5 032 份有效问卷，从观众期 望、观众参与、感知质量、感知价值和观众满意五个维度构建了基于服务主导逻辑的科技馆观众满意度结构 方程模型，探究了各潜变量间作用机理。基于数据分析和模型结果，提出了中国科技馆提升观众满意度的管 理策略和建议：树立期望管理意识，加大社会宣传力度；提升科普与科学教育质量，激发观众参与热情；打 造数字信息服务，持续跟进观众体验；加强平台营销控制，提升观众价值感知。

英文摘要:

      Science and technology museums hold the key to promoting the scientific literacy of society. For better understanding the demand of the public and guiding the museums to improve service quality， this study selected China Science and Technology Museum as the object with a total of 5032 valid questionnaires collected，and PLS-SEM（structural equation model）was applied to get insight into the relationship between audience expectancy，audience participation，perceived quality，perceived value and audience satisfaction. According to data analysis and outputs of the model，this paper put forward management strategies and suggestions for improving audience satisfaction：（1）establishing expectation management consciousness and intensifying social publicity；（2）improving science education quality and stimulating audience’s enthusiasm in participation；（3）creating digital information services and tracking audience’s experience，tightening platform’s marketing controls；（4）enhancing audience’s value perception.