1. A Research of Customer’s Satisfaction: A Case Study on One Heart Leisure Farm Hsun Chang Sunny Wei-Ting Huang Kiki Miao-Shan Lai Miao

2. Presentation Outline Chapter One: Introduction Chapter Two: Literature Reviews Chapter Three: Methodology Chapter Four: Analysis Result Chapter Five: Conclusions

3. Chapter One Introduction

4. Background and Motivation of the Study People now pay more attention to their leisure time, and more and more leisure farm are developed. That is why the quality of farms needs to be progressed. The motivation of this study is to research customer satisfaction of One Heart Farm, how to raise the satisfaction of customers and what customers exactly like to experience.

5. Research Purpose To investigate the experiential situation of customers in One Heart Farm To investigate participation motivation of customers in One Heart Farm To investigate the satisfaction of customers in One Heart Farm

6. Hypotheses Most visitors are satisfied to the farm.

7. Limitation of the Study This study could only suit the customers who went to One Heart Farm before, but not include those who went to any correlation farm.

8. Chapter Two Literature Reviews

9. The Origin and Definition of Leisure Agriculture The development of leisure agriculture history in Taiwan had been through in four stages, from early traditional agriculture to sightseeing farm, then to leisure farm. (Cheng, 2003 )

10. The Origin and Definition of Leisure Agriculture (cont.) Sightseeing farm in an early stage (before 1980) Agriculture transformation in developing stage (1980~1999) Leisure agriculture in promotion stage (1999~2000) Leisure agriculture in developing stage (after 2000)

11. The Origin and Definition of Leisure Agriculture (cont.) The following six descriptions show their particular backgrounds of leisure agriculture development in Taiwan. The transition of agricultural structure The appearance of urbanized society The raise of nationals income The change of public consumption The increase of leisure time The improvement of road construction and transportation

12. The Developing Type of Leisure Agriculture Because natural resources are rich in Taiwan leisure agriculture develops many varied types. There are many leisure campaigns providing people places to go. (Wang, 2005)

13. The Developing type of Leisure Agriculture (cont.) The Chinese Institute of Farm Development separated leisure agriculture into four types: Sightseeing Farm Civic Farm B & B : Bed and Breakfast Leisure Farm

14. Definition of Leisure Farm The leisure farm is an extension of business of farm management; the farm which allow people to experience tourism and leisure time is called “leisure farm.” (Chiang, 1989)

15. Development of Leisure Farms The development of farms changed based on the related regulations like Regulation for Counseling and Government of Recreation Agriculture (2002) during 1992 to 2002.

16. The government had defined “leisure farm” in 1996 in the rule “Main Points of Site and Management a Leisure Farm in Taiwan”: 1.Land of a leisure farm cannot be less than five hectares 2.The square footage of leisure facilities cannot be over the percentage of ten 3.The square footage of groundwork cannot be over one hectares except road and parking lot 4.Land of a leisure farm can work out every functions according to the quality of usage and necessaries of management, such as education of agricultural management, agricultural landscapes and natural environment (Veterans Affairs Commission, Executive Yuan, 1997) Development of Leisure Farms (cont.)

17. Types of leisure farms in Taiwan: 1.Production utilizing style 1)Agriculture style 2)Farming style 3)Seafood style 4)Integration style 2. Environment utilizing style 1)Citizen farm park 2)Tourism flower garden 3. Education experiencing style 1)Agricultural museum 2)Integration tourism recreation farm Development of Leisure Farms (cont.)

18. A Definition of Customer Degree of Satisfaction Customer degree of satisfaction means that customer make comment to visible or invisible product after using or experiencing it. (Cardozo, 1965) Expectation and thoughts after using products make the different level of customer degree of satisfaction, so everything from inside to outside of a company should meet the expectation.

19. The Effect on Customer Degree of Satisfaction Three elements of customer degree of satisfaction (Tsai, 1986) There are three ideas the effect customer degree of satisfaction. (Manning, 1986) Three ideas make effect on customer degree of satisfaction. (Chen, 1989) There are four elements that would influence customer degree of satisfaction. (Cheng &Yang, 1995)

20. Motivation of Participation There are three reasons that would make people do recreational activities (Driver & Tocher,1970) 1.Precondition 2.Middle situation 3.Attach goal

21. Chapter Three Methodology

22. Participants 100 tourists in One Heart Leisure Farm

23. Instruments  EXCEL 2007  Questionnaire 26 questions were designed Quantitative research  Based on three variables : background information, motivation of visit, analysis

24. Data Collection We use questionnaire survey in this study and know the customers’ satisfaction with One Heart Farm further through the data of correlation research and the object we discuss in this study.

25. Chapter Four Analysis Result

26. Background Information- Professional

27. Motivation of Visit- Tour Types

28. Analysis

29. Analysis (cont.)

31. Chapter Five Conclusions

32. Conclusions This study of tourist satisfaction is based on literature reviews first, then design a relevant questionnaire by the writers, with regard to perception of satisfaction at One Heart farm. Researchers finally calculate the data and get results to speculate tourist demands and the pros and cons of visiting the farm.

33. In aspect of tourists’ behavior 1.The tourists 2.The location 3.The information

34. Satisfaction The items visitors feel satisfied most are: “Complaint Service (63.7%),” “Variety of Facilities (60.6%),” and “Service of Staffs (59.6%).” The items visitors feel unsatisfied most are: “Facilities of Renovation (23%),” “Cleanliness of Washrooms (17.2%),”and “Safety of Facilities (15.2%).”

35. Suggestions for One Heart Farm 1.The facilities need to renovate from time to time, and put the security check into practice. 2.The design and decoration of overall environment of the farm need to improve and re-design, because the place has no superior to the route’s design that makes the route- planning is not clear and definite.

36. 3.Based on the data, visitors are not satisfied to the cleanliness of environment, so they should clean the environment and washrooms frequently. 4.The introducing service should be varied. They cannot only focus on Taiwanese, but also try to be an internationalized farm. 5.The farm’s marketing strategy should be broadened to let more people easily know the farm and give publicity to increase the number of visitors. Suggestions for One Heart Farm (cont.)

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39. The Day we go to One Heart Farm

41. Q &A

42. About One Heart Farm

43. About One Heart Farm (cont.)

44. Thank you for your attention!