二維模式在自行車賽服務品質之應用

Application of Kano Model in Service Quality for Cycling Competition

李蕙貞(Hui-Chen Lee)

《大專體育學刊》 13卷4期 (2011/12) Pp. 349-358

https://doi.org/10.5297/ser.1304.002

摘要

本研究目的主要是探討2010年劍湖山自行車賽參賽者對於自行車賽服務品質的看法，人數總計有177人。本研究採用二維模式之自行車賽會服務品質問卷，作為瞭解自行車參賽者對於服務品質屬性之歸類，再運用顧客滿意係數的品質改善指標公式，計算增加滿意指標與降低不滿意指標，最後運用四象限圖找出各題項之服務品質滿意與不滿意的程度大小為依據，作為改善服務品質先後順序之決策。本研究結果發現「適合不同年齡層參與」、「舉辦季節及時間相當適合」、「服務人員服務態度親切」、「活動路線引導清晰明確」、「活動沿途景色宜人」、「活動的氣氛佳」等要素是影響參賽者對於自行車賽服務品質的重要因素。根據結果，本研究結論發現多數的服務品質要素不能確實改善參賽者對於服務品質的感受，四象限圖中的第一象限服務品質要素才是影響參賽者服務品質之關鍵，最後針對自行車賽之服務品質提供相關之管理意涵，亦對後續相關研究提出一些建議。

關鍵字

顧客滿意係數 ； 滿意指標 ； 四象限圖

並列摘要

The purpose of the study was to investigate the perspectives of cycling participants regarding to the service quality of the 2010 Janfusun Cycling Competition. One hundred and seventy-seven subjects participated in the study. In order to understand the service quality attributes of the cycling competition participants, the service quality questionnaires for cycling competition were formed by utilizing the Kano Model. After classifying the service quality elements, customer satisfaction coefficient model was used to calculate the satisfaction increment index (SII) and dissatisfaction decrement index (DDI). And then, quadrantal diagram was applied after calculating the average rankings for each SII and DDI to improve the service quality of cycling competition. The results were indicated as: ”competition was suitable for variety ages of participants,” ”competition season and date were appropriate,” ”service staffs had kindness service attitude,” ”guidelines for the route was clear and clarity,” ”competition passed through beautiful scenery,” ”activity was held in good atmosphere;” these six service quality elements were the important factors for affecting the service quality of cycling competition participants. The study concluded that most of the service quality elements could not firmly improve the feelings of the participants, diagram one in the quadrantal diagram was the key point for affecting service quality of the cycling competition. Therefore, suggestions based on managerial meanings were proposed for increasing the service quality of cycling competition and recommendations for further researches were also discussed.

並列關鍵字

customer satisfaction coefficient ； satisfaction index ； quadrantal diagram

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