我國職業網球錦標賽經營績效評估指標之建構

Constructing Performance Evaluation Indicators of Professional Tennis Tournaments in Taiwan

李仁佐(Jen-Tso Lee) ； 高俊雄(Chin-Hsung Kao) ； 張家昌(Chia-Chang Chang)

《臺灣體育運動管理學報》 18卷1期 (2018/06) Pp. 21-52

https://doi.org/10.6547/tassm.201806_18(1).0002

摘要

目的：本研究旨在探討運動賽會永續經營管理之議題，試導入企業化管理制度，以Kaplan 與 Norton 於1992 年提出的平衡計分卡為理論基礎，建構績效評估指標。方法：先綜整網球賽會相關文獻與專家訪談結果，初步建構評估指標，再採用德爾菲法篩選指標之適切性，並藉由層級分析法分析各層級指標相對權重與重要排序。結果：一、職業網球錦標賽經營績效評估指標包括顧客、財務、內部程序、創新與成長等4 構面，顧客滿意度、服務品質管理、顧客關係、成本管控規劃、創造營收、財務管理、行銷組合策略、健全的組織、人力資源管理、科技資訊服務、賽會經營管理、專業成長、社會服務、創新行銷等14 項指標，賽會週邊商品滿意度等67 個指標內涵。二、賽會利害關係人認為，顧客為經營評估指標最重要之構面，其次為財務、創新與學習、內部程序。結論：提升顧客滿意度及專業服務品質對賽會經營的重要性不容忽視，強調以顧客為中心的理念，為顧客提供最高服務價值的願景，轉化為具體的評估指標，建立經營管理機制，有助於提升賽會經營績效；建議後續研究可依據本研究修訂適合評估各項賽會指標，也可以比較不同產業之績效評估衡量模式。

關鍵字

永續經營 ； 利害關係人 ； 德爾菲法 ； 層級分析法 ； 平衡計分卡

並列摘要

Purpose: The aim of this study was to explore issues relating to the sustainable management of sports events by introducing business administration systems to construct evaluation indicators based on the Balanced Scorecard developed by Kaplan and Norton. Methods: The literature on professional tennis tournaments was reviewed and interviews were held to construct evaluation indicators. The Delphi method was adopted to select and evaluate the appropriateness of the proposed indicators. The analytic hierarchy process was used to analyze the indicators and rank them according to their relative significance and pertinence. Results: 1) The evaluation indicators of professional tennis tournaments included four aspects, namely customers, financial management, internal processes, and innovation and learning; 14 elements, namely customer satisfaction, service quality management, customer relationships, cost control, revenue generation, financial management, marketing mix strategy, organizational health, human resource management, technology information services, event management, professional growth, social service, and innovative marketing; and 67 indicators relating to the satisfaction from event-related products. 2) The stakeholders of a sport event in this study considered event management to be the most crucial aspect, followed by finance, innovation, and initial consequences. Conclusion: Customer satisfaction and the quality of professional services are pertinent factors in organizing tennis tournaments; therefore, a customer-centered belief should be emphasized. The management of sports events could be enhanced by providing high-quality services, transforming them into concrete evaluation indicators, and then establishing a management mechanism. Future research should modify suitable indicators for other sports events and compare different evaluation models among various industries.

並列關鍵字

Sustainable management ； Stakeholders ； Delphi method ； Analytic Hierarchy Process (AHP) ； Balanced Scorecard (BSC)

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