土城國民運動中心服務品質之研究

A Study of the Service Quality of Tu-Cheng Civic Sports Center

高皓筠(Hao-Yun Kao) ； 謝瑞萍(Jui-Ping Hsieh) ； 周宇輝(Yu-Hui Chou)

《臺灣體育運動管理學報》 18卷2期 (2018/12) Pp. 159-179

https://doi.org/10.6547/tassm.201812_18(2).0003

摘要

目的：本研究透過PZB理論探討新北市土城國民運動中心消費者與管理者服務品質期望與認知之差異。方法：採用便利性抽樣進行問卷調查，以土城國民運動中心消費者與內部管理者為研究對象，分析Gap1顧客期望與管理者之認知差距；Gap5 顧客期望服務與認知服務之間的差距；資料統計分析採用描述性統計、t檢定。結果：一、得到土城國民運動中心消費者目前運動型態分佈之現況；二、消費者與管理者之間服務品質期望與認知上有明顯差異，管理者自評提供服務滿意度高於消費者服務感受；三、消費者服務品質期望與認知達顯著差異，消費者重視服務感受，實際服務感受卻不如預期。結論：本研究經由PZB分析探討，發現土城國民運動中心消費者運動型態，為青壯年與中壯年，設施以健身房與游泳設施為主，運動時間以2個小時，其中場館特色冰宮設施，大幅吸引不同地區消費者前往體驗，顯示國民運動中心擁有特色設施會吸引多樣化之客群。本研究透過PZB理論分析，發現消費者期望與管理者服務品質存在服務品質缺口，其服務感受明顯有差距，消費者與管理者兩端服務感受與認知上有明顯差異。

關鍵字

服務品質 ； PZB模式 ； SERVQUAL

並列摘要

Purpose: This research used PZB theory to study New Taipei City's Tu-Cheng Civic Sports Center, investigating the differences between the customers' expected and perceived service and managers' perceptions of the service. Methods: The data were collected through convenience sampling. Questionnaires were answered by the customers and managers of New Taipei City's Tu-Cheng Civic Sports Center. PZB theory was applied to analyze gap one, namely the differences between customers' expectations and managers' perceptions of customers' expectations, and gap five, namely the differences between customers' expected and perceived service. The research data were processed using descriptive statistics and a t test. Results: (1) A significant difference was apparent between customers' experiences and managers' perceptions. The satisfaction level reported in the managers' self-evaluations was higher than the actual experience of the customers. (2) The difference between customers' expectations and experiences was also significant, indicating that the customers had a high expectation for the service at the Civic Sports Center but their experiences did not meet their expectations. Conclusion: This study investigated customer experience at the New Taipei City Tu-Cheng Civic Sports Center through the application of the PZB model. The majority of customers were between their teen years and middle age, and most of them exercised for 2 hours per visit. The swimming pool and gym were the most popular facilities at the center. The New Taipei City Tu-Cheng Civic Sports Center stands out from other sports centers in the Taipei / New Taipei metropolitan area and attracts people from other districts because of its unique ice palace, which may motivate customers to choose this center over others. This would indicate that having a special-feature facility at a civic sports center could attract a variety of customers. Even through the use of Gap analysis, this research demonstrated the existence of a significant difference between customers' expectations and managers' perceptions of service quality.

並列關鍵字

Quality of Service ； PZB model ； SERVQUAL

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