應用IPA探討棒球場服務品質關鍵屬性-以臺中洲際棒球場為例

本研究主要目的，在於探討「臺中洲際棒球場」之服務品質現狀，並據以確認影響棒球場服務品質之關鍵屬性，以積極從事改善作為並調配資源，期能提升棒球場的服務品質。研究過程將使用問卷調查法，以購票進場觀賽的球迷為研究對象，進行問卷調查。透過棒球場服務品質量表，利用隨機抽樣的形式蒐集球迷基本資料與其對洲際棒球場服務品質的認知與評價。並且使用重要表現程度分析法（Importance-Performance Analysis，IPA）分析球迷對球場的重視期望與服務品質滿意度，從而確認影響棒球場服務品質的關鍵屬性。根據研究結果提出具體建議：一、加大觀眾席座位間隔距離。二、與大眾運輸公司配合，增加球場與車站來往接駁車。三、增加球場活動多元化。四、增設洗手間設備。期許能提供球場管理者更深切了解球迷需求的參考，以期提高球場服務品質滿意度，增加球迷進入球場觀賽的意願，進而讓中華職業棒球環境更加優化。

關鍵字

棒球場；服務品質；重要表現程度分析法；關鍵屬性

並列摘要

The main purpose of this study is to explore the current status of the service quality of the "Taichung Intercontinental Baseball Stadium" and to identify the key attributes that affect the service quality of the baseball stadium, so as to actively engage in improvement actions and allocate resources in order to improve the service quality of the baseball stadium. The research process will use the questionnaire survey method, and the fans who buy tickets to watch the game will be the research subjects. Through the baseball stadium service quality table, random sampling was used to collect basic information of fans and their cognition and evaluation of the service quality of intercontinental baseball stadiums. Importance-Performance Analysis (IPA) was used to analyze fans' expectations of the stadium and their satisfaction with service quality, thereby identifying the key attributes that affect the service quality of baseball stadiums. The research results show that the service quality of Taichung Intercontinental Baseball Stadium has good reliability and validity. Based on the research results, specific suggestions are put forward: 1. Increase the distance between seats in the auditorium. 2. Cooperate with public transportation companies to increase the number of shuttle buses between the pick-up field and the station. 3. Increase the diversity of stadium activities. 4. Add toilet facilities. We hope that this will provide a reference for stadium managers to better understand the needs of fans, thereby improving satisfaction with the quality of stadium services, increasing fans' willingness to enter the stadium to watch games, and thereby further optimizing the environment for Chinese professional baseball.