Establishing a Sports Sponsorship Service Quality Assessment Model

運動贊助近年來在金額及規模上不斷的成長，企業投入運動贊助的趨勢也無減緩的跡象，但是從運動贊助相關研究來看，如何強化運動組織及企業間之贊助合作關係較少被提及。本研究主要藉由審視運動贊助相關文獻，包含定義及交換理論(exchange theory)，及結合服務品質(service quality)、企業商業行為(business-to-business)概念提出一評估運動贊助服務品質之架構。服務品質在許多產業中都被視為極重要之行銷策略，尤其是運動產業若能針對贊助商及顧客提供最佳的服務將能在競爭激烈的市場中脫穎而出。因此強調服務品質，能強化運動贊助關係之維繫，並有助於運動組織尋求贊助金挹注，以利運動相關賽會及活動之舉辦。

關鍵字

運動贊助；服務品質

並列摘要

Although the development of sports sponsorship seems to be strong and shows no sign of slowing down, from the academic standpoint, there is a deficiency in theoretical basis and empirical research on enhancing the sponsorship relationship. Therefore, this paper began with the literature review of sponsorship and went on to discuss the service quality and business-to-business relationship. Finally, a potential model of assessing service quality in sponsorship was presented. Service quality has been recognized as a necessary marketing strategy for many industries. In sports industry, particularly those sports organizations delivering excellent service quality to corporate sponsors and customers will be distinguished from other competitors. Consequently, service quality must be addressed as a component of excellent marketing in soliciting and strengthening the sponsorship relationship.

並列關鍵字

sponsorship ； service quality

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