游泳池經營關鍵成功因素之探討

Critical Success Factors for Pool Operators

張旗峰(Chi-Feng Chang) ； 邱翼松(I-Sung Chiu)

《高應科大體育》 11期 (2012/12) Pp. 76-93

https://doi.org/10.29889/KUASPE.201212.0007

摘要

本研究目的旨在探索影響游泳池經營關鍵成功之因素，利用修正式德爾菲研究方法針對15位專家學者進行問卷調查，藉由兩回合連續性專家問卷調查的方式，彙整出24個影響游泳池經營之關鍵成功因素，主要涵蓋「經營管理」、「營運據點」、「行銷策略」與「服務品質」等四大衡量構面。研究結果顯示：1.經營管理之決策思維與軟體系統之建置對成功因素影響甚大，需要游泳池經營者或管理單位詳加考量、審慎評估。2.附有多樣化設施與設備的游泳池越來越多，構築一座有優質的設施設備與優雅舒適使用環境之游泳池，已是市場的趨勢，故營運據點之內外硬體設施對成功因素影響甚大。3.游泳池的經營者或管理者應該並針對市場區隔與特徵採取有效的行銷策略，提供更高的顧客價值，創造經營績效。4.游泳池經營者宜積極提供新鮮感的產品，或創造時勢的話題，以及強化競爭的優勢，才能形成生存的利基，進而吸引客源的投入。結論：於現今求新求變的時代下，游泳池經營者宜在「經營管理」、「營運據點」、「行銷策略」與「服務品質」等四大經營構面之下，不斷地研擬新方案，進而推動與執行新的經營活動，如此才能有效提昇泳客的再購意願，或吸引更多的泳客加入，進而提升市場佔有率，維持成長的營運績效。

關鍵字

游泳池 ； 關鍵成功因素 ； 德爾菲法

並列摘要

The purpose of this study is to explore the critical success factors affect the swimming pool business, using a Modified Delphi research method to conduct a survey of 15 experts and scholars, by way of two rounds of the continuity of the expert survey, compiled 24 pool operators critical success factors, which mainly covers the ”management” and ”operational base”, ”marketing strategy” and ”service quality” four-measure dimensions. The results showed that:1. management decision-making thinking and software systems to build on the success factors exert a great influence, the pool operator or management unit carefully consider carefully assessed.2. attached to diversify the pool of facilities and equipment is more and more, to build a high-quality facilities and equipment, elegant and comfortable environment, swimming pool, is the market trend, the operational base of internal and external hardware facilities is a great impact on success factors.3. The operator or manager of the pool should be for market segmentation and characteristics of effective marketing strategies to provide greater customer value, creating business performance.4. Swimming pool operators should actively provide fresh products, or create topic of the times, and strengthening the competitive edge to form a niche to survive, and thus attract the input of the source. Conclusion: The novelty in the present era and change, a swimming pool operators shouldbe under four business aspects of ”management” and ”operational base”, ”marketing strategy” and ”service quality”, constantly development of a new programs, thus promoting the implementation of new business activities, so that it can effectively enhance the swimmers repeat purchase intention, or to attract more swimmers to join, thus increasing market share, maintaining the growth of operating performance.

並列關鍵字

swimming pool ； critical success factors ； the Delphi method