運動服務業品質改善系統建構之研究－個案分析

A Case Study of Establishing Quality Improvement System for Sports Service Industry

顧麗玲(Li-Lin Ku) ； 黃東城(Tung-Chen Huang) ； 戴延樺(Yan-Hua Dai)

《立德學報》 7卷2期 (2010/12) Pp. 1-12

https://doi.org/10.7080/JLU.201012.0001

摘要

2007年的一連串棒球活動，使得國內又掀起一陣棒球狂熱。要進行棒壘球運動是需要寬廣而專業的場地。對於熱愛棒壘球運動的民眾來說，要在地狹人稠的台灣進行棒壘球運動是一件不容易的事。因此，經過專業規劃及安全性高的棒壘球打擊練習場即是民眾享受棒壘球樂趣的最佳去處。目前棒壘球打擊練習場如雨後春筍般在各縣、市林立，在這競爭激烈的市場上要如何吸引顧客並提昇自己本身的競爭優勢，將是運動服務業經營上的重要一環。顧客滿意是保持企業競爭力的重要關鍵，所以要能夠掌握住顧客的心態，並且以顧客的觀點出發，提供更好的服務品質，使顧客覺得滿意，才能加強顧客的忠誠度。本研究將品質管理的觀念應用於運動服務業上。首先，以Kano二維品質模式中的問卷模式，了解棒壘球打擊練習場之各個品質構面的屬性與重要程度，籍以探討棒壘球打擊練習場的服務品質特性與顧客所重視的滿意指標，以顧客的認知和觀點來探討棒壘球打擊練習場的服務品質。接著，以本個案球場為例，並與另一問球場做競爭分析，以了解本個案球場可以加強之品質構面為何。最後，利用品質機能展間，探討棒壘球打擊練習場服務品質技術與管理重點，並提供改善的策略。以提供棒壘球打擊練習場業者作為改善服務品質的參考。

關鍵字

運動服務業 ； Kano二維品質 ； 服務品質 ； 品質機能展開

並列摘要

A series of baseball activities in 2007, make the home brought about a basebal1 again wildly hot, but play basebal1 and softbal1 is need a big sport ground. So, for the people of like Baseball and Softbal1 sport, in the densely populated and congested environment of the Taiwan to play baseball and softbal1 is not a easy task. Consequently, program after profession and safety of baseball and softball practice field is the best whereabouts that the people enjoy baseball and softball fun. The baseball and softball practice field grows profusely and quickly in each county city. 1n this competition vehemence of the market, how to attract customer and promote competitive advantage will be important in management. But, the management of sport service industry is unlike traditional business. Because customer satisfaction is the important that keeps an enterprise competition ability. So we should be control customer mindset, and set out by the standpoint of customer, and provide a better service quality, make the customer felt satisfied, can also strengthen the loyalty of customer. This study will be applied to the concept of quality management on the sport service industry. First, use questionnaire mode within Kano two-dimensional quality mode to understand each attribute of quality factor and important degree of baseball and softball practice field. We inquire the service quality characteristic of baseball and softball practice field and customer satisfaction index. We inquire the service quality of baseball and softball practice field by cognition and standpoint of customer. Then, this case stadium as an example, and compete analysis with another stadium to understand what is the quality factor that this case stadium can strengthen. Finally, use quality function deployment to inquire the service quality technique and management point of the baseball and softball practice field, and provide improved strategy. We provide the reference that improves a service quality to the manager of baseball and softball practice field.

並列關鍵字

Sports Services Industry ； Kano Model ； Service Quality ； Quality Function Deployment