第34屆世棒賽賽會服務品質與服務滿意度研究

本研究為瞭解運動賽會舉辦之服務品質與服務滿意度，採用立意抽樣法針對400位參與2001年第34屆世界盃棒球錦標賽之現場觀眾進行研究，最大抽樣誤差為±5%。以數字、百分比、交叉分析和標準差表達結果，因素分析，達到資料構面縮減的目的，雙因子變異數(Two-Way AN○VA)分析性別與不同球場之觀眾在賽會服務品質及服務滿意度之間是否具顯著作用，α檢定數值0.05進行統計考驗。結果顯示：一、賽會服務品質依題項平均數表示，最佳是服務人員儀容外觀、服務人員服務意願、廣告設置位置清楚明顯、球場座位舒適性、服務人員服務態度、球場指引標示清楚明顯。二、賽會服務滿意度依題項平均數表示，最佳是整體滿意度、球場燈光照明設備、球隊比賽精采程度、球場音響效果、比賽宣傳、觀眾對球賽加油助威之參與程度。三、賽會服務品質之因素構面為「服務心態」、「環境清潔」、「球場軟硬體服務」與「球場附屬週邊服務」，服務滿意度之因素構面為「商食品銷售服務」、「球場服務品質」、「賽事氣氛營造」與「票務服務」。四、雙因子變異數分析性別與不同球場觀眾在服務品質因素均不具顯著作用。（一）主要效果比較分析「服務心態」，高雄球場和新莊球場及天母球場均優於嘉義球場，達顯著差異。（二）「環境清潔」是新莊優於高雄及嘉義；天母優於嘉義，達顯著差異。（三）在性別因子方面，男性認為「球場軟硬體服務」較好，與女性認知不同，達顯著差異。球場因子方面，高雄和新莊及天母均優於嘉義，均達顯著差異。（四）「球場附屬週邊服務」是新莊優於嘉義，達顯著差異。五、性別與不同球場之觀眾在賽會服務滿意度之因素均不具顯著作用。（一）主要效果比較分析「商食品銷售服務」，天母及新莊均優於嘉義，達顯著差異。（二）「球場服務品質」是新莊和高雄及天母均優於嘉義，達顯著差異。（三）「賽事氣氛營造」是高雄優於新莊及嘉義；天母優於新莊及嘉義；新莊優於嘉義；高雄和天母及新莊均優於嘉義，均達顯著差異。

關鍵字

服務品質；服務滿意度

並列摘要

This study was to understand the service quality of a sports event and peoples’ satisfaction, purposive sampling was used and total 400 people who were involved in 2001 XXXIV Baseball World Cup were sampled, the sampling error was ±5%. The results were presented with frequency, percentage, crosstabs, and standard deviation, factor analysis was exercised for components as a variable reducing scheme, Two-Way ANOVA was operated to realize if service quality and customer satisfaction of this event have significant interaction among participants with different type of sex and from different baseball stadium, α=0.05. The findings indicated that: 1. Service quality of the event items shown in mean, following were the best ”staff's outlook”, ”staff”s willingness to work”, ”position of advertisement is obvious”, ”the comfort of seats”, ”staff's working attitude”, and ”indication sign inside the stadium is easy to follow”. 2. Customer satisfaction of the event items shown in mean, following were the best ”overall satisfaction”, ”lighting equipment”, ”attraction of game itself', ”stereo effect in the stadium”, ”publicity of the event”, and ”audience's cheering voice”. 3. Factor analysis of the structure of service quality of the event included: ”service attitude”, ”cleanness of the environment”, ”all facilities in the stadium”, and ”accessory service”, Factor analysis of the structure of service satisfaction of the event included: ”food stand service”, ”service quality of stadium”, ”creating ability of atmosphere of the event”, and “ticketing service”. 4. Applying the Two-Way ANOVA, participants with different type of sex and from different baseball stadium have no significant interaction among ”service attitude”, ”cleanness of the environment”, ”all facilities in the stadium”, ”accessory service” as factors of service quality of the event. (1) With main effect analyzing ”service attitude”, there were significantdifferences among each stadium. Kao-Hsung, Hsin-Chung, and Tein-Mu werebetter than Cha-Yi. (2) For ”cleanness of the environment”, Hsin-Chung was superior to Kao-Hsung and Cha-Yi, Tein-Mu was better than Cha-Yi, there were significant differences among them. (3) For sexual factor, male indicated ”facilities in the stadium” was better, which was different than female's recognition, there was a significant difference. For stadium factor, Kao-Hsung, (4) Hsin-Chung, and Tein-Mu were better than Cha-Yi, there were significant differences among them. (5) For ”accessory service”, there was a significant difference between Hsin-Chung and Cha-Yi. 5. Participants with different type of sex and from different baseball stadium have no significant interaction among ”food stand service”, ”service quality of stadium”, ”creating ability of atmosphere of the event”, “ticketing service” as factors of service satisfaction of the event. (1) For ”food stand service”, Tein-Mu and Hsin-Chung were better than Cha-Yi, there were significant differences among them. (2) For ”service quality of stadium”, Hsin-Chung, Kao-Hsung, and Tein-Mu were better than Cha-Yi, there were significant differences among them. (3) For ”creating ability of atmosphere of the event”, Kao-Hsung was better than Hsin-Chung and Cha-Yi; Tein-Mu was superior to Hsin-Chung and Cha-Yi; ilsin-Chung was greater than Cha-Yi; Kao-Hsung, Tan-Mu, and Hsin-Chung were all better than Cha-Yi, there were significant differences among them.