從顧客體驗觀點非對稱性分析游泳池複合式經營品質

Asymmetrical Analyses of Quality in Complex Swimming Pool from the Perspective of Customer Experiences

高立學(Li-Shiue Gau) ； 曲宏義(Hung-Yi Chu) ； 蔡碩倉(Shuo-Chang Tsai) ； 吳天方(Tain-Fung Wu)

《運動休閒管理學報》 9卷1期 (2012/06) Pp. 39-54

https://doi.org/10.6214/JSRM.201206_9(1).0003

摘要

本研究採用體驗行銷的概念，從顧客體驗的角度，發展游泳池複合式經營品質項目。使用Kano二維品質非對稱性分析，了解各品質項目在滿意面和不滿意面的影響程度，提供非線性思維的資訊給業者，可以更有效精確的使用資源在經營品質項目的改善或維持。研究方法採用問卷調查，以2009年全國衛生局檢驗合格的收費複合式游泳池425間為母體，依不同規模，進行比例配額抽樣。在各現場將問卷發放給消費者填寫，回收有效問卷399份，其中男性172人。問卷內容包括25題經營品質項目，採用正、反兩面問法，受訪者各勾選「滿意、理所當然、沒感覺、能忍受、不滿意」，採用交叉表歸類該項目，進行加總後，以次數比例高者做為該品質的類型。結果顯示有4個當然品質、2個一維品質和19個魅力品質，有5個品質項目的不滿意影響係數大於滿意影響係數。25個品質項目皆沒有無差異品質的項目，顯示有實務上參考價值。當然品質傾向為帶來感官和情緒體驗的項目，特別是有關安全考量的項目，是消費者認為必定要有的。而思考和關聯體驗則傾向為魅力品質，行為體驗的品質類型有待針對不同族群進一步釐清。各業者可以根據其顧客群對各品質項目的重視程度和滿意情況，配合本研究的分類，找到急迫需要改善的項目。

關鍵字

游泳池 ； 體驗行銷 ； Kano ； 品質 ； 複合式經營

並列摘要

In this study, the concept of experiential marketing was applied into the creation of quality items for the management of complex swimming pool from the perspective of the customer experiences. Kano's two dimensional analyses were used to understand the asymmetrical impacts of every quality item on satisfaction or dissatisfaction. This non-linear information will help managers more accurately and effectively use resources to improve or maintain quality. A survey questionnaire was used, including 25 quality items. Respondents were asked to answer ”satisfactory, must-be, neutral, can live with it, or dissatisfactory” for positive and negative inquiries of each quality item. The participants were recruited by quota sampling from the population of 425 private complex swimming pools which past the inspection by Department of Health in 2009. Questionnaires were administered to the consumers at the pools and 399 returned questionnaires were valid with 172 males. A cross table with the two answers by each respondent for each quality item was used to classify every item. The type of quality item was then decided by the highest percentage of frequencies. The results showed that four quality items were must-be, two items were one-dimensional, and 19 items were attractive. There were 5 quality items which had a higher impact on dissatisfaction than that on satisfaction. None of 25 quality items were classified as indifferent items, indicating all these items could have practical values for managers' references. Must-be items were more related to experiences of ”sense” and ”feel”. Particularly, items about security were considered requisite. Quality items related to experiences of ”think” and ”relate” were more likely classified as attractive. As for the items related to behavioral experiences, their classifications could be different by various customer segments. Along with the information of the classification, data about the customers' perceived importance and satisfaction with each quality item in any individual swimming pool can be gathered to help its manager identify urgent item(s) for improvement.

並列關鍵字

Swimming pool ； experiential marketing ； Kano ； quality ； composite operations

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