棒球運動近年來在許多重要國際賽事都有耀眼的表現,然而國內職業棒球比賽卻常因爲球場設施品質低落,而令觀眾球迷感到失望。許多研究指出,球場設施環境與服務品質是影響觀眾球迷到現場看球的重要因素之一。因此,提升球場之服務品質,滿足現場觀眾球迷之需求與期望,才能提高觀眾球迷進場看球之意願。本研究對象爲新莊、台中、台南三地現場觀賞球賽之觀眾球迷,探討職業棒球場地之服務品質與服務設計與管理需求之品質技術,以因素分析方法萃取出球場實體設施面、球場安全與服務保證面、球場信賴可靠面、球場體貼關懷面、球場服務互動面等五項服務品質構面,再利用品質機能展開法之分析結果,得到「顧客權益維護」、「場內設施增新與維護」、「貼心的關懷與服務」、「周邊環境維護與營造」、「服務人員專業訓練」等前五項關鍵重點品質技術。
Taiwan baseball team has been performing greatly in a lot of international games in recent years. However, the quality of stadium is unsatisfying. According to many researches, one of the important factors to influence people's willing to the professional baseball games is the facility and environment of the stadium. Therefore, improving the service quality of the stadium to meet audience's expectation will attract more people to watch the baseball games. The studies of this research are the audience of Sinjhuang, Taichung, and Tainan stadiums measured by factor analysis as the following five factors on service quality: facilities, guarantee, trusty, considerate service, and interaction. After executing quality function deployment model, we learned the top five quality scopes; they are customer rights, equipment maintenance, caring service, surrounding environmental formation and staff training.