中部地區高爾夫球場服務品質、消費者知覺價值、滿意度與行爲意向之研究

A Study of Service Quality, Consumer Perceived Value, Satisfaction, and Behavioral Intention for Central Taiwan Golf Club

林聰哲(Tsung-Jer Lin)

《管理實務與理論研究》 2卷4期 (2008/12) Pp. 196-214

https://doi.org/10.29916/JMPP.200812.0010

摘要

本研究以中、彰、投地區九家高爾夫球場擊球消費者爲研究對象，探討高爾夫球場服務品質、消費者知覺價值、滿意度與行爲意向之關聯性，以「高爾夫球場服務品質、消費者知覺價值、滿意度與行爲意向量表」爲研究工具，進行資料蒐集，共計抽取415份有效問卷，所得資料以描述統計及結構方程模式分析等統計方法進行資料分析，其結果發現：
一、中部地區高爾夫球場消費者之特徵，以男性所佔比例較高，教育程度以大專居多，年齡以41-50歲者居多，平均差點以10-19居多，球齡則以1-3年居多。
二、球場服務品質、消費者知覺價值、滿意度與行爲意向間的關聯性，結果得知服務品質對知覺價值、滿意度與行爲意向皆有顯著的正向關係；知覺價值對滿意度與行爲意向有顯著的正向關係；滿意度對行爲意向有顯著的正向關係。

關鍵字

高爾夫球場 ； 服務品質 ； 知覺價值 ； 滿意度 ； 行爲意向

並列摘要

The purposes of this study were to reveal the four characteristics of service quality of golf club and consumer perceived value, satisfaction and behavioral intention in middle Taiwan regional golf club. Four hundred and fifteen golf players served as the subjects of this study in nine golf courses from Taichung, Changhua, Nanto.
The instrument ”The Questionnaire of Service Quality of Golf Club and Consumer Perceived Value, Satisfaction and Behavioral Intention in Middle Taiwan Regional Golf Club” was employed. Descriptive statistics and SEM were utilized for data analysis. Within the scope of the study, it was concluded that:
1. The ratio of male golf players was higher than other players; most of them owned the degree of college; the major of golf players were between 41 and 50 years old. Most of them at the point of golf were 10 to 19 points; most of them were 1 to 3 years of golf experience.
2. The connections of service quality of golf club and consumer perceived value, satisfaction and behavioral Intention were concluded that service quality was significant to consumer perceived value, satisfaction and behavioral Intention with positive relation. Consumer perceived value was significant to behavioral Intention with positive relation. Satisfaction was significant to behavioral Intention with positive relation.

並列關鍵字

golf club ； service quality ； perceived value ； satisfaction ； behavioral Intention

參考文獻

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