服務品質與顧客滿意概念於運動中心經營之重要性

The Importance of Introducing Service Quality and Customer Satisfaction to ChunShan Sports Center

林秉毅(Bing-Yi Lin) ； 黃任閔(Jen-Min Huang) ； 劉田修(Tien-Hsiu Liu)

《屏師運動科學學刊》 第1期 (2004/12) Pp. 44-54

摘要

環境顧客需求正急速地變化中，要掌握顧客的需求已愈來愈困難。運動服務業人員可能因服務熱誠不足，或運動專業知識的陌生而導致顧客流失的情況，經常可見。可知一個設備規模完善的運動中心，如在顧客及員工的服務品上沒做好全盤管理，將是會影響此一運動中心的營運成敗關鍵。
本研究冀以探討服務品質與顧客滿意的相關概念，並討論在中山運動中心經營時能有參考依據與借鏡，其以讓本研究的相關論點或結論，成為運動中心經營管理時之參考，並使經營業者於經營時能訂定出更完善的營運策略。本研究採用文獻分析法，將所蒐集之期刊、論文等加以整理、歸納、分析、解釋並輔以網路資訊內容加以分析作進行研究探討。
本研究結論如后：
建構運動設施經營以「人」為導向的營運，已是不可或缺的重要關鍵。以高品質的服務人員之服務過程，來滿足消費者的需求與慾望，創造顧客滿意度，進而提升顧客忠誠度，都是種種提高經營效益的方法。據此，做好此三順管理營運方式，讓臺灣第一做運動中心能成為往後運動中心經營管理之範例，將是提升全民運動風氣與落實國民基本體適能之基本準則。

關鍵字

服務品質 ； 顧客滿意 ； 運動中心 ； 經營

並列摘要

The needs of customers are changing rapidly and it has become more difficult to grasp customer's needs. Staff of sports centers might not provide quality services or professional knowledge to customers that caused low retaining rate. Therefore, a sports center with top of the line facility but have low service quality is going to lose the market. The key to successful in the business is not only the well-equipped sports center, but also quality service provided by the staff.
The purpose of the study is to investigate the related concepts of service quality and customer satisfaction and apply the concepts to the management of Chunshan Sports Center. The results of the investigation can be generalized and provide guidelines to other sports center for a more complete management strategy. The study surveyed, examined, and analyzed related journal articles, thesis, and dissertation related to service quality and customer satisfaction to scrutinize the concepts of service quality and customer satisfaction.
The results of the study indicated the key to management of sports centers should be ”person” oriented. One of the strategies to improve management efficiency is through high quality service provided by staff, the needs and desires of customers are fulfilled and create customer satisfaction in order to increase customer loyalty. By implementing such strategy, Chunshan is able to offer valuable management examples to other sports centers in Taiwan.

並列關鍵字

service quality ； customer satisfaction ； sports center ； management