高爾夫球場球友社經地位及顧客滿意度之研究－以屏東縣台鳳高爾夫球場為例

A Study on the Social Economical Status and Customer's Satisfaction of Golfers-For Example of Typhone Golf Course in Pingtung

梁文信(Wen-Hsin Liang) ； 黃任閔(Jen-Min Huang)

《屏師運動科學學刊》 第1期 (2004/12) Pp. 55-71

摘要

The purpose of this research was to find out what the social economical status of the golfers in the golf course are around Pingtung areas, how much they would be satisfied with the service, and to explore whether the differential of status would concern with their customer's satisfaction. The conclusion might provide a good reference for the links proprietor to extend and improve their practice. Questionnaire survey was used for research method of this study. The sample of this study were the golfers of Typhone golf course in Pingtung, especially those who play golf and were used to have meals there. After analyzed with descriptive statistics, factor analysis, One-way ANOVA and Scheffe's test from 152 effective questionnaires, the results are as follows:
Ⅰ. The social economical status of the consumers was:
In all the variables of examinees' backgrounds, there were more males than females; more forty and fifty something than other ages, more married with children, graduated from college, work in civil service, earned 80,000 to 100,000 every month, spent 5000~10,000 for sports activities monthly, having played golf for 2 to 5 years, average differential scores were among 19 to 28, not the members of Typhone golf course, play golf 2~3 times monthly, and many of them have played overseas, besides they would reserve the play before they go.
Ⅱ. The analysis of the golfers' satisfaction showed:
By factor analysis test, there were four categories between the customer's satisfactions: including consumer cost, the feature of the golf alley, the quality of service, and the facility and equipment of the links; all those factors contributed 69.42% share of the score. When evaluated its credibility by Cronbach's a coefficient, its divided and gross measuring score presented internal consistency, i.e. the Cronbach's a coefficient of the divided measuring score was .84, as that of the latter was .82 to .87. It could prove that the scores own some consistency and stability. By the way of from all the consumptive items surveyed, many golfers said that they were most satisfied with ”the panorama of the golf course”, then ”the maintenance of the putting green”, ”the plantations in the links” and ”the service from the receptionist”; while the most unsatisfied items were ”the cost on the golf course and the restaurant”, ”the quality of the restaurant's menu”, and ”the diversity of the meals”.
Ⅲ. While testing how the customer's satisfaction differentiated between the golfers with different social economical status, it showed: After assessing at the results of statistic analysis, there was a significant difference that the golfers with different status in education and occupation present different degree of customer's satisfaction. But those whose incomes weren't the same did not show a significant difference in customer's satisfaction.

關鍵字

高爾夫球場 ； 社經地位 ； 顧客滿意度

並列摘要

The purpose of this research was to find out what the social economical status of the golfers in the golf course are around Pingtung areas, how much they would be satisfied with the service, and to explore whether the differential of status would concern with their customer's satisfaction. The conclusion might provide a good reference for the links proprietor to extend and improve their practice. Questionnaire survey was used for research method of this study. The sample of this study were the golfers of Typhone golf course in Pingtung, especially those who play golf and were used to have meals there. After analyzed with descriptive statistics, factor analysis, One-way ANOVA and Scheffe's test from 152 effective questionnaires, the results are as follows:
Ⅰ. The social economical status of the consumers was:
In all the variables of examinees' backgrounds, there were more males than females; more forty and fifty something than other ages, more married with children, graduated from college, work in civil service, earned 80,000 to 100,000 every month, spent 5000~10,000 for sports activities monthly, having played golf for 2 to 5 years, average differential scores were among 19 to 28, not the members of Typhone golf course, play golf 2~3 times monthly, and many of them have played overseas, besides they would reserve the play before they go.
Ⅱ. The analysis of the golfers' satisfaction showed:
By factor analysis test, there were four categories between the customer's satisfactions: including consumer cost, the feature of the golf alley, the quality of service, and the facility and equipment of the links; all those factors contributed 69.42% share of the score. When evaluated its credibility by Cronbach's a coefficient, its divided and gross measuring score presented internal consistency, i.e. the Cronbach's a coefficient of the divided measuring score was .84, as that of the latter was .82 to .87. It could prove that the scores own some consistency and stability. By the way of from all the consumptive items surveyed, many golfers said that they were most satisfied with ”the panorama of the golf course”, then ”the maintenance of the putting green”, ”the plantations in the links” and ”the service from the receptionist”; while the most unsatisfied items were ”the cost on the golf course and the restaurant”, ”the quality of the restaurant's menu”, and ”the diversity of the meals”.
Ⅲ. While testing how the customer's satisfaction differentiated between the golfers with different social economical status, it showed: After assessing at the results of statistic analysis, there was a significant difference that the golfers with different status in education and occupation present different degree of customer's satisfaction. But those whose incomes weren't the same did not show a significant difference in customer's satisfaction.

並列關鍵字

Golf Course ； Social Economical Stains ； Customer's Satisfaction