休閒高爾夫運動消費者滿意度之研究－以斗六市台糖綠揚高爾夫練習場為例

The Research into Consumers' Satisfaction of Leisure Golf Players in Touliu Green-Young Golf Driving Range

林恩賜(En-Szu Lin)

《休閒運動期刊》 5期 (2006/05) Pp. 75-85

https://doi.org/10.29909/IWCMAT.200605.0008

摘要

本研究目的主要探討利用休閒高爾夫運動消費者對練習場滿意度構面要素及比較不同構面因素對消費者滿意度重視程度與實際感受間之心理要素。並比較不同精熟技能程度者對各構面要素消費滿意度之差異情形，提供消費者選擇練習場之參考指標及做爲經營者應加強哪方面改善時之參考指標。
本研究利用95年農曆年期間作爲取樣日期，期收多元研究對象的參考，所得結論較爲合理且客觀。共獲得有效樣本412位爲研究對象，並以自編之「休閒高爾夫運動消費者滿意度量表」爲研究工具，實施問卷調查。經有效之統計分析、t考驗、變異數分析後，獲得下列結果：
一、斗六市台糖綠揚高爾夫練習場消費者滿意度構面共有七個：
（一）消費者至上
（二）服務態度
（三）行銷廣告
（四）餐飲販售
（五）用品專賣
（六）便利與專業
（七）設施與消費
二、從重視程度與實際感受表現來看，其落差值有四個均爲負值，表示實際感受滿意度高於重視程度，本練習場消費滿意度高，服務品質十分滿意。
三、精熟技能者對消費滿意度最高構面為消費者至上，不精熟技能者則對便利與專業構面感到滿意度最高。

關鍵字

消費者 ； 滿意度 ； 高爾夫 ； 休閒運動

並列摘要

The purpose of this research is to probe into satisfaction framework elements of leisure golf players in golf driving range and compare the elements of consumers' importance and actual feelings between different frameworks. In addition, we also study the satisfaction of different skilled level players. According to the results of this study, consumers will know how to choose good golf driving ranges and the golf driving range managers will also get some ways to improve their services.
There are 412 golf players recruited from Youliu Green-Young Golf Driving Range by questionnaire of 「Leisure Golf Consumer Satisfaction Scale」 during Lunar New year vacation. The information collected and analyzed by t-test, analysis of variance (ANOVA). The results are showed as following:
1. There are 7 frameworks of consumers' satisfaction in Youliu Green-Young Golf Driving Range:
A. Customer is always the most important
B. Serve manner
C. Marketing and advertisement
D. Foods and drinks
E. Professional products
F. Convenience and profession
G. Equipments and consumption
2. According to the importance and actual feeling, there are four negative different level values. That means the actual feeling is better than importance. The consumers of this golf driving range are satisfied with the services.
3. The players with higher skilled level are most satisfied with the framework of ”Customer is always the most important” The players with lower skilled level are most satisfied with the framework of ”convenience and profession”.

並列關鍵字

Consumer ； Satisfaction ； Golf ； Leisure Sport