The Relationships among Service Quality, Satisfaction and Behavioral Intentions in Cycling Competition

單車賽會服務品質、滿意度與行為意圖關係之研究

陳仁精(Ren-Jing Chen) ； 陳美芳(Mei-Fang Chen) ； 李蕙貞(Hui-Chen Lee)

《休閒運動期刊》 11期 (2012/08) Pp. 93-103

https://doi.org/10.29909/IWCMAT.201208.0009

摘要

本研究主要探討單車賽會服務品質和滿意度與行為意圖之關係。本研究採用服務品質量表、滿意度量表和行為意圖量表等三份量表，受試者為雲林縣劍湖山單車賽的參賽者，總共發出200份問卷，回收177份有效問卷，回收率為88.5%。本研究使用SPSS 12.0和AMOS 7.0統計軟體，統計方法包括項目分析、因素分析、信度、效度與結構方程式。本研究結果發現服務品質會直接影響滿意度，滿意度亦會直接影響行為意圖，服務品質則間接透過滿意度影響行為意圖。根據結果，本研究結論發現滿意度為服務品質和行為意圖之重要中介變相，因此建議舉辦運動賽會之相關單位必須注重賽會之服務品質，方能增加滿意度以提昇參賽者之行為意圖。

關鍵字

單車賽會 ； 服務品質 ； 滿意度 ； 行為意圖

並列摘要

The purpose of the study was to investigate the relationship among service quality, satisfaction, and behavioral intentions. Service quality inventory, satisfaction inventory, and behavioral inventory were utilized for data collection from the participants in Janfusun Step Dragon Cup Cycling Competition in Yunlin County, Taiwan. Two hundred copies of questionnaires handed out, with one hundred and seventy seven effective samples, and the retrieve rate was 88.5%. The retrieved questionnaires were analyzed by Statistical Package for Social Sciences for Windows 12.0 and AMOS 7.0 for windows. The data collected were analyzed by frequency, item analysis, factor analysis, reliability test and structural equation model. The result of the study was as following: service quality will affect satisfaction directly, and satisfaction will also affect behavioral intentions directly, but service quality will affect behavioral intentions indirectly through satisfaction. Therefore, satisfaction acted as an important role of the mediator between service quality and behavioral intentions. The findings in which would suggest managers must provide good services to increase satisfaction, and then improve behavioral intentions of the participants.

並列關鍵字

cycling competition ； service quality ； satisfaction ； behavioral intentions