中華職棒大聯盟十八年總冠軍賽賽會服務品質與滿意度之相關性研究

A Study of the Relationship between Event Service Quality and Customer Satisfaction on the CPBL Taiwan Series in 2007

范峻豪(Chun-Hao Fan) ； 劉蕙怡(Hui-Yi Liu)

《大專體育學術專刊》 97年度 (2008/05) Pp. 333-339

https://doi.org/10.6695/AUES.200805_97.0046

摘要

目的：了解中華職棒大聯盟總冠軍賽賽會服務品質與滿意度之情形。方法：本研究以2007年10月20日澄清湖棒球場所舉辦總冠軍賽現場觀眾為受試對象。採用立意取樣（purposive sampling）的方式進行問卷調查，採樣人數共400人；以描述性統計、單因子變異數分析、Pearson相關及t檢定進行統計分析。結果：總冠軍賽的現場觀眾，以男性、年齡在25歲以下的學生為主。現場觀眾不同的背景變項在賽會服務品質與滿意度的單因子變異數分析結果中，年齡、職業、教育程度、每月所得及觀看比賽次數上有差異存在。研究結果也顯示賽會的服務品質與滿意度之間有高度的正相關。結論：現場觀眾對於會場的設備品質與現場氣氛評價較高，也代表球團對於球場的用心維護與經營獲得觀眾的認同，並讓現場觀眾感受到良好的服務品質。

關鍵字

職業棒球 ； 澄清湖棒球場 ； La New熊

並列摘要

Purpose: The purpose of this study was to understand the service quality and customer satisfaction on the Chinese Professional Baseball League(CPBL) Taiwan Series in 2007. Methods: The 400 survey attendants were customers of CPBL and they filled in survey questions at the Cheng-ching Lake Baseball Field with October 20, 2007 of Taiwan Series. Adopt conception to take a purposive sampling on questionnaire investigation. According to the data collected from survey, it could be analyzed by descriptive statistics, t-test, one-way ANOVA and Pearson's r. Results: The most customers of Taiwan Series were males whose ages were under 25 years old, and they are students .The demographic variable of Taiwan Series notably different service quality and satisfaction include ages, careers, level of education, average monthly and watch time incomes. The research findings showed that service quality and satisfaction were correlated. Conclusion: The equipment quality in meeting-place of customer appraise relatively high. As to the thing that the motive of the court is maintained and management, let the customer experience good service quality on behalf of the ball group. And can be improving to customer's place not more satisfactory.

並列關鍵字

professional baseball ； Cheng-ching Lake Baseball Field ； La New Bears