宜花東三縣市羽球場館消費者消費滿意度之研究

A Study of Consumer Satisfactiond of Badminton Court in of region Yilan, Hualian and Taitung

葉景谷(Ching Ku Yeh)

《臺灣羽球運動學刊》 1卷1期 (2022/06) Pp. 23-36

摘要

緒論：近年來運動場館相關研究大多著重於服務品質及滿意度知議題。方法：本研究主要目的在探討羽球場館消費者的消費滿意度，以宜花東地區羽球場館之現場消費者為主要對象，問卷以便利抽樣方式施測，共發放500份，總計回收有效樣本為485份，回收率97.0%。資料處理工具採描述統計、因素分析、信度分析、t考驗及單因子變異數分析等統計方法進行分析資料。結果：經過資料收集與分析後得到以下之結果：（一）人口背景變項，以男性居多（70.1%），年齡31－40歲（24.7%），婚姻狀況已婚居多（66.1%），教育程度以大學（54.4%），打球年資16－20年（28.4%）居多。（二）不同性別、年齡、婚姻狀況、教育程度與不同收入在消費滿意度皆達顯著差異。結論：提升服務人員的專業知識、服務熱誠與相關休閒設施，將可創造出更多忠實的顧客，研究結果提供國內羽球場館制定營運管理模式之參考與運用。

關鍵字

羽球場館 ； 消費滿意度 ； 宜花東地區

並列摘要

Introduction: recently, most studies related to the sports venues were focus on the service quality and satisfaction issues. Methods: The purpose of this study was to understand consumer satisfied of badminton court. The subject of this study was Yilan Hualian Taitung City. Using random sample collected questionnaires were distributed and 500 questionnaires, 485 valid questionnaires, the effective response rate was 97.0%, questionnaires. The statistical analysis: descriptive statistics, factor analysis and reliability analysis, t-test and one-way analysis of variance. The result showed: (a) population background variable was mostly male(70.1%), age was mostly 31-40(24.7%), was mostly married (66.1%), education degree was mostly University (54.4%), and (b)Significant different had been found consumer satisfied in gender, age, married status, education degree and different income. Conclusion: Improving the professional knowledge, service enthusiasm and related leisure facilities of service personnel will create more loyal customers and also stand as the reference model for other domestic badminton court facilities to operate and manage the development and application.

並列關鍵字

badminton court ； consumer satisfied ； Yilan ； Hualian ； Taitung