棒球運動近年來在許多重要的國際賽事中都有耀眼的表現,職業棒球運動又再次推向高峰,然而我國內精采的職業棒球比賽卻往往因為球場設施品質的低落,而令人在觀賞時感到遺憾。許多研究指出,球場設施環境與服務品質是影響觀眾到現場看球的重要因素之一,而提升球場之服務品質,滿足現場觀眾之需求與期望,才能不斷提高觀眾進場看球之意願。 本研究對象為二○○五年四月十二日至二○○五年五月二十四日期間,在新莊、台中、台南三地所觀賞球賽之547名觀眾,探討職業棒球場地之服務品質與品質技術,以因素分析方法萃取出球場實體設施面、球場安全與服務保證面、球場信賴可靠面、球場體貼關懷面、球場服務互動面等五項服務品質構面,再利用品質機能展開法之分析結果,得到「顧客權益維護」、「場內設施增新與維護」、「貼心的關懷與服務」、「周邊環境維護與營造」、「服務人員專業訓練」等前五項重要品質優先改善項目,本研究根據此結果提出有效之改善策略,提供職業棒球場地經營之管理單位做一參考,期望職業棒球場之觀眾能有一更舒適之看球空間。
Taiwan baseball team has been performing greatly in a lot of international games in recent years, thus the professional baseball is getting extremely popular and exciting again. However, the quality of stadium is unsatisfying. According to many researches, one of the important factors to influence people’s will to the professional baseball games is the facility and environment of the stadium. Therefore, improving the service quality of the stadium to meet audience's expectation should attract more people go to the baseball games. This research studies the audience of Sinjhuang, Taichung, and Tainan stadiums through April 12, 2005 to May 24, 2005. This research consists of 547 effective questionnaires, measured by factor analysis as the following five factors on service quality: facilities, guarantee, trusty, considerate service, and interaction. After executing quality function deployment model, we learned the top five quality scopes; they are customer rights, equipment maintenance, caring service, surrounding environmental formation and staff training. The study suggests effective improvement tactics and management of the professional baseball stadium, thus, customer satisfaction can be enhanced by improving the five dimensions and a comfortable stadium future can be expected.