羽球館經營影響消費者滿意度因素研究-以台中市羽球館為例

The Influence of the Consumer Satisfaction in Badminton Hall Operation.— A Case Study of Taichung City Badminton Halls

莊文欽(chuang-wen-chin)

指導教授 ： 蘇文斌

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2011年)

摘要

本論文研製之研究旨在瞭解台中市羽球館經營與休閒運動消費者之相關。台灣的各類公共運動設施逐漸步入商業化與民營化的時代，經營者要以顧客為導向的服務，加上羽球場(館)的設施是國人在休閒運動上的重要需求，故以台中市羽球301位閒運動消費者研究對象，以自編之「羽球館經營影響消費者滿意度之因素研究問卷」、「羽球館經營影響消費者重要程度之因素研究問卷」為研究工具，進行問卷調查。根據實際調查所得資料，以描述性統計、因素分析、多因子變異數分析、獨立樣本t檢定及皮爾森積差相關等分析統計方法，經spss12.0.統計軟體進行分析，得到以下結論：
一、台中市羽球館休閒運動消費者之基本資料分析。
二、羽球館經營運動消費者滿意度及重要程度要素之構面可包括：（一）場地、器材設備（二）人力資源（三）交通問題（四）活動舉辦（五）營運管理。
三、台中市羽球館經營休閒運動消費者的滿意度及重要程度均以「活動舉辦」最高。
四、台中市羽球館經營對於休閒運動消費者的滿意度統計變項有顯著差異。
五、台中市羽球館經營對於休閒運動消費者的重要程度統計變項有顯著的差異。
六、台中市羽球館的休閒運動消費者的滿意度與重要程度的相關程度呈現有顯著的差異。

關鍵字

休閒運動 ； 消費者行為 ； 滿意度

並列摘要

This study is to understand the relationship in between the management of badminton halls and the recreational sports related consumers in Taichung City. As Taiwan's various types of public sports facilities is entering the era of commercialization and privatization, the important demands in the recreational sports are the customer-oriented services which the operators provide and the badminton court (hall) facilities which the operators have. 301 leisure badminton sport consumers in Taichung City were carried out in the study, and "The questionnaire of the affect of consumer satisfaction in the badminton hall operation." and "The questionnaire of the importance of consumers in the badminton hall management." were the tools for the study. The received data was analyzed by Descriptive statistics, Factor analysis, Multi-factor analysis of variance, Independent sample t test and Pearson correlation, and Spss12.0. statistical software analysis to get the following conclusions:
1. The personal information of recreational sports consumers in Taichung City badminton halls.
2. The elements for the recreational sports consumer satisfaction and the importance for consumers in the badminton hall business in Taichung City are (a) space, facilities and equipments (b) human resources (c) traffic issues (d) (e) operation and management.
3. The sports events and activities were the most important elements for the recreational sports consumer satisfaction and the importance for consumers in the badminton hall business in Taichung City.
4. There was a significant difference in between the recreational sports consumer satisfaction and the badminton hall business in Taichung City.
5. There was a significant difference in between the importance for the recreational sports consumers in the badminton hall business in Taichung City.
6. There was a significant difference in between the consumer satisfaction and the importance for the recreational sports consumers in the badminton halls of Taichung City.

並列關鍵字

recreational sports ； consumer behavior ； satisfaction

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