台灣地區馬拉松賽會服務品質與滿意度之研究

A Study of Service Quality and Satisfaction of the Marathon Event in Taiwan

邱榮基(Jong-Chi Chiu) ； 畢璐鑾(Lu-Luan Pi)

《臺灣體育運動管理學報》 6期 (2008/06) Pp. 1-20

https://doi.org/10.6547/tassm.2008.0001

摘要

本研究以台灣地區2005年五項馬拉松之賽事為例，進行分析參賽者對於賽會舉辦的服務品質及賽會服務滿意度之間的差異與關係。研究方法根據理論與因素分析顯示馬拉松賽會服務品質因素為「互動」、「環境設施」、「提供需求」與「競賽資訊」，滿意度因素為「路線」、「符合期待」、「宣傳」與「服務人員」。結果獨立樣本t檢定顯示女性均比男性參賽者更認同主辦單位在「互動」、「競賽資訊」、「符合期待」與「宣傳」的各項服務與滿意度，單因子變異數分析顯示年齡與職業在服務品質與滿意度因素達到顯著的差異，另外，參賽者在不同比賽的馬拉松賽會服務品質與滿意度單因子變異數分析均達到顯著差異，顯示不同的馬拉松賽會提供不同的服務品質與滿意度。相關分析指出馬拉松賽會服務品質之「互動」與滿意度之「宣傳」、「路線」與「符合期待」之關係相當密切，顯示這些因素互相影響。結論建議主辦單位，將賽會服務流程加以界定和標準化，製作主辦馬拉松賽會服務工作手冊，將此視為馬拉松賽會舉辦與執行的藍本，藉由賽會標準化的操作流程，提升服務品質層次並符合參賽選手的滿意度要求。

關鍵字

馬拉松 ； 服務品質 ； 滿意度

並列摘要

There are not many researches and references related to service quality and satisfaction of a marathon event. This research was aimed at the comparison and discussion of the relationship between service quality and satisfaction from participants' aspect in five marathon events held in Taiwan in 2005. According to the theory and factor analysis, the factors of service quality of a marathon event were ”interaction”, ”environment and facility”, ”provide needs”, and ”race information”; the factors of satisfaction were ”route”, ”expectation met”, ”promotion”, and ”service staff”. The t-test indicated that female participants were more agreeable with service quality of the host offer in ”interaction”, ”race information”, ”expectation met” and ”promotion” than male. ANOVA analysis showed that age and occupation had significant differences in factors of service quality and satisfaction. Furthermore, significant differences were made in different marathon events, meaning different standard of service quality and satisfaction was offered in every marathon event, meaning a different correlation analysis reflected that ”interaction quality” in service quality had the relationship with ”promotion”, ”route”, and ”expectation met” in satisfaction, implying that service quality had close relationship with satisfaction. It is recommended that the marathon association in R.O.C. or affiliated organizations can define the standards of procedure for services provided in a marathon event as a prototype for the host organization's reference while holding and implementing a marathon event. Through using all the standardized procedures, the level of service quality can be elevated and satisfaction can be attained as requested accordingly.

並列關鍵字

Marathon ； service quality ； satisfaction

參考文獻

呂謙(2005)。台灣地區馬拉松賽會參賽者服務管理模式建構與驗證之研究。台灣體育運動管理學報。3，43-76。

盧瑞山(2005)。路跑賽活動品質量表編制之研究：以泰瑞法克斯路跑塞爲例。大專體育學刊。7(2)，59-73。

邱榮基、畢璐鑾(2005)。探討台灣馬拉松運動之發展。大專體育。80，54-61。

AIMS RACE CALENDER

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