草衙道大魯閣棒壘球打擊場服務品質對顧客滿意度之研究

Study on the Satisfaction Degree of the Service Quality on the Softball Batting Practice Field in Taroko Park

邱明志(Ming-Chih Chiu)

《運動研究》 27卷2期 (2018/12) Pp. 53-66

https://doi.org/10.6167/JSR.201812_27(2).0005

摘要

本研究旨在探討消費者於高雄草衙道大魯閣棒壘球打擊練習場之服務品質感受對滿意度之研究。本研究以SPSS 12.0進行敘述性統計並以Amos 20.0進行結構方程模式分析。研究以參與草衙道大魯閣棒壘球打擊場打擊練習場設施之受試者作為研究對象並進行便利抽樣，共抽樣300份，扣除無效問卷3份，共得有效問卷297份，有效問卷率99.0%。研究結果發現本研究之模型除具有良好之信效度與配適度外，草衙道大魯閣棒壘球打擊練習場之消費者對服務品質之感受會顯著影響其滿意度。根據研究結果，研究者提出四點建議以具體提升服務品質並連帶對滿意度造成正向影響，建議包括：一、加強維護現有服務設施，保持設施高度良率；二、落實員工教育訓練，設定客戶服務的標準流程；三、提供多樣化商品，輔以會員限定價格銷售；四、保持客戶反應管道暢通，隨時聆聽客戶意見。

關鍵字

都會運動休閒 ； 服務品質知覺 ； 結構方程模式

並列摘要

This study was aimed to explore how consumers' feelings about the service quality of the softball batting practice field in Taroko Park in Kaohsiung city. This study adopted descriptive statistics analysis using SPSS 12.0 and conducts structural equation model analysis using Amos 20.0. The study took those subjects as objects who participate in using the facility of softball batting practice field in Taroko Park and drew convenient samples. There were 300 samples altogether in which only 3 of them were invalid and 297 were effective, which made the effective questionnaire rate reach 99.0%. The result showed that the model of the study beared both the credibility and appropriate fitness. Meanwhile, the consumers' feelings about the service quality of the softball batting practice field in Taroko Park do markedly affected their satisfaction degree. According to the findings, the researchers put forward four suggestions in order to improve service quality and accordingly affected the satisfaction degree in a positive way. The suggestions included: (1). To strengthen the maintenance of the existing service facilities to ensure the quality rate of them; (2). To implement the training of the employees and set the standard procedures of consumers' service; (3). To provide diverse commodities and sell them with the members' set price; (4). To make sure that consumers' channels of feedback were kept open and their advices were listened to at any time.

並列關鍵字

metropolis sports leisure ； service quality perception ； structural equation model

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