高爾夫球場服務創新管理模式之研究

A Study of Service Innovation Management Model for Golf Course

譚君儀(Chun-i Tam)

指導教授 ： 莊立民

共同指導教授 ： 劉春初

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2008年)

https://doi.org/10.6833/CJCU.2008.00138

摘要

在面對現今經營環境快速變化及不確定性下，以往的管理典範，已無法有效因應，必須藉由企業組織及經營模式之創新，來提昇其競爭力並改變產業競爭法則，使企業能永續經營與發展；高爾夫球場本身的價值來自於服務球友，服務的興起，讓服務本身成為附加的商品價值。然而，服務創新的內涵複雜，並無一套可供參考之服務創新制訂流程，以幫助球場判斷未來趨勢。故本研究試整理出一合乎邏輯架構，來發展創新之管理模式，供產業及學術界參考。
本研究主要目的在架構「高爾夫球場服務創新管理模式之確定層級結構」並探討高爾夫球場服務創新管理模式的相對重要性；此外，研究所得之創新議題，可作為建構服務創新之構面，藉以發展出屬於球場需求之創新管理模式。
本研究以「高爾夫球場」為受訪對象，共分三群。第一群為能夠針對研究主題進行深入的論述，並作為高爾夫球界的意見代表，且用以建構創新模式中各個變項的關鍵影響因素，使得建構出來的評估模式能真正符合業界需求，本群共訪談六位專家學者。第二群以層級分析專家問卷為主，用以判定各變數之關鍵影響因素間的相對權重，對象以高爾夫球界之實務專家及學者，共發放十三份專家問卷。第三群則與第一群對象相同進行訪談，探討高爾夫球場未來發展之趨向。
本研究以「文獻探討」與「專家訪談」為資料蒐集工具；以「層級分析法」與「三角測量法」為資料分析工具。
根據本研究之文獻探討、專家深度訪談與專家問卷之AHP層級分析結果，本文推論出以下幾個重要的命題與結論：
1. 高爾夫球場是需要透過「服務創新」來增加球場的特色及提升球場競爭力。
2. 高爾夫球場的產品是需要透過「服務創新」來增加產品線的。
3. 「服務創新」可讓球友的購買行為及使用行為改變。
4. 高爾夫球場的教育訓練需要搭配「服務創新」概念。
5. 將「服務創新」的規劃及流程納入整個高爾夫球場管理模式中，是可以提高營運績效的。

關鍵字

高爾夫球場 ； 服務創新 ； 創新 ； 層級分析法 ； 三角測量法

並列摘要

Facing the uncertainty and rapid transition of current governance environment, conventional pattern of management has become inefficient for enterprises to deal with all the changes. An enterprise may only enhance its competitive competency and change the rule of industrial competition through innovation of organization and managerial pattern, in order to achieve the goal of sustainable operation. The value of a golf course came from the service provided to the customers, as the emergence of service, it created its own value-added characteristic. However, there existed no complete process of service innovation as a reference for helping the practitioners from the golf course to grasp the future trend. Thus, this research attempted to present an innovative managerial pattern with a logical frame, as a reference for the industry and academic field.
The main purpose of this research was to structure the “certain hierarchical structure of innovative pattern of management for service from the golf course”, and further discussed the relative importance of innovative pattern of management for service from the golf course. In addition, the innovative topics gained from the research may serve as the dimensions in structuring service innovation, to develop an innovative pattern of management that met the customers’ needs.
This research selected three types of golf-course-related subjects.
First type of subjects were representatives in the field of gold who may conduct in-depth arguments on the research theme, and construct a evaluation model that truly met with the industrial demand. This type of subjects included six professionals and experts. The second type of subjects were hierarchical analysts, they were delivered questionnaire to determine the relative weight of each key factors influencing each variable. This type of subjects included scholars and experts in the field of golf, 13 questionnaires delivered in total. The third type of subjects was interviewed simultaneously with the first type, to discuss the developing trend of golf course in the future.
This research took advantage of “literature review” and “expert in-depth interview” as data collection tool, while the “analystic hierarchy process” and “triangulation” as data analysis tool.
According to the literature review, in-depth interview and AHP hierarchical results, this research inferred following significant propositions and conclusions:
1.A golf course needed to differentiate itself and elevate its competitive competency through “service innovation.”
2.A golf course needed to expand its product line through “service innovation.”
3.“Service innovation” may change the purchasing behavior and usage of the customers in a golf course.
4.The training and development of employees in a golf course needed to correspond to the concept of “service innovation.”
5.Bring the planning and processing of “service innovation” into the managerial pattern of a golf course may elevate its operating performance.

並列關鍵字

golf course ； innovation service ； innovation ； Triangulation,

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