本研究旨在探討不同經營型態的職棒球場與現場觀眾的人口統計變項、參與行為變項與再購行為變項之關連性;並比較公營與公辦民營職棒球場現場觀眾顧客滿意度之差異;以及比較不同人口統計變項、參與行為變項與再購行為變項之現場觀眾在顧客滿意度上之差異;最後嘗試預測影響現場觀眾顧客滿意度之最主要變項。 研究對象為595位中華職棒十一年球季親自到台北市立棒球場與台南市立棒球場之現場觀眾,以自編之「公營與公辦民營職棒球場現場觀眾顧客滿意度調查問卷」為研究工具,以描述性統計(次數分配百分比、平均數、標準差)、卡方考驗、單因子變異數分析、雪費法與多元迴歸分析之逐步迴歸法等統計方法進行資料分析。結果發現: 一、不同經營型態的職棒球場與現場觀眾的性別、年齡、職業、教育程度、資訊來源、觀賞動機、購票方式、支持球隊、每年觀賞頻率、再次進場意願與介紹他人意願等變項有關連性存在。 二、公營與公辦民營職棒球場觀眾在整體滿意度、主要場地設施滿意度、服務品質滿意度、經營管理滿意度與次要場地設施滿意度上有顯著差異,公辦民營職棒球場顧客滿意度均優於公營職棒球場。 三、不同性別、教育程度、資訊來源、觀賞動機、購票方式、支持球隊、每年觀賞頻率、再次進場意願與介紹他人意願等變項之現場觀眾在整體滿意度上有顯著差異。 四、影響現場觀眾整體滿意度之最主要變項,以經營型態變項之預測力最佳,其解釋量為42.3%。 關鍵詞:顧客滿意度、公營球場、公辦民營球場、職業棒球、 運動場地設施
The purposes of this study were to analyze the relation between the demographic variables, participation variables and repurchase variables of the audience and two kinds of managing type, afterward to compare the differences between the audiences’ demographic variables, participation variables, repurchase variables and managing type variable on customer satisfaction, and finally, to predict the best important variable which affect customer satisfaction of the audience. Five hundred and ninety five audience served as the subjects of this study. The instrument “The Questionnaire of Customer Satisfaction of the Audience Between Government Managed Professional Baseball Field and Government Controlled Private Enterprise Managed Professional Baseball Field” was employed. Descriptive statistics (frequency distribution percentage, mean and standard deviation), chi-square tests, one-way ANOVA, Scheff’e method and stepwise were utilized for date analysis, and the results were: 1. The relation between sex, age, profession, education, information sources, the motive of watching, the way of purchasing tickets, the team they support, the annual watching frequency, the desire of reentrance and the willingness of introducing to others of the audience and two kinds of managing type was existed. 2. Significant difference was found in audiences’ customer satisfaction at two kinds of managing type. The satisfaction in the government controlled private enterprise managed professional baseball field was superior to that in the government managed professional baseball field. 3. Significant differences were found in audiences’ customer satisfaction at their sex, education, information sources, the motive of watching, the way of purchasing tickets, the team they support, the annual watching frequency, the desire of reentrance and the willingness of introducing to others. 4. Among the important variables which affect customer satisfaction of the audience, the managing type variable was the best in prediction; its proportion of explanation was 42.3%. Key words: customer satisfaction, the government managed field, the government controlled private enterprise managed field, professional baseball, sport facilities.
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