Translated Titles

A Study on Service Quality Attributes of Mega Event for Business Customer in Sports Center: Application of the Integrated Model for KANO and IPA




康正男(Cheng-Nan Kang);葉允棋(Yun-Ci Ye);胡林煥(Lin-Huan Hu)

Key Words

服務科學 ; 績效矩陣 ; 運動行銷 ; service science ; performance matrix ; sport marketing



Volume or Term/Year and Month of Publication

47卷1期(2014 / 03 / 01)

Page #

91 - 101

Content Language


Chinese Abstract

目的:本研究主要是探討綜合體育館廠商客戶(Business to Business;簡稱B2B)之服務品質屬性分析。方法:在研究方法方面,以臺北小巨蛋、新莊體育館、臺北國際會議中心及臺大綜合體育館的活動廠商客戶為對象,經立意取樣選取81家廠商客戶,進行服務品質量表的施測。資料透過Kano二維魅力品質理論及績效重要分析(IPA)之整合模式,進行資料分析。結果:本研究顯示:一、在31項品質要素中,19項為無差異品質,11項為正向品質,1項為無效品質。二、研究結果發現多數的服務品質要素確實不能改善廠商客戶對於服務品質的感受,造成管理者與廠商客戶之間的服務知覺落差。三、透過IPA績效矩陣發現,服務品質要素多數落在「供給過度」和「加強改善」兩個區位。結論:本研究結合魅力品質理論和重要績效方法,並且從廠商客戶的角度加以探討。而研究結果的貢獻則是延伸過去運動場館服務品質研究的知識,彌補以往只從消費者觀點探討的侷限性,並且從不同的理論方法觀點,了解其服務品質屬性的分析歷程。包含場館的建築設計、交通動線與環境設備皆獲得較高的服務滿意,至於服務人員方面,則需要改善與加強。如此一來,才能縮小廠商客戶與管理者的服務落差,提升服務流程品質,作為運動場館經營管理業者改善其服務品質之策略依據。最後針對綜合體育館廠商客戶之服務品質提供相關之管理意涵,包含注重廠商客戶之需求和適時調整服務作業流程。

English Abstract

Purpose: The purpose of this study is to explore business customer's service quality attributes in sports center. Methods: By purposive sampling to select 81 business customers in Taipei Arena, SinJhuang Arena, Taipei International Convention Center and National Taiwan University Arena, we test service quality scale. And we adopt Kano two-dimensional model and performance of critical analysis (IPA) to analyze our data. Results: 1. Of 31 quality items, 19 were indifferent quality, 11 were one-dimensional quality, and 1 was questionable quality. 2. The majority of quality items can't improve the quality perception of business customer, resulted in the gap between the manager and business customer. 3. In IPA performance matrix, the most quality items located on ”Oversupply” and ”Improve”. Conclusions: In this study, we combined attractive quality theory and IPA performance matrix to analyze the business customer service of sports. This study found that facility design, transportation, and environment all were better service satisfaction, but service employee was worse item through attractive quality theory and IPA performance matrix. Thus, in order to decrease the perception gap between the manager and business customer, one strategy is to improve service quality process. Finally, we discussed the theoretical and practical implications of our findings as well as future research directions.

Topic Category 社會科學 > 體育學
  1. 王傑賢(2004)。體育館設施服務品質之顧客滿意度研究:以「國立臺灣大學綜合體育館重量訓練室」為例。體育學報,36,181-194。
  2. 康正男、胡林煥、周宇輝(2009)。顧客知覺服務品質、滿意度與忠誠度:臺灣大學運動休閒館之研究。臺灣體育運動管理學報,9,101-116。
  3. 康正男、胡林煥、黃欽永、葉正、陳國華(2007)。顧客對臺大綜合體育館服務滿意度之研究。臺大體育學報,11,51-75。
  4. 康正男、葉允棋、林謙如(2010)。消費體驗、參與動機、顧客滿意及顧客忠誠之研究─以臺灣大學溫水游泳池為例。臺灣體育運動管理學報,10(2),65-85。
  5. Afthinos, Y.,Theodorakis, N. D.,Nassis, P.(2005).Customers' expectations of service in Greek fitness centers: Gender, age, type of sport center, and motivation differences.Managing Service Quality,15(3),245-258.
  6. Athanassopoulou, P.(2006).Determining relationship quality in the development of business-to-business financial services.Journal of Business-to-Business Marketing,13(1),87-120.
  7. Babakus, E.,Pedrick, D.,Richardson, A.(1995).Assessing perceived quality in industrial service settings.Journal of Business-to-Business Marketing,2(3),47-67.
  8. Backhaus, K.,Bauer, M.(2001).The impact of critical incidents on customer satisfaction in business-to-business relationships.Journal of Business-to-Business Marketing,8(1),25-54.
  9. Boomsma, A.(2000).Reporting analyses of covariance structures.Structural Equation Modeling,7(3),461-483.
  10. Brady, M. K.,Cronin, J.(2001).Some new thoughts on conceptualizing perceived service quality: A hierarchical approach.Journal of Marketing,65,34-49.
  11. Briggs, E.,Grisaffe, D.(2010).Service performance-loyalty intentions link in a business-to-business Context: The role of relational exchange outcomes and customer characteristics.Journal of Service Research,13(1),37-51.
  12. Chen, L. H.,Ye, Y. -C.,Chen, M. Y.,Tung, I. W.(2010).Alegría! flow in leisure and life satisfaction: The mediating role of event satisfaction using data from an acrobatics show.Social Indicators Research,99(2),301-313.
  13. Colquitt, J. A.,Zapata-Phelan, C. P.(2007).Trends in theory building and theory testing: A five-decade study of Academy of Management Journal.Academy of Management Journal,50(6),1281-1303.
  14. CQM(1993).A special issues on Kano's methods for understanding customer-defined quality.Center for Quality Management Journal,2(4),3-35.
  15. Gary, P. H.,Cooper, W. H.(2010).Pursuing failure.Organizational Research Methods,13(4),620-643.
  16. Homburg, C.,Garbe, B.(1999).Towards an improved understanding of industrial services: Quality dimensions and their impact on buyer-seller relationships.Journal of Business-to-Business Marketing,6(2),39-71.
  17. Howat, G.,Crilley, G.(2007).Customer service quality, satisfaction, and operational performance: A proposed model for Australian public aquatic centres.Annals of Leisure Research,10(2),168-195.
  18. Hudson, S.,Shephard, G. W. H.(1998).Measuring service quality at tourist destinations: An application of importance-performance analysis to an alpine ski resort.Journal of Travel & Tourism Marketing,7(3),61-77.
  19. Kano, N.,Seraku, N.,Takahashi, F.,Tsjui, S.(1984).Attractive quality and must-be quality.The Journal of the Japanese Society for Quality Control,14(2),39-48.
  20. Kim, C.,Kim, S. Y.(1998).Segmentation of sport center members in Seoul based on attitudes toward service quality.Journal of Sport Management,12(4),273-287.
  21. Kondo, Y.(2000).Attractive quality: Its importance and the points of remark.Total Quality Management & Business Excellence,11(4/5&6),647-651.
  22. Kondo, Y.(2001).Customer satisfaction: how can I measure it?.Total Quality Management and Business Excellence,12(7-8),867-872.
  23. Lagrosen, S.,Lagrosen, Y.(2007).Exploring service quality in the health and fitness industry.Managing Service Quality,17(1),41-53.
  24. Lee, Y. C.,Huang, S. Y.(2009).A new fuzzy concept approach for kano's model.Expert Systems with Applications,36(3),4479-4484.
  25. Lilja, J.,Wiklund, H.(2007).A two-dimensional perspective on attractive quality.Total Quality Management and Business Excellence,18(6),667-679.
  26. Lilja, J.,Wiklund, H.(2006).Obstacles to the creation of attractive quality.The TQM Journal,18(1),55-66.
  27. Luna-Arocas, R.,Tang, T. L.-P.(2005).The use of cluster analysis to segment clients of a sport center in Spain.European Sport Management Quarterly,5(4),381-413.
  28. Martilla, J. A.,James, J. C.(1977).Importance-performance analysis.Journal of Marketing,41(1),77-79.
  29. Mittal, B.(2000).Determinants of vendor patronage in business service markets: An integrative model.Journal of Business-to-Business Marketing,6(4),1-32.
  30. Nilsson-Witell, L.,Fundin, A.(2005).Dynamics of service attributes: A test of kano's theory of attractive quality.International Journal of Service Industry Management,16(2),152-168.
  31. Oh, H.(2001).Revisiting importance-performance analysis.Tourism Management,22(6),617-627.
  32. Tan, K. C.,Pawitra, T. A.(2001).Integrating SERVQUAL and kano's model into QFD for service excellence development.Managing Service Quality,11(6),418-430.
  33. Whetten, D. A.(1989).What constitutes a theoretical contribution?.Academy of Management Review,14(3),490-495.
  34. Witell, L.,Löfgren, M.(2007).Classification of quality attributes.Managing Service Quality,17(1),54-73.
  35. Yuan, K. H.(2005).Fit indices versus test statistics.Multivariate Behavioral Research,40(1),115-148.
Times Cited
  1. 李侑霖(2014)。應用二維品質模式與IPA分析於輪胎製造業服務品質之研究-以正新輪胎為例。虎尾科技大學工業工程與管理研究所在職專班學位論文。2014。1-97。 
  2. 廖尹華(Yin-Hua Liao);蔡協哲(Hsieh-che Tsai);林文瑜(Wen-Yu Lin)(2018)。從校務研究探討大學運動設施經營管理之革新方向。嘉大體育健康休閒期刊。17(1)。86-96。 
  3. 陳彥呈(2017)。結合Kano與IPA模型探討台灣鐵路服務品質之研究。虎尾科技大學工業管理系工業工程與管理碩士班學位論文。2017。1-91。