政府與學術界已關注運動休閒服務業的發展。尤其在發展之際,更需要重視服務品質的課題。然而,過去的研究缺乏以運動休閒服務業為對象,並且探討其服務品質衡量模式與方法。因此,本研究的主要目的,嘗試彌補此研究缺口,探討影響運動休閒服務業服務品質之模式、因素,以及不同業態對服務品質屬性之有何差異。本研究回顧運動休閒服務的定義與分類,以及文獻中各種服務品質衡量模式,以台南地區的運動休閒服務業為抽樣對象,選擇三種業態、五家代表性企業之顧客,以SERVQUAL量表衡量,收集資料後進行平均值、t值、及卡方檢定比較分析,以檢定服務品質缺口,評量運動休閒服務業的服務品質,評估顧客認知的服務品質間之差異。研究結果發現不同類型的企業其服務品質相互比較上各有差異存在,且根據研究結果建議運動休閒服務業者:(1)未來改善服務品質與擴展周邊事業;(2)培養優質專業人員與建立專業認證制度;(3)建立運動休閒服務品質的指標;(4)導入顧客關係管理的經營策略思維。對於未來研究方向可以廣泛台灣地區之運動休閒服務業,探討服務品質差異之原因、補救之方法、以及管理層面等議題。
The government and the academy have paid attention to the development of sport and recreation service industry in Taiwan. The past research, however, lacked to conduct the context of sport and recreation service and its service quality. The purpose of this study is to makes up this research gap, and to examine the effects of patterns, factors and attributes on the service quality, and differences between firms and quality attribute. We review literature of definition and classification of sport and recreation service industry, as well as service quality. A total of 500 customers were tested by a modified SERVQUAL instrument from three kinds industry of the five representative enterprises at Tainan area. To examine the dimensions of service quality and evaluate the difference of the perceived service quality of customers, we use the mean value, the t value, and Chi-square tests in data analysis. The results of the study revealed differences existed in different types of the enterprise. We also offer several suggestions for management and future research.