Title

高爾夫球場服務品質、關係品質及會員推薦意願之研究

Translated Titles

A Study on Service Quality, Relationship Quality and Recommendation -An Empirical Study of the Golf Club

Authors

賴俊安

Key Words

口碑行銷 ; 忠誠度 ; 顧客關係 ; word of mouth marketing. ; loyalty ; Customer relationship

PublicationName

朝陽科技大學休閒事業管理系學位論文

Volume or Term/Year and Month of Publication

2013年

Academic Degree Category

碩士

Advisor

楊文廣;李素箱

Content Language

繁體中文

Chinese Abstract

本研究旨在以關係品質模式探討高爾夫球場服務品質對會員推薦意願之影響。以中部地區14間高爾夫球場之會員為研究對象,透過問卷調查法發放600份問卷,有效問卷回收501份,有效回收率為83.5%。所得資料以描述性統計及結構方程模式進行分析後,結果如下:一、本研究建構之關係品質模式適配度良好;二、高爾夫球場會員在服務品質、關係品質及推薦意願上皆有中高程度之正向認知感受存在;三、高爾夫球場會員所感受到的服務品質,可正向影響球場業者與會員間的關係品質,進而影響會員之推薦意願。依據上述結果,建議高爾夫球場可以針對不同消費型態之會員,提供高品質的服務,以強化企業與顧客間的互利關係,促使會員主動推薦球場,以達口碑行銷之效益。

English Abstract

The Study aimed at investigating the effects of golf courses qualities and clubhouses amenities services on earning club membership recommendation by the implementation of the relationship quality model. The research subjects of the study were current members of selected fourteen golf clubs in Central Taiwan. After a convenience sampling approach was adopted, a total of 600 questionnaires were distributed and 501 valid copies were collected, 83.5% response rate. Descriptive statistical analysis and structural equation modeling (SEM) were performed for data analysis. The analysis results were as follows:1. The overall model fit of the linear structure model was fairly good, and the internal quality of structure model fit was positive as well; 2. The scores of club members’ perceived service quality, relationship quality and membership recommendation were above average; 3. Golf courses qualities and clubhouses amenities services mainly affected relationship quality, and relationship quality mainly affected membership recommendation, and relationship quality of golf club member had a certain level of mediating effect on golf courses qualities and clubhouses amenities services and membership recommendation. The results suggested golf courses providing different service contents to different types of memberships, which could advance the mutual benefits between consumers and golf clubs and also help for encouraging members to recommend club membership as an implementation of word of mouth marketing.

Topic Category 人文學 > 地理及區域研究
管理學院 > 休閒事業管理系
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