高爾夫球場服務品質、關係品質及會員推薦意願之研究

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

賴俊安(Chun-An Lai)

指導教授 ： 楊文廣 ； 李素箱

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

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。

關鍵字

口碑行銷 ； 忠誠度 ； 顧客關係

並列摘要

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.

並列關鍵字

word of mouth marketing. ； loyalty ； Customer relationship

參考文獻

吳振輝、杜光玉、楊育寧、（2009）。高爾夫球場球員對球場服務品質與滿意度之研究－以2006年Wilson盃高爾夫球錦標賽爲例，嶺東體育暨休閒學刊，7，87-95。

吳政隆、張良漢、丁淑君（2008）。高爾夫球場服務品質、顧客滿意與行為意向之研究，休閒產業管理，1(3)，1-14。

許世芸、蔡進發、蕭至惠、李佳臻（2007）。關係行銷對服務品質、關係品質與顧客忠誠度影響之研究，管理實務與理論研究，1(1)，144-166。

吳孟爵、楊東震、黃泰源（2006）。運動休閒服務業關係品質對忠誠度影響之研究－滿意度的中介效果，嘉大體育健康休閒期刊，5，146-154。

吳孟爵、楊東震、黃泰源（2007）。運動休閒服務業服務品質衡量模式之研究，臺灣體育運動管理學報，5，45-67。