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標題: | 室內棒壘球訓練場服務品質、顧客滿意度及行為意圖研究 Research on Service Quality, Customer Satisfaction and Behavior Intention of Indoor Baseball and Softball Training Facility |
作者: | 李致緯 Chih-Wei Lee |
指導教授: | 林怡秀 Yi-Hsiu Lin |
關鍵字: | 運動管理,運動場館經營,運動行銷,購買行為,再購意願, Sports management,sports venue management,sports marketing,purchase behavior,repurchase intention, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 國人對於運動的消費習慣開始產生改變,室內運動開始逐漸被民眾所接納,而棒球運動也開始出現室內場地提供消費者做選擇。隨著棒球運動參與人口逐年成長,室內棒壘球訓練場開始成為棒壘球運動參與者的選項之一,針對此類型場館該如何制定經營策略成為相關業者必須面對之課題。本研究旨在探討室內棒壘球訓練場之不同消費者人口背景變項對於服務品質、顧客滿意度以及行為意圖之差異情形。本研究採用文獻回顧法,參考黃惠慈(2018)、Parasuraman, Zeithaml和Berry(1988)以及Oliver(2010)所採用之問卷,分別針對服務品質、滿意度以及行為意圖依據研究目的進行問卷設計,後續並進行問卷發放及收集。本研究採用SPSS以及SPSS Amos套裝統計軟體,並以項目分析、驗證性因素分析、獨立樣本t檢定、描述性統計、卡方分析、單因子變異數分析以及線性迴歸分析等方法進行研究分析,並得出以下結果:一、室內棒壘球訓練場之消費者最主要以18-30歲、未婚、大學畢業、從事服務業還有學生以及平均年收入34萬元以下為主要消費客群。消費者來室內棒壘球訓練場主要是租借場地,有五成消費者每個月來消費不到一次,另外消費者最主要前往場館之交通方式為騎乘機車,且多數人需要花費15-30分鐘在前往場館的通勤時間。二、服務品質、顧客滿意度以及行為意圖三者之間顯著相關。三、不同年齡、婚姻狀態、職業、平均年收入以及每月平均消費次數之消費者在顧客滿意度存在差異情形。四、不同年齡、婚姻狀態、職業、平均年收入以及每月平均消費次數之消費者在服務品質存在差異情形。五、不同每月平均消費次數之消費者在行為意圖存在差異情形。
本研究建議未來室內棒壘球訓練場相關業者之經營管理,可以增加器材更新速度、強化客製化客群之需求,來提高顧客滿意度以及服務品質,進而提升消費者主動推薦他人使用場館之意願。 People's consumption habits for sports have begun to change, indoor sports have gradually been accepted by the public, and baseball has also begun to appear indoor facility for consumers to choose. As the population of baseball players grows year by year, indoor baseball and softball training facility have begun to become one of the options for baseball and softball players. How to formulate business strategies for this type of facility has become a topic that the relevant industry must face. The purpose of this study is to explore the differences in service quality, customer satisfaction, and behavioral intention of different consumer demographic variables in indoor baseball and softball training facilitys. This study adopts the method of literature review, referring to the questionnaires adopted by Huang (2018), Parasuraman, Zeithaml and Berry (1988) and Oliver (2010), and designed the questionnaires for service quality, customer satisfaction and behavioral intention according to the research purpose respectively, and distribute and collect the questionnaires. This study uses SPSS and SPSS Amos packaged statistical software, and conducts research and analysis with methods such as item analysis, confirmatory factor analysis, independent sample t test, descriptive statistics, chi-square analysis, ANOVA, and linear regression analysis. The following results are obtained: 1. The consumers of indoor baseball and softball training facilities are mainly 18-30 years old, unmarried, college graduates, engaged in the service industry and students, and the average annual income is less than NT$340,000. Consumers who come to indoor baseball and softball training facilities mainly rent the venue, and 50% of consumers come to the facility less than once a month. In addition, the main transportation for consumers to go to the stadium is to ride a motorcycle, and it took 15-30 minutes for most people to transport to the facility. 2. Service quality, customer satisfaction and behavioral intention are correlated. 3. There are differences in customer satisfaction among consumers of different ages, marital status, occupations, average annual income, and average monthly consumption times. 4. Differences in service quality among consumers of different ages, marital status, occupations, average annual income, and average monthly consumption times. 5. Differences in behavioral intentions of consumers with different monthly average consumption times.This research suggests that, the operation and management of related indoor baseball and softball training facilities can increase the frequency of equipment update, enhance the initiative to care about the needs of different customer groups, improve customer satisfaction and service quality, and then increase consumers’ willingness to actively recommend. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87278 |
DOI: | 10.6342/NTU202300600 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 運動設施與健康管理碩士學位學程 |
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